During 2014, we saw a huge shift in advertising budgets to online video advertising. The ability for brands to directly connect with their target customer on all screens has forever changed the way we advertise. If you want to stay true to the voice of the customer, you simply have to do it on their terms.
Advertising Dollars Will Go Where Eyeballs Are
In years prior, you’d run TV ads, analyze, and months down the road you could change strategy, if needed. Now you can run thousands of different ads to thousands of micro-targeted audience segments, then measure and optimize on the fly, leading to a more efficient 2015 advertising spend. Overall, 70 percent of marketers increased the amount of budget allocated to digital brand advertising in 2014, a 15 percent increase from last year. With consumer behavior all about multi-screen multitasking, we will continue to see this upsurge in 2015.
At a recent conference, IAC Chairman Barry Diller, said, “I think the future of television is more fragmentation”. It looks like video and digital streaming (and advertising) is beginning to catch up with traditional TV networks, at least in terms of revenue. The chart above, from Business Insider shows that YouTube’s annual ad revenue has been rapidly catching up to that of CBS.
Get ready for engagement…
Brands now have the ability to push the boundaries of real-time, personalized and programmatic advertising to capture the energy and excitement of what the customer is interested in seeing at that very moment. Sightly is allowing brands to realize the ultimate promise of advertising in the digital age: to efficiently and effectively run highly relevant, creative, responsive and measurable campaigns, at scale. Brands are already jumping on this opportunity… will you be too in 2015?
