Video advertising to increase in importance in 2016

There’s no doubt that digital advertising is more important than ever in the world of marketing, and now online video is really taking off. For businesses of all sizes, it will make sense to have a video strategy for 2016 to engage with customers and offer them new ways of consuming your branded content.

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Video content demand is growing

Here are some interesting stats that really bring this trend to life. First, in the last quarter of 2015, American consumers watched an incredible 38 billion videos, and experts in digital media believe that 69 per cent of total internet traffic will comprise video consumption by 2018. Incredibly, a whopping 48 hours of videos are uploaded to YouTube each minute.

Changing access trends

Another interesting trend relates to the way users are accessing video. For example, between 2012 and 2014, mobile video viewing saw a 400 per cent uptick. By the end of next year, it is estimated that half of all video views will take place on mobile devices.

Looking at the way in which video content is being consumed, statistics show that 81 per cent of viewers are using connected TVs to watch videos that last for longer than ten minutes. Sixty-five per cent of viewers are even prepared to watch videos that last for more than half an hour. However, just under half of all watched videos last for less than six minutes, which is certainly a good rule of thumb for branded content.

Creating your strategy

The great news is that like a lot of digital marketing, this doesn’t need to be a hugely expensive programme to work. Unlike print and out-of-house advertising, video marketing can be cost-effective; the trick lies in getting your strategy just right.

Of course, it is important to remember that there are experts available who can help you get to grips with video production, engagement and sharing platforms. Cheltenham web designers such as http://www.16i.co.uk/ and others tend to have a range of in-house digital specialists on hand.

You need to make sure your website is responsive, and consider adding a video library for ease of navigation. Use a common platform such as YouTube, create a channel, and deliver high-value content with short ads that last less than 15 seconds. Your business will reap dividends as a result.

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