We asked some stalwarts a simple question. Here’s what Stephen Scheeler, head of Facebook New Zealand, had to say.
2015: Video Rising
“In five years, most of [Facebook] will be video,” Facebook CEO Mark Zuckerberg - November 2014
Since its inception, the internet has been pretty darn motionless.
At first, internet content was simply text. Then came photos and other static images. Then banner ads started to add animation. Wow!
When smartphones were born, people started taking photos and posting them – in their billions – for their friends (and the world) to see.
But humans have always loved sight, sound and motion – witness the prevalence of TV and movies for over 60 years.
With data now widely available, and beautiful video creation technology standard in every smartphone, 2014 saw an explosion in the creation and consumption of online video.
Adobe recently found that people watched 38.2 billion free videos online in the second quarter of 2014, a remarkable 43 per cent jump over the same quarter a year ago.
Almost three-fifths of those videos were viewed on smartphones.
With people now finding the sight, sound and motion they crave on the mobile devices they love, advertisers will need to work hard to keep up.
In 2015, advertisers will need to tackle 3 big challenges if they want to succeed in online video.
1. Keep It Short
The standard 30-second TVC has all the attraction of War and Peace to today’s online video audience. Short-form content that can grab and hold a viewer’s attention within only a few seconds will dominate.
2. What About Me?
The days of delivering a single piece of content to a mass audience are fading fast. Online audiences demand content that is specifically relevant to them. Luckily, platforms like Facebook and Instagram can provide advertisers insight into the real people viewing their content. Those advertisers who best utilise these tools to target their videos to the right people will win.
3. Content Conveyor Belt
For decades, the advertising creative process has been built up around making single pieces of content for mass audiences. In 2015, this model will be severely challenged to produce dozens, if not hundreds, of pieces of short-form content served not to a single audience of 4 million people, but to dozens of audiences of thousands of people. Likewise, sequential story telling across multiple pieces of content will become essential.
The rise of online video in 2015 will leave the most nimble advertisers pulling ahead…and the most sluggish gasping for breath!