A New White Paper From Oath’s RYOT Studio reveals an increased interest in branded video and immersive formats among advertisers
Marketers are discovering that branded video, if done correctly, can be the perfect way to advertise a product without coming off as inauthentic and “in the face” of a consumer. In a new global research study, Oath revealed that 43% of advertisers are purchasing branded video, and 2/3 see it as one of their biggest revenue opportunities. Additionally, nearly 40% of advertisers intend to invest more heavily in branded video in 2018, and 62% feel it’s the most effective content marketing medium.
The less a video feels “like advertising,” the more informative, authentic, and original it seems. According to Oath, more than 61% of consumers agree: as long as the content is of good quality, they do not care if it’s branded.
So what are the main ingredients found in a successful branded video? According to Oath’s Head of US Field Sales Courtney McKlveen, the first ingredient is data.
“First, lean in to data. Consumers today have higher expectations for advertising than ever before: branded video content needs to be relevant, meaningful, educational or useful in some way for it to resonate,” McKlveen explained to Videoink. “Marketers now have access to many different data signals–ranging from search behavior to content consumption patterns–which makes it not only possible but imperative to deliver a more relevant ad experience. Leveraging data to inform the strategy for your branded video content and ensuring it’s what your target audience is looking for will help you reach the right consumers at the right time.”
McKlveen also emphasizes the importance of setting up content to work across multiple screens.
“Consumers are always one-the-go, and they’re often watching content on multiple devices, starting on their desktops, and then moving to tablets and mobile phones. Creating a consistent message across screens ensures you’re reaching consumers through multiple touch points.
In addition to branded content, advertisers are giving more thought to immersive formats. In fact, 1/3 of advertisers say that VR is a strategic priority for them this year. This is likely due to consumers increased familiarity with the format. RYOT’s white paper revealed that 60% of users have experienced 360º video, and over 60% are interested in seeing 360º video ad formats; plus, 52% of users have experienced virtual reality, and 55% are interested in VR advertising.
“Video and native video ads have gone mainstream. They’re a critical part of a brand’s media mix. New formats including AR, VR and 360 video are growing quickly. They’re opening up doors for marketers to get more creative with video and how they inspire consumers to take action,” says McKlveen. “At Oath, we’ve been really excited about the possibilities to leverage more immersive video, and it’s changing the way brands do digital storytelling.