Video, the darling of advertising since the inception of television, is changing. Nay, it’s evolving. More than that, it has already evolved. We’re not saying brands have missed the boat, but it’s at the dock, and my, it’s a beautiful day. Isn’t it time to go sailing? Things are changing – quickly – and what we’ve seen so far is merely the start of something much, much bigger.
See, the way in which we as human beings consume information follows a new, unrecognisable process, and that trend is set to grow further.
For the first time, schools are putting more emphasis on training the right side of student’s brains. Left side cognition skills are becoming less desirable whilst design and empathy are top of the class. People prefer to consume information, and learn more efficiently, when it hits two senses. Therefore, increasingly, people are expecting and will expect to be served video content. If we’re completely honest, we should really be releasing this as a vlog!
What we’re trying to say is that advances in technology are not just changing the way in which we use the internet, they are changing the way we consume information, the way we learn, and the way we communicate entirely. This isn’t a marketing dynamic. We’re talking about the way humans operate, act, and go about their day-to-day lives.
At the most basic level, this change in behaviour requires a reaction from brands in order to meet consumer expectations. However, we see it differently. It is absolutely crucial to regard this as a remarkable opportunity.
Ask yourself if you’ve ever been genuinely moved by a poster. Of course not, but who cares? The point is, tapping in to emotions is the vehicle through which to communicate brand values. Why? People will not be sold to. The beauty of the path that the industry is taking is that it allows contextual targeting, meaning brands can target specifically, within smaller budgets, to only the relevant people. The emergence of programmatic represents the opportunity to serve desirable video content to the people that want to see it. However, it’s important to remember that it must do one of the following:
Hit an emotion
But what exactly has changed, we hear you ask? Well, a lot of things. Mainly the following three; Media. People. Behaviour. All three have changed so much that the interruption model of advertising has become redundant. One phrase that captures this transition brilliantly is “continual partial awareness”. Rather, people do not have to watch anything. Instead, consumers are ‘always on’, and it’s a cluttered market place out there. The opportunity is there to grab attention, more so than ever, but it has to be unskippable, unignorable, and well targeted if it is to succeed.
This is more relevant on mobile than anywhere else as people expect entertainment and are much more open to a ‘pure fun’ approach to an ad than one that sells to them. As mobile epitomises the ‘always-on, continual partial awareness’ environment we live in, we think this speaks volumes for the nature of video and brand communications moving forwards.