The field of advertising is constantly changing and adapting to fit the demands of modern society. With the recent push towards moving media into the Internet realm, online video advertising is gaining prominence at an astonishing rate. Now more than ever people are spending a great amount of their time online. In fact, a study conducted by Forrester Consulting revealed that 77 percent of US adults watch videos online at least monthly. Because of this, there is no better time for advertisers to invest in online video advertising. Here’s why:
Online Videos Are Gaining Societal Relevance
As technology changes, video advertising only continues to grow at an exponential rate. Now that the norm is to have an Internet ready device in your pocket, people are spending significantly more time watching videos online. Also, video content quality has greatly improved over the past few years with a shift from short user-generated video clips to longer, more professional reels. All of these factors combined forms a solid base for the field of online video advertising as a whole. Not only are advertisers more inclined to associate their brand with a professional quality video, but they’re also recognizing the ability of online video ads to reach audiences at scale.
Advertisers Still Know How to Advertise
In the past, online advertising meant that your company would develop a pop-up or on-page display ad that would most often get overlooked or blocked by an ad blocker. Now that online videos have become a major source of relevant information, advertisers are spending just as much time developing their online video ads as they are television ads. Not only does this generate ads that are just as creative, engaging and persuasive as television ads, they go one step further and return advertising to its roots. In turn, what’s created is a visually stimulating and engaging advertisement that users want to watch.
So, we’ve established why online video advertising works for brand marketers. Our next step is to examine how video real-time bidding (RTB) relates to online video advertising.