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During 2016, consumers will continue to live connected lives; in fact, they'll become even more connected. So what does this mean for the advertising world?

For most advertisers, the connected world will continue to present tons of opportunity to innovate and find better ways to engage audiences, because we believe as connectivity rises so will consumer desire to interact with video content. With this in mind, 2016 will see a variety of trends and innovative technologies such as interactive video and multi-screen engagement being used more frequently; causing a significant shift in the advertising industry.

In addition to this, because over-the-top (OTT) content is often central to connectivity - essentially allowing consumers to turn laptops, tablets and phones into "TV" devices - digital video is quickly becoming the all-device connector of consumers and content. And, of course, where there are consumers and content, there are advertisers and brands vying to get their attention. This means that 2016 will undoubtedly see a significant shift in the way video is delivered, what video looks like, and how advertisers will be able to use it like never before to initiate consumer engagement.

Here are six things brands and advertisers can expect to see this year:

  1. OTT content and digital video joining forces
During 2015, 58% of UK households used some form of video streaming services like iPlayer or Netflix and with a quarter of Internet users now watching TV and films online we predict that during 2016, OTT content will ultimately let consumers continue to take the TV driver's seat they always wanted - content on their terms and their time. With this in mind it is not surprising that ad buyers around the world plan to invest more in connected TV advertising in 2016, especially as video delivered on streaming devices has an average completion rate of 99%.
  1. Interactive mobile video will catch fireAccording to eMarketer, in July 2015, mobile finally reached its tipping point, with 51% of the average adult's total time spent on digital devices going to mobile screen time. And while we're spending half our time on mobile devices, it's still a very noisy and multi-tasking type of device, forcing advertisers to become incredibly savvy when using video on this medium. Viewer-friendly and the perfect complement to TV advertising, there's no doubt mobile video is poised to do big things this year.
  1. The 5-second spot will get its 15 minutes of fameSnapchat and Vine have paved the way for short-form video content, and in 2016, the 5-second video spot will be yet another way consumers can grasp branded content without the commitment. The tricky part for advertisers will be to ensure they are using every video feature at their disposal to transform a 5-second view into a 60-second engagement.
  1. Programmatic video will get creativeIt's no secret that more personal content yields better results, with many marketers citing higher response and engagement rates as the top reason for personalising ad content. And although programmatic strategies enjoyed being the marketing trend of 2015, in 2016, it's no longer enough to simply serve video more efficiently. It's time to couple this strategy with personalised, advanced creative, which customises messages and content to specific audience segments and behaviours, and complements programmatic buying strategies already in place. Finally, marketers will get to combine the data they use to target and personalise content on other mediums with video, making a powerful visual execution even more relevant.
  1. Video ROI will get a faceliftViewability dominated the video airwaves in 2015. So much that advertisers actually began using it as a measurement for video success, with 43% of ad buyers stating is was an ROI measurement. But as TV goes digital, and ad budgets continue to shift to digital video, establishing a true form of ROI measurement will become crucial for advertisers to understand video's role in their marketing model, and how engagement drives KPIs.
Engagement has long been used as a catch-all term for signalling success with a viewer. But the truth is, when video was (only) a passive medium, there was no such thing as direct engagement; at least not in the sense that would allow an advertiser to attribute direct ROI across key funnel metrics such as brand lift, purchase intent, social media followers, or even sales. As interactive video increasingly becomes the norm, new metrics for video will arise that will far outweigh a "view.
  1. Shoppable video will become a must-haveIn the not-so-distant past, shoppable video was merely a novelty for most marketers. But as interactive video capabilities become more accessible and affordable, we see 2016 as the year shoppable video becomes a must-have in the retail marketer's toolbox. It's no surprise, since one in three millennials have admitted to making a purchase after watching a video tutorial. And after over 100 million hours of how-to video content was watched in 2015, it is clear that video is no longer just an awareness vehicle, it can instantly become a direct path to purchase. Even simple executions such as "Buy It Now" buttons, product recommendations, or store locators can quickly transform a once-passive medium into an instant e-commerce experience.

By Zack Zigdon, International Managing Director, Innovid