Video and Media Trends Advertisers Should Follow in 2022 and Beyond
Video and Media Trends Advertisers : It’s no secret that video and media trends advertisers the way we watch entertainment has fundamentally changed in recent years. The pandemic, streamlined technology, and increased choice have left traditional TV and radio in a battle for cash.
These changes and expanding options can easily overwhelm advertisers. However, these changes will give marketers better ways to reach their audiences and find new ways to attract new consumers. Here are the top 2022 video trends to watch this year.
TV, Video and Media Overview
For a long time, media advertising was straightforward: TV and radio. However, with the rise in new platforms and mediums, availability of technology, and push for more entertainment options due to the pandemic, there are more media and advertising avenues than ever before. The top media platforms of 2022 and beyond include:
CTT/OTT
Connected TV (CTV) and Over-The-Top (OTT) deals now reach consumers as more subscribers to streaming services than the US population and more choices for must-see streaming content is an effective way to But first, let’s define what CTV and OTT are :
- CTV is the device used for streaming content. Some common CTV mediums include sticks, smart TVs, and streaming boxes that enable users to use internet connectivity to stream on their devices.
- OTT are the providers of streaming services. Dedicated OTT apps and websites circumvent broadcasts, satellites, and cable to enable video viewing on TVs, tablets, and mobile devices.
TV
Television has changed in the face of OTT, but it still plays an important role in consumer entertainment and advertising. People still watch TV, and TV can help brands reach their target audience. Currently, he has TV in 122.4 million homes in the United States, and the average American watches TV for 197 minutes (about 3.29 hours) a day. TV advertising trends will continue to do well in 2022 and next year.
Streaming Audio
Video streaming isn’t the only media spike during the pandemic: music streaming traffic has exploded by 20%. Although its growth slowed over the next two years, it continued to be a popular source of entertainment for consumers. As people get back to work, many have turned to streaming music and podcasts instead of radio.
While streaming is popular with Generation Z and Millennial listeners, older generations are a growing audience for audio streaming. With platforms like Apple, Spotify, and Amazon Music, as well as the proliferation of podcasts, consumers are spending more and more time listening to audio online.
6 TV, Video, and Media Trends Advertisers Should Track
Media continues to change as trends, platforms, and technology shift to account for post-pandemic life. Some of the current trends to track include:
1. Streaming Is Following Cable TV's Path
Streaming services have long been popular and have established themselves as a more convenient and consumer-friendly alternative to cable. However, streaming services are currently struggling to grow in the US, adopting cable TV methods to sustain revenue. Companies are now raising prices and investing in ad-supported videos. In fact, ad-free streaming across all platforms will soon cost consumers $100 per month.
The imminent trend of streaming advertising means brands can once again use TV as a powerful marketing tool. Streaming will account for 33% of all TV viewers as of June 2022, and this shift will have significant implications for advertisers looking to enter new markets.
Streaming services are also growing overseas. Contrary to popular belief, advertising costs in streaming are not that high. Streaming campaigns can be more cost-effective than linear TV and allow advertisers to focus on their local target audience.
2. Advertisers Want Videos
With the reach and accessibility of the video, the advertiser is looking at the video to reach the target customer. As a result, video marketing spending is increasing rapidly. Digital video spending is only 2021 and he has increased by 49 %, and he predicts that he will exceed $ 100 billion by 2026. In fact, for the first time this year, videos will account for more than 50 % of programmatic advertising costs.
The reason why advertisers are happy to spend money on video advertisements is effective. According to research, 86% of marketers say they are effective at generating business leads. E-commerce especially benefits from online video as it helps better represent your products and services and capture the attention of your audience.
There are several places where advertisers can show off their videos. Just a few options where video can be placed on a webpage include:
In-Banner Videos
In-banner videos are embedded in the webpage.
Pre-Roll/Mid-Roll Ads
Pre-roll and mid-roll ads are displayed when viewers see videos as they scroll.
Exit Overlay Ads
These ads help catch your visitor’s eye as they move their cursor to leave the page.
There are also third-party platforms where advertisers can reach their target audience as they scroll:
- OTT
- YouTube
- Broadcast
- Social media, such as Facebook, Instagram, TikTok, and Snapchat
3. Consumers Want Video
As video streaming on any device becomes more accessible, more and more people are turning to promotional videos to learn more about brands. More consumers watch video than ever before: More than 244 million people in the United States watched digital video in 2020.
Video is an important way for consumers to learn in 2022. With 65% of the population being visual learners, video is the perfect way to educate consumers. In fact, 94% of marketers in a survey said video improves users’ understanding of their product or service. Consumers rely on brand videos to learn how a product or service works in real life.
In addition to education, consumers also mainly watch videos to relax and get rid of the pressures of life. While in the past people used to watch TV or go to the movies, now people are increasingly using video for entertainment. A survey found that 32.8% of consumers said they watch videos to relax and blow off steam, 26.3% say they want to laugh and be entertained, and 6.8% say they use videos to escape from everyday life. Videos that engage viewers are more likely to get views than videos that are purely informative.
4. Video Marketing And Live Streaming Are Still Popular On Social Media
Social media continues to be a major way to reach more of your target audience. Short videos on social media platforms like Instagram and TikTok effectively attract attention and sales. Because it’s so effective, more than half of marketers in a survey plan to increase their investment in short videos by 2022, and 38% plan to continue their current investment. In fact, the same study found that short videos have the highest ROI of any social media marketing strategy.
Not only are videos easy to engage with consumers, but social media also makes it easy to share those videos. They are more likely to attract attention and go viral on images or words alone. It also allows brands to express their personality and have fun. Platforms like TikTok require brands using dance, sound, and social challenges to visit their “For You” page, where the public can find them.
To succeed on social media, first consider your audience. Determine what channels your target audience uses to see the type of content you need to produce to achieve your goals.
5. Advertising On Streaming Audio Is Increasing As Radio Has Dipped
Audio ads are a great way for advertisers to introduce themselves to their target audience as they are no longer competing with other brands for prime time slots. Instead, advertising is more flexible and versatile because people can listen at any time. As a result, audio advertising is becoming more popular than ever: one in five is programmatic.
Because audio ads can be more targeted to suit a group of listeners, ads tend to be more conversational and personal than generic radio ads.
6. Leverage First-Party Data Across All Platforms
The topic of consumer privacy continues to be a hotly debated topic among brands, consumers, and lawmakers. If businesses want to build trust with customers, maintaining their privacy must be a top priority. In fact, 86% of American adults say data privacy is a growing concern.
First-party data, which is information a company collects directly from its customers, is an important way for brands to gain consumer insights. It gives businesses more accurate insights to grow their audience and gauge the effectiveness of campaigns. Typical forms of first-party data include surveys, product registrations, and customer feedback.
Advertisers are increasingly using first-party data to deliver their ads and target key audiences. In a survey, 60% of marketers said they plan to increase spending on first-party data. Unifying first-party data with video and streaming platforms is a powerful tool for brands.
Advertisers can even combine their first-party data with the streaming service’s first-party data for more efficient business results.
TV and Media Trends for Advertisers: Key Takeaways
- Advertisers have more options than ever to reach their target audience. Streaming services, social media platforms and increasing internet usage mean consumers are more connected and available than ever before.
- Most consumers want videos, especially short, engaging ones. While they want informative videos that tell them about your products and services, they also want to be entertained with promotional videos.
- Audio streaming is also on the rise as consumers listen to radio less often. Advertisers can reach more customers through personalized audio ads than by competing for prime time slots on radio stations.
- Privacy remains a major concern for users. First-party data provides brands with accurate and valuable information to integrate with online platforms.
