Over
the last few years, marketing has evolved tremendously. Traditional mass media has shifted to
digital targeted media. Although the way
we communicate with brands has shifted, the essential elements of traditional
media are still alive and thriving. As
of 2013, time spent with digital (including online and mobile) has surpassed
time spent with TV, by just under 40 minutes.
Even so, the time we spend with TV is significant. TV gives us the whole package- sight, sound,
and motion. We enjoy watching movies,
TV shows, documentaries, news, sports, and special events on our large flat
screen TVs. As the increase in time
spent with digital increases, we are no less interested in that same content,
but are choosing to watch it elsewhere. 
Consumers are taking their video viewing online. Time spent per day with digital video has increased over 800% in the last four years. Consumers can purchase smart TVs, stream
through devices like Apple TV or Roku, or access content through their cable
provider on their laptops and smartphones.
Consumers are not only taking their traditional video needs online, but
they are engaging with short-form video content as well. YouTube is the second largest search engine
and everyday over 100 million internet users watch an online video. So what is important about this shift in
video viewing for marketers? That’s right,
more ad opportunities.
Video
ads see 3x higher CTRs than standard banner ads and usually appear in a less
cluttered environment. Video ads are
accomplishing two advertising goals.
First, they generate awareness by reaching a large audience with a
cost-effective CPM. Second, they
generate traffic at a higher rate than other digital ad formats. Due to the increase in video advertising, ad
views have spiked over the last year and will continue to grow. As the industry evolves and content remains “king”, online video and video
advertising is going to part a larger role in marketer’s budgets and digital
strategies.
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