Last two years saw a surge in the investment in video advertising and other forms of digital marketing by businesses of all sizes. This surge was mainly fueled by the pandemic.
Video was used as a marketing tool by more than 85% of the businesses during the last year, i.e., 2021. 93% of marketing professionals have acknowledged that video helped them in increasing brand awareness in 2021. Below are discussed some of the top video advertising trends to watch for in the year 2022.
YouTube will remain the top platform for video marketers
YouTube advertising has helped build countless number of brands. A recent survey of video marketing professionals has revealed that their most widely used platform is YouTube. More than 80% of video marketers consider YouTube as an effective channel. In 2021, YouTube was used by eighty-six percent of the video marketers, and eighty-eight percent of them are planning to use it in the year 2022.
Transition from behavioral to contextual advertising will increase
Due to the recent data privacy regulations and rising consumers’ awareness regarding online privacy, marketers are finding it increasingly difficult to track people via third-party cookies. The use of third-party cookies has been already discontinued by browsers such as Firefox, and by late 2023, Chrome browser will also discontinue these cookies.
Contextual advertising offers the best way to advertise on the internet as it does not involve the use of 3rd party cookies, and is highly effective, cost-efficient and does not invade consumers’ privacy. A recent survey shows that forty-nine percent of marketers are looking to contextual ad targeting in order to replace third-party cookies. This trend will rise sharply in future.
Investment in connected TV advertising will rise
People are increasingly watching connected TV over traditional TV. It has been forecasted that the number of connected TV households in the US will increase to 110 million in 2022.
The October 2021 eMarketer forecast predicted that connected TV ad spending in the United States will increase to $19.10 billion in 2022 from $14.44 billion in 2021, and by the year 2024, it will be $29.50 billion, i.e., more than double the amount spent in 2021.
eMarketer has forecasted that Connected TV net ad revenue for YouTube in the United States will increase from $2.54 billion in 2021 to $3.17 billion in 2022. In the year 2022, the number of YouTube advertising campaigns for connected TV will rise significantly.
Use of interactive video ads will grow
Brands are already using interactive videos and their use is expected to rise increase in 2022. The statistics show that interactive videos offer a click through rate of over 11%. Majority of marketers think that interactive video will become a highly important part of their marketing strategy.
An interactive video allows a viewer to directly interact with the video itself. It provides a better user experience and allows engagement with a brand at a deeper level in comparison to traditional video. Marketers can create interactive YouTube video ads by making use of certain interactive features such as end screens, call to action buttons and shopping cards to help drive website visits, product purchases, installation of apps, etc.
More and more marketers will adopt AI-powered contextual brand suitability technology
Various surveys have shown that ads of a brand that appear next to harmful or inappropriate content cast a negative impact on the minds of consumers. Marketers are now making efforts to not only avoid placement of ads against content that falls under generic unsafe categories like terrorism, but also against unsuitable content, i.e. content that does not suit the nature of the business.
Marketers are increasingly focusing on brand suitability and not only on brand safety. AI-powered contextual brand suitability technology allows video marketers to ensure ad placement against video content that is fully appropriate for brands. In 2022, more and more marketers will deploy this technology.
By taking into account the above trends, marketers can create effective digital video advertising strategy for 2022 in order to run successful campaigns and boost ROI.