The Super Bowl has long been one of the golden annual events for major U.S. advertisers, with most ads viewed by upwards of 100 million people. But when it comes to video ads online, the 2014 holiday season is the new winner.
Unruly's Viral Video Chart shows this year's branded video ad campaigns racked up more shares than the top ten most-shared Super Bowl ads, despite the fact they've been online for many more months.
This could be thanks to campaign longevity – holiday videos are shared for weeks before Christmas, but the Super Bowl is generally a quick push. Regardless, the importance of online video in our lives continues to increase and 2015 will see this emphasized even more – with more businesses shifting ad dollars to digital and video advertising.
Why? Mainly because video advertising presents the opportunity to target a specific audience using the most captivating medium available, while offering measurable results via analytics. It's something traditional advertising just can't do.
Another recent survey via Brightcove offers even more reasons and proof why online video resonates with consumers:
Seventy-six per cent of consumers cite video as their preferred method of consuming brand information. Forty-four per cent said video is most 'appealing' form of media, with 'engaging, sharing, authentic and shareable' listed as reasons for trusting video content versus other forms of communication.
Thirty-five per cent said a video is more memorable if it is of high quality and if it delivers a positive viewing experience. Thirty-nine per cent are more likely to research the brand further and 36 per cent are likely to spread the word about the brand.
What does this mean to the average business owner? If you haven't already, it's time to make sure you recognize the power and potential of video in your marketing mix.