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New platforms and advertising tools are disrupting online video ads. Consumers are engaging in video in various ways and digital media groups are having to create new and inventive ways to grab the attention of consumers.

Content marketing is highly competitive. The length and depth of content has gradually improved over the last half decade. Brands understand that the only way to be heard over the noise in digital forums is to produce high-quality content.

The medium that shouts the loudest is clearly video. It’s been interesting to note how brands have developed their video marketing campaigns over the last few years. The evolution of digital platforms has created a seismic shift in the way brands are redefining the customer experience.

Online video content is shifting gears

According to Marketing Dive, brands flittered twice as much ad spend on online video content last year than through traditional TV networks. It is noticeable that brands are pushing the boundaries on ad length.

Online video content has moved beyond standard 30-second pre-roll ads. Consumers are engaging in more live streaming, plus video-on-demand and Over-The-Top (OTT) TV is becoming increasingly popular.

Contrary to popular belief about the short attention spans of modern viewers, internet users are engaging in longer-running online video content – if it’s entertaining.

Although grabbing the attention of viewers in the first few seconds is the rule of thumb, brands have adopted another ploy by developing ad series’ that tell a story. If online video content is entertaining, viewers will watch it.

US brand, Blunt Kommunity are even breaking the consumer viewing mould on Facebook. The firm is uploading videos that last three or four minutes long yet attracting over 50m view.

Now that technologies in the virtual reality (VR) and augmented reality (AR) space are gaining traction, we expect to see video – and consumer viewing habits – getting longer.

The wealth of digital media available presents brands with exciting opportunities to fully immerse viewers in online video content, develop engaging stories and create eye-catching visuals.

Furthermore, ads published on premium networks are apparently three times as effective than ads published in social media networks. Especially now TV networks are switching to online channels.

How brands are killing it with online video content

Brands and digital media groups are evolving the way they present online video ads. In the US, NCB recently announced it will air a one-night online video special to broadcast a political show titled “Way Too Early: 2020 Election” that will stream across various social media networks including YouTube, Facebook and Twitter.

McDonalds has also partnered with Viacom’s in-house digital media team to work on a daily show. The video campaign is an example of how TV networks are redefining their approach to broadcasting in order to increase ad revenue.

Former Australian and Everton footballer Tim Cahill has recently launched a video feature called TimVite that will be exclusively available to Samsung QLED TV viewers. The branding exercise gives viewers the option to send a video invitation to friends and family to connect.

Online video content is not only reserved for premium brands and TV networks. Even young, unknown entrepreneurs have used online video content to transform their YouTube channel into a global asset.

Brands have numerous options in the way they use video. And as consumer viewing habits migrate to digital media platforms, entertaining content is the way forward. Do you have a TV show in mind that can promote your brand?

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