The latest eMarketer report, Digital Video Advertising Best Practices 2017, comes at a perfect time for the industry. Rapid growth combined with exciting new capabilities—both technical and creative—mean that video is poised to have greater impact than ever. Digital video spend surpassed $10 billion in 2016 and is expected to reach $18 billion by 2020.
As video continues to evolve, best practices for making the most of all this are evolving in tandem.
Our CMO, Jen Catto, is quoted describing the importance of delivering hyper-relevant ads:
“There may be disagreement in the marketplace around targeting, and it may be sort of a dirty word, but there’s an entire generation of people—millennials—who believe that targeting is what makes advertising relevant to them, and they want that. They don’t want to waste their time on advertising that has nothing to do with their needs or interests.”
We found this was certainly true based on research conducted in partnership with the Center for Generational Kinetics. To learn more about how different generations engage with and trust video, check out our 2017 Predictions.
The new eMarketer report echoes many of the same sentiments we’ve uncovered in our own proprietary research, and over our 10+ years’ experience in the video ad world. Jen goes on to share insight on tailoring video ads based on all of the factors that will affect the viewer’s experience—the device, the moment, and everything that comes along with that. From where we sit, we anticipate agencies’ roles and processes shifting in order to effectively communicate the ideas at the heart of video creative.
eMarketer subscribers can check out the full report for all 15 best practices. Cheers to more effective brand advertising and a strong video marketplace in 2017!