With approximately 66% of the general population utilizing subscription video on demand services, and the average number of SVOD (streaming video on demand) services subscribed by the average consumer sitting at a 3.1, it’s no wonder marketers are struggling to create a well-balanced video marketing plan in an increasingly fragmented media channel.
‘Video’ is currently the largest buffet of options for consumers– 80% reported using an app or service to watch video content online in a typical week. There is no doubt the appetite for video will continue to grow- but how, then, do marketers ensure a well -rounded diet of all necessary video ad units? The answer is similar to the one a nutritionist would give you- what works for some won’t work for everyone.
When given multiple choice options of ways they discovered new full-length video content, such as TV shows and movies, 36% of consumers said they saw them online, 47% TV, 34% on social media/ web apps, and 32% at the movies. With consumers diversifying their video palates, what’s a marketer to do?
Just starting with the terms and definitions can be maddening- there’s OTT, connected TV, addressable TV, programmatic TV, programmatic video, pre-roll, social media video, and so much more. At Pinnacle, we plan video campaigns across multiple channels inside two buckets: short form (quick bites of content such as music videos and UGC) and long form (longer than 20 minutes like a favorite TV show.) Once we are inside those buckets, we delineate what types of video and targeting will best build a balanced media plan.
Short form: Consumers digest these pieces of media in short bursts, with the ability to skip or pause content, making the impression potentially less meaningful than a longer video experience. These impressions can be purchased across programmatic exchanges or direct publishers such as Vimeo, Outstream, YouTube or other social media channels. They are, quite simply, planned for a shorter media consumption experience, often with data layered on top.
Long form: Consumers sitting down to watch the latest episode of their favorite show or binge watch over the weekend can be potentially more focused on the content since they can only skip the ad units by exiting out of their platform. Long form video is planned similarly to linear TV schedules, but with the ability to utilize data wherever available.
The validity of impressions can be a slippery slope, which is why it is so important to find the right recipe within your video mix. The quick editable bite on this? There’s not one way to address consumers’ insatiable appetite for all things video-marketers just need to do better meal planning when it comes to their consumers’ cravings.
-All stats from Nielsen 2018 Video 360 Insights
Catie Holoubek | EVP, Media
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