The
emergence of computers, smartphone and tablet user oriented devices
have led to a huge disruption in the consumer-brand relationships. It
is, in fact, an up gradation of the communication between the sides
as digital content has become the top mode of connectivity through
the interface of devices. Recently, this has undergone more changes
owing to the improvement of these devices and increasing strength of
internet connectivity. Video content has surpassed the popularity of
text and image based content with respect to an advertisement and
branding. Ad networks transformed into online video ad networks aligning
their marketing strategy to the requirement of the industry.
Industry
report suggests that more and more companies are being added to the
video ad bandwagon using advertising strategies. The online channels,
especially, the video platforms have become an effective mode for
marketing and to create brand awareness. The reason behind this
radical change is that now internet users or digital users are more
naturally inclined towards video contents more than any other format.
TV series, movies, sports, news and documentaries all became
available online rendering more popularity of internet media. Thus,
the focus of companies and brands towards digital video is quite
reasonable in this regard.
Although,
campaigns are targeted based on Geo locations. The video contents
must be directed to maximum audience on the web. Media contents
should appeal to different groups of people around the world,
speaking different languages and following different cultures. This
augments the probability of the video becoming viral by many folds as
the approach to the creation of the video is global rather than being
local. For example, the Asian market is growing and any campaign that
relates to the market would be successful in the region. However, if
some elements of the western culture are also added to the video it
would also receive considerable viewership from the western
countries. This would increase brand awareness substantially.
Bringing
on the all-inclusive nature of video ad have immense advantages over
video contents that have local targets. Ad campaigns with such video
are more effective en various fronts like creating brand recall and
increasing brand awareness.
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