ADOTAS — 2013 was a watershed year for social video advertising. But what can we expect in the coming year? Sarah Wood (pictured below), COO of Unruly, offers her picks for the Top 10 Social Video Trends for 2014.
1. New tools will emerge to help real-time marketers become more ‘agile’. In 2014, we’ll see the emergence of new tools and platforms to support the macro-trend towards content marketing and real-time marketing, with more brands becoming newsrooms for their niche. It will lead to greater investment in content discovery, content curation and content creation as brands vie with each other for consumers’ share of mind on social platforms.
2. Brands will explore the wearable tech marketing opportunity. The next generation of advertising will see brands making use of more complex and more varied data sets to improve targeting and timing e.g. only advertising woolly hats in cities where temperatures have fallen overnight or advertising umbrellas in areas where it’s forecast to rain.
3. Mobile will truly become the first screen. Engagement rates on mobile devices exploded in 2013. Looking at Unruly’s campaigns alone, click-through-rates (CTR) on smartphones and tablets more than tripled. It’s a trend that looks likely to continue into 2014, with mobile video predicted to increase 25-fold between 2011 and 2016, accounting for over 70 percent of total mobile data traffic by the end of the forecast period (Source: Cisco).
4. The Prankvert will make way for the Trackvert. The thin line between advertising and music videos became a lot thinner in 2013. Of course, product placements are nothing new. From shameless movie plugs to Hollywood being ‘caught’ with shopping bags, we have all seen A-listers flaunt their supposed tastes in fashion and cars for extra money over the years.,But over the last few months there have been a lot more ads which could arguably be identified as both a music video and a full-blown ad. During the next few months, we expect to see a lot more ads that push the boundaries between music video and ad.
5. Social video will amplify TV spend and demand TV budgets. Social video advertising – which sits at the intersection of social, mobile and video, the three hottest trends in digital marketing – has long been overshadowed by TV. But in 2014, we are going to see social video demanding a far larger share of the marketing pie. This will be fed by the launch of Facebook’s new video ad platform, while Twitter will also play a big part in 2014.
6. Brands will question the value of a view. The value of a video view will come under huge scrutiny in 2014, as more and more brands will want to know their ad is actually in view and we’ll see a growing demand for guaranteed viewability. Secondly, the main purpose of digital video will change from purely brand awareness (cited by 94.6% of US media agencies as the prime objective of their campaigns) to other metrics further down the funnel. It’s not just about YouTube now. Smart marketers and brands are engaging consumers in their own native environments across the Open Web.
7. Big data will be cut down to size. Did you know that 2.5 quintillion bytes of data are created by sales and marketing organizations every 24 hours? (source: IBM). Yet despite this overabundance of data, according to Forrester, nearly half of the 68% who said they planned to increase data-related marketing spending in 2014, saw analyzing the data as their biggest marketing challenge. In 2014 we expect to see Big Data cut down to size and broken up into smaller, more-manageable pieces. After all, Big Data is most useful when combined with human thinking rather than seeking to replace it.
8. Facebook will shake up the video ecosystem. Facebook introduced its much-anticipated video advertising stream at the end of 2013.It means that rather than just embeddable videos, brands can now place auto-play ads directly into users’ news feeds. It’s a game-changing move by the social network, with Morgan Stanley predicting Facebook video ads could be worth $1billion market to the social media giant by the end of 2014, a figure which could rocket to $5.5 billion by 2019.
9. More brands will play the long game with short-form video platforms. Whether you wanted a six-second fix or your 15 seconds of fame, the short-form revolution, led by Vine and Instagram Video, was certainly a big feature of 2013. Brands experimented with short form content in 2013, but in 2014 we’ll see platforms such as Vine and Instagram being integrated more meaningfully into marketing programmes. New players like Snapchat, Line and Keek will also have their say as advertisers look to make the most of this new trend of ‘ephemeral content’ over the coming months.
10. Brands will make it big in Brazil. With a massive year for football ahead, it’s highly likely a brand will pick up on the combination of music, football and exhilaration to create a crossover video that hits the back of the net. The World Cup in 2014 is a huge opportunity for brands hoping to make it big in Brazil, which was recently dubbed by The Wall Street Journal as the “social media capital of the universe”.What’s more, Brazil is a country of self-confessed video junkies. It boasts the highest levels of video sharing in the world, so there’s an opportunity to kick-start a viral cascade that will ricochet around the world.