For the last few years, social media have greatly influenced the ability to sway users. We all know that it is not only captivating and pleasing. It is also able to bring the brand lively and closer to the audiences.
A recent study from Ooyala entitled State of the Media Industry reports that many publishers, including the experienced and the new players on the field, start to make their move to the production. They start to think as video producers.
This study is confirmed by the data-driven video content that has become the basic foundation of many digital marketing campaigns. The study also shows that video content with most ROI will grab more attention in quick time from the consumers.
Here are some highlighted statements from the report conducted:
Millennials digest Social Media as the News Source
One of the big advertising companies such as Millennials has their own way of getting their news. They get it through various sources of digital publications and social media feeds. They are news heavy consumers who prefer to get out of their shell of only visual content. They choose to get accustomed to the shareable video that can’t be fulfilled by printed publication media.
Meredith has recognized this too. A study stated that this giant media has recently partnered with unconventional studio and have been producing lifestyle videos to spoil the audiences of their digital magazine and targeting Millennial women.
Mobile comes first
A recent study from ComScore shows that the use of the internet might have peaked yet it shows a decay attraction caused by the new favourable use of mobile.
This report gives media companies a reason to launch mobile-first content to maintain the loyalty of their consumers and of course, to save a leading position in the digital market competition ring.
It is also known as Gen Z. Its’ content consumption habits are very different from Millennials. The differences are so notable in many ways. They are known to become more social and tech-savvy than their forerunners. Their consumers are those youngsters today. Undoubtedly, they are even already spending more time floating on smartphones and tablets. They want to be part of content creation.
Engage more consumers from the partnership
Recently, NBC Universal invested in Vox and BuzzFeed. Why?
More than 70% of digital leaders are planning to invest more in online videos. It is revealed from the survey conducted by Reuters Institute Digital Leaders in 2016.
Many publishers start to make a partnership to fill some empty rooms in content, audience growth, financing, and distribution.
Data drives the change
All publishers need to completely understand the way their audiences get engaged with their content and ads. They obviously need the data. It is a fundamental component of any digital business. Media companies will have a big problem without the data and the system to analyze it.
Virtual is the New Reality
What can be more real than this technology in digital marketing? This VR technology stimulates users to allow interaction. So, it is understandable why publishers like National Geographic are using this format to be used for their audiences. Even USA Today’s has announced their first branded VR news channel, VRtually There.
The media industry today engages with smart discovery to help viewers find video content through the recommendation from similar likes. It makes one-to-one recommendations; offer the viewers on videos they like to enjoy from other viewers with a similar pattern of consumption.
The shorter, the better
Eye-catching, understandable, and mobile-friendly content is taking the leading spot of the popularity among the media companies. The recent study from Ooyala reported that the 95% digital video from the publishers that tracked for the researchers were less than 5 minutes long.
Technology is such an immortal invention. Today, audiences are becoming more accustomed to watching long-form content. Mobile devices have grown into various screen sizes and especially when they can be connected to the TV (CTV) at home. Long-form content can be the main point for the publishers on their brand differentiation. They can differentiate the efficient use of long-form content for the deeper and more detail resource from the company as well as the short-form for various purposes that need to be consumed fast.
Live content takes control
This technological era has created a new demand from digital viewers. live streaming has taken full control of the global demand for digital content. Audiences crave more on the real-time connection to be able to consume their favourite content on their favourite devices and favourite times. A study reported from BuzzFeed that around 800,000 Facebook viewers are able to sit and stay tuned in front of their devices to watch their favourite content of45 minutes length.
Digital ads market is indeed increasing. As it is increasing, one problem seems to emerge. It has been quite an issue that digital audiences are avoiding ads. Somehow, the industry itself has become a global challenge. The chaotic, poor ads, system privacy issues, and irrelevant ads have reached the expense of the viewers. The recent study conducted by Millward Brown caught that more than 60% of the viewers would like to see the existence of ads if they could control the ads they see by themselves. Even over 40%, viewers prefer to personalized ads, and around 50% of mobile users don’t like the existence of ads appeared in video content.
It has been a popular tactic for premium inventory. A study stated that Private Marketplaces (PMPs) and the automatic guarantee trading methods resemble the traditional direct video ad sales, and satisfy the buyer demands. This program also gives offering on taking over the control of inventory, rates, and also the trading partner.
For the sake of consumers consumption, the year of 2016 sees that both traditional media publishers and new players in digital media need to spoil them by delivering the content on the audiences’ terms.