Video advertising has come a long way since its shy emergence on our old TV sets, and it’s the clever people behind the industry, with a knack for inspiring the perfect vibes to the consumers, that made video advertising flourish and thrive.
Similar to an odyssey, video advertising’s long journey has crossed various stages of development, the latest known to us being the controversial, yet acclaimed, mass consumption era.
Dominated by the audiovisual, omnipresent brands, environmental awareness on one pole and consumerism on the other, this stage endorsed the production of mass advertising delivered unconditionally to the public. With the outburst of social media, digital devices, out of which mobile is king, and versatile content and image, things in advertising have changed.
A New Age In Video Advertising
Image source :bit.ly/1vIE6jS
At this year’s ReelSummit, Jon Klaff, the head of Media Solutions, Media & Entertainment at Google and YouTube emphasised the importance of the major changes happening in advertising and how they will make the world of digital media streaming a much better place for both marketers and consumers.
The need for change was triggered on both sides – on one hand, we have a variety of gadgetry to rely on, in every context, on the other, people themselves have changed.
Klaff pointed out the fact that today’s audience is no longer interested in mass consumption, as they have developed a more multitask approach to their digital “surroundings”. Instead of simply sitting in front of the TV and paying attention to nothing else, nowadays people will watch TV and, in between breaks, do a little bit of Facebook scrolling or reading a lighthearted article about 10 things that made Beyonce’s performance at the VMA’s the show-closer…or the good, old, cats in action. It’s called constant partial attention and it’s not going anywhere anytime soon.
What This Means
People are no longer blindly fed by advertisers, people are choosing what to view and what not to, as well as which brands to glorify and which to discard. Which is why video advertising needs to make its move and put the passion back in. Breaking it down into relevant points, what it actually means is that:
This new theory of video advertising was defined by Jon Klaff as the Next Big Leap, the new direction that advertisers need to take in order to keep the audiences engaged. It’s bold and exciting, and, according to the stats, it’s exactly what people look for in video ads today.
Check out Jon Klaff’s entire speech right here: https://www.youtube.com/watch?v=ik_b0ROZW9Q
