By Alex Strener, Regional Marketing Analyst, BrightRoll
Americans are undergoing a digital transition that is changing the way we view video content. Every other person we pass seems to have his or her heads buried in a laptop, tablet or smartphone screen. Online video currently reaches over half of the U.S. population with rapid growth projected for the foreseeable future. As digital video becomes more pervasive amongst today’s consumers, advertisers may start to wonder which screen provides them with the best return for their ad dollar: digital or television? The answer is simple: you need both. Digital video and television are two forms of a dynamic advertising medium working toward the same goal: utilizing engaging content to promote brands to consumers.
As more data points to the fact that digital video is here to stay, the next stage of its evolution is how digital video will affect agencies and advertisers in their 2012 planning and beyond. According to a recent study, both advertisers and agencies plan to take dollars from display, broadcast TV, print and other media in the upcoming year and shift those dollars to online video advertising. Another recent industry study found that an overwhelming 80 percent of respondents multitasked on another device while watching television. While this may seem like bad news for television, the exact opposite is true. A recent joint study by Nielsen/IAG showed that online video advertising actually boosts the efficacy of television spots in four leading measures including general, brand, message recall and likeability. Taking these studies into account, advertisers are given the supporting data that investing in the digital video ad medium not only reaches a unique and growing user base, but also boosts the efficacy of existing television campaigns as well.
Digital video viewership is also expanding past niche groups, like tech-savvy teens and early adopters, as technophobes of all ages reach for their mobile devices and laptops. For example, a recent study found that moms are more likely than the general population to own a smartphone, and that half of moms who do own one admit to being “addicted.” Additionally, if you think that grandma and grandpa were immune to the trend, you may be surprised: user penetration for seniors is expected to significantly outpace total internet growth in the next five years as more and more Baby Boomers grow up.
As consumers of all ages begin to transition toward digital video screens, advertising dollars will undoubtedly follow them. While the tried-and-true reach of television is here to stay for the foreseeable future, digital video has risen alongside television and become an essential part of brands’ marketing toolkits enabling effective campaigns. All things considered, the two will make very good friends for a long time moving forward.