So the secret’s out – video is the next big thing. Consumers see it all over the Internet and social media, and marketers see it in their metrics and spend. Video is used by everyone, everywhere, on nearly every screen. We watch TV content on our phones, and online content on our TVs. It entertains us, sells us, and tells us a story that has the ability to take us on an emotional journey. That’s true in Hollywood and film, and it’s true with YouTube and its ability to intimately glance into the lives of people thousands of miles away.
Our Facebook feeds are filled with puppies, politics, celebrities and more. Snapchat now reaches over 150 million people every day, offering brands the best-in-class mobile video ads and interactive features, like “lenses” and “geo-filters,” to reach specific demographics and audiences. And that’s just the beginning.
The purpose of video, its role and its creation have changed drastically in the last decade, and has the promise to do similarly in the years, or months, to come. It’s become the new medium for content marketing, offering more traffic, more views and more ROI, and has forged its way into new markets and platforms. Video has been democratized and unleashed to the masses – we know this. So now what?
Those substantial shifts in viewership, trends and content also means big change for brands, as they must realign their strategies accordingly. But as today’s consumer becomes engaged across multiple screens, they become less and less susceptible to earlier video-marketing tactics. So what does the future of video look like? Is it possible to have more video? And if we do, what are the ways marketers can position video content in ways that benefits, and respects, both parties involved?
During the Video Track at Advertising Week, industry experts give insight from both ends of the camera, and discuss what users and marketers can expect from video content in the future. Companies will learn how to integrate video without losing their integrity, and instead they will better understand how video has the potential to propel a campaign toward success.
A few Video Track sessions will include a discussion with Yahoo’s Lisa Utzschneider who will touch on the rise of live content and the driving demand for live video in news, sports and entertainment. Attendees will also hear words from digital influencers, such as Eric Franchi, Ricky Ray Butler and Zach King, about the importance of brands and influencers working together. On Tuesday, ABC will share the first public release of ABC Unified: Videobiquity Insights 2016, and audience members will learn more about the changing linear and digital marketplace of online streaming.
For a full list of seminars and speakers, check out newyork.advertisingweek.com/calendar.
