What Is The Future of Video Advertising?
It’s about time we accept it: our media landscape is changing faster than a marketing campaign. Millennials and Generation Z are shifting en masse from traditional media like TV, towards social media and content networks, where they feel free to choose the content they want at will. And in order to remain afloat, advertisers must learn how to adapt.
But the question is: how?
Marketing specialists today are plagued by what they refer to as “content crunch”—that is, the discrepancy between the video content that’s available and the video content that the market demands. To attract the consumer, brands are being pressured to fill a video content quota that’s wholly unrealistic and to deliver smarter, snappier, and more unexpected content. Thumb-stopping content.
And if you think about it, it makes sense; just watch how fast the average person scrolls through their Instagram feed. Not only is our appetite and tolerance for content today nowhere near as high as it used to be, but we’re more savvy and selective with what we choose to watch too. 21st century eyes are practically trained to skip commercials. And while it’s true that storytelling remains the most important aspect of a marketing campaign, the storytelling itself has been remarkably pared down. These days, it usually takes a dramatic slogan, or else a funny gif or provocative image, to lure someone in.
On the other end of the spectrum is video advertising, which is produced in a traditional, laborious way that is not only expensive but also very slow. There are too many steps, too many hierarchies. And unlike other forms of online advertisement, results cannot be measured with precision.
Advertisers, agencies, and production companies all operate under the fallacious belief that what used to work will still work in our new digital age, so long as they adapt the timing and other superficial formal aspects. Which is why you’ll see companies producing video content while having the TV advertising methodology in mind. They think that by chopping longer pieces (60 seconds) into shorter versions (15 seconds) or even fragments and loops (5 seconds), they are creating a new language. But they’re not.
A new language must arise from video advertisement—one that is authentic and attractive in itself, and not only as a carrier for a message—in order for it to be respected by both marketers and consumers today.
Pau Suris is an industry leading innovator and Director (under moniker “pensacola”)—recognized for his expertise in advertising filmmaking geared toward Millenials and Generation Z.
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