It is always easier to understand a phenomenon by going back to its roots and seeing what exactly brought it on, what led to its creation, to its shaping and how did it spread. When it comes to online video advertising, the trend had a very natural and gradual evolution and it was to no one’s surprise when it caught on more and more and when it started to outweigh traditional advertising in matters of benefits and advantages.
As grand and glamorous as it appeared to be, even the advertising market was in need of a challenge. More than just a simple adaptation to the current trends, the online environment compelled all marketers to switch to something new, different, even more customer oriented than before.
The obvious cause of the change in advertising strategies and general directions was brought on by the launch of new devices which allowed users to keep connected to the information highway. This meant a million more chances for marketers to reach them. Although there was a market for online video advertising before as well, it was only with the launch of laptops, smartphones and tablets that people became addicted to the idea of being constantly online, in the loop, aware of everything that is going on.
This leads us to the change in consumer habits. People have become more susceptible and easily addicted to whatever is launched on the market. Regardless of whether this translates in psychological terms as making their own mark as a generation, just as they claimed to not be able to live without having all of their phone address book at hand and the possibility to read any message or take any call at any time, people transferred their attention to the smartphone which allowed them to keep posted on everything their friends did via social networks and everything work related. Since everything you can do on a laptop can just as easily be done on a smartphone, why not take advantage of that? And this is just what online video advertising specialists did.
In the eyes of marketers, these above mentioned conditions translated into a change in the meaning of accessibility of information. This means that with information being more available than ever we will no longer be talking about the bombarded user but about the well informed user. Once again, this was a good chance to grab by the online video advertising community which found a great starting point.
Targets are defined differently now and products are sold in full campaigns that must comprise al forms of media. These were the results of the spread of what we now call online video advertising but which we will soon simply call advertising.
