The
consumer segment comprising of Generation Y is now a priority for
brands. As video advertisement has become the effective mode to
promote brands and to create brand awareness, consumption of video
and the patterns relating them to consumers are critical for Video Ads Network. Technology advancement in recent ages has offered
consumers multiple options to watch videos. It is now possible to
watch videos according from different sources and platforms
fragmenting the audience bases. Hence, for brands that are eyeing to
promote themselves through video ads need to segregate the audience
base according to their choice and video watching pattern.
Video
ads, now a day, are not only created for TV. In fact, the share of TV
ads in the marketing landscape is decreasing as expenditure in ads
exclusively for online platforms are increasing exponentially. The
streaming capabilities of mobile devices like tablets, smart phones
and more importantly the internet services have offered great
advantages to users to view high definition video streamed direct
from internet. Gadgets and internet services are more popular among
the Generation Y consumers. Hence the approach of marketers and
advertisers in creating a video advertisement campaign is largely
dependent on this segment of consumers.
In
present times, there is an abundance of videos in the internet
domain. Among various videos, advertisement videos are also flooding
the internet video sphere. Various market surveys and reports have
emphasized the relevance of video recommendations in molding the
watching pattern of Gen Y viewers. An eMarketer report suggested that
39% of Gen Y participants agreed that they watch videos recommended
automatically in the platforms. These recommendations are based on
the browsing activity on the browser or their history in that
particular site. Trending videos are the among the most watch videos
in the internet. This means, when a video becomes viral, it would
automatically be the top watch videos bringing more users. Social
media recommendations work a lot to popularize a video.
The
inferences to video marketers from watching pattern of Gen Y are
several. Videos need to be categorized properly in the platform so
that it can be highlighted in the recommended section. This is
depended on the content type of the video irrespective of them being
an advertisement or the other formats. User behavior also means that
a video that is successfully promoted in the first stage can become
viral if it has considerable viewers to put in on the lists of
trending topics.
Among
the pinpoints that are important for video ads networks is the
quality of the video. Generation Y have an extremely short attention
span. This means, the videos should be highly captivating in order to
be attractive for this segment. If the video quality is low, it is
certain that the viewer would turn away watching only for seconds.
Thus, apart from contents and the message in the video the watching
experience is now important in marketing the video.
Interactive
Call to Action messages and creative display of meaningful messages
are the most important factors that make a video advertisement viral.
It is an utmost necessity for brands to focus on these certain
aspects to engage the largest segment of audience, the Generation Y.
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