How 5G Will Shape The Face Of Video Advertising In The Coming Decade
“Marketing is no longer about the stuff that you make, but about the stories, you tell.”
– Seth Godin
We witnessed the video advertising industry dominating the online market pretty well in recent years, and one doesn’t need to dig deeper to know why. Out of all the long, descriptive texts available to be read online, consumers still get more captivated by those colorful, moving graphics and actually watch it till the end!
With the fastest mobile network rolling in this decade, the opportunities of creating and sharing 4k videos will shoot up the sky. Nevertheless, the impact of 5G on video advertising trends will be immense. Till the end of the last decade, videos proved to be one of the best ways to gain leads, and there isn’t any probability that they will stop any soon!
What Does Video Advertising Mean For Future Marketers?
The way you create and conceptualize your video ads matters a lot in determining the type of leads you will gain. And with the upcoming technologies and shift in consumer interest, the evolution in video advertising trends will be inevitable. For instance, the use of 4k and 8k display screens will be the new normal. And as a result, creating high resolution videos would be a prerequisite.
AR, VR, and IoT will also be a commodity and not just some advanced technology for the commoners. Meaning, marketers would create ads catered and personalized according to such devices.
Video Advertising And 5G
Although some trends never really changed, they provided digital marketers with promising results in the past few years. And it is a no-brainer that 5G will bring some significant transformation in the way the general audience consumes content.
Now with the end of this decade, here is how the impact of 5G on video advertising trends will shape the marketing arena:
1. Filming Vertical Videos
Customers are slowly relying more on their phones, thanks to the surge in a personalized and omnichannel approach. According to a survey, the number of people having mobile phones will be roughly more than those having electricity or running water at home by 2025.
It means there will be more people looking at your advertisement on that tiny device, as compared to the ones sitting behind their desktops or laptops.
Needless to say, creating vertical content that will fit the mobile screen will make more sense. We can already witness this trend popping on social media- with Instagram reels, IGTV, Facebook stories, YouTube shorts, and many more.
2. Making Shorter Ads
Because who wants to watch a 5 minutes long video and get bored? (unless you already know it is interesting) In general, viewers prefer watching shorter, catchy, and to-the-point content that they don’t have to skip. And even the non-skippable ads have a limit of about 20 seconds.
Long story short, better video quality, personalized content, and higher competition would necessitate businesses to convey their thoughts in the shortest time possible. Or else their audience would click away for a better alternative.
But shorter ads need to be creative enough to convey the message within that brief duration. Marketers are, thus, shifting more towards smarter, wittier, relatable ads that can convince their audience comparatively more feasible.
3. Augmented Reality
AR or augmented reality isn’t as fancy as it sounds. You see it every day on your Snapchat and Instagram filters. But it is still in its embryonic stage for marketers. But 5G promises to bring some definite improvements to it.
Companies like Ikea are already using AR for their try-it-on features. And although we have not yet witnessed a successful video ad campaign using AR- but initiatives like Google cardboard are making it possible for customers to experience a better video experience using mobile devices.
Thus, it won’t be long until we witness the video advertising trends shifting towards augmented reality over the years. After all, your viewers tend to rely more on what’s trending.
4. 360 Degree Videos
It is a new stepping stone in video technology. 360 Videos are alluring and a feast for the eyes. They tend to hold the interests of their audience better than any regular video. These videos trigger real-life experiences and emotions inside a viewer and can thus connect to a deeper level.
Many companies like BMW, Samsung, Oreo, etc., use 360 videos very frequently in their advertisements. Here’s an example of a 360 degree GIF (It made me dizzy too).
Such ads will bloom by the end of 2025. The first ones to reap the benefits will be the advertisers who cash in and monetize mostly from ads that focus on user experience.
5. Artificial Intelligence
Artificial Intelligence slowly paved its way from the labs to the mainstream market in recent years- thanks to the rapid advancement in science. Online marketers are starting to rely more on AIs. They are far better than humans when collecting information, processing, analyzing, and implementing the results automatically.
Some of the most beneficial marketing automation features are customer profiling, advanced tracking of ad campaigns, chatbots, etc.
AI’s inclusion with video advertising will manifest in the form of video operators on various platforms. Discord bots are one good example of this kind. And there will be more such AI technology involved with video ads on every channel.
6. OTT Advertising
It stands for Over The Top Advertising and is used to describe the advertisements run on online TV. It recently gained popularity due to the shift in the audience’s interest from watching TVs- to binge-watching on mobile phones. About half of the audience no longer relies on timings and watches their shows only when they are free. And that’s where the OTT platforms enter.
Following are the broad categories of video on demand (VOD) OTT platforms:
I. Subscription VOD: A user pays for a subscription and gets access to a server through which they can stream content until unsubscribed. For example, Hotstar, Netflix.
II. Transactional VOD: This is the opposite of SVOD. The user doesn’t pay a penny for a subscription here- but pays an amount based on the content watched, for example, Google Play, iTunes.
III. Ad-supported VOD: Users are free to log in and stream content in AVOD in return for watching free ads. For example, YouTube.
Advertising on OTT allows marketers to micro-target their audience and analyze accordingly to make shorter, more precise videos. It increases their chance of watching the ads until the end, getting more clicks, and generating higher ROI.
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Remember those Gifs that you frequently send your friends to express your emotions while texting. Well, cinemagraphs are kind of similar but more subtle.
A cinemagraph is basically digital art, which is a combination of a photo and a video. Here, the original photograph remains still, but a part of it is repeatedly moving. Advertising with cinemagraphs is becoming more common these days (recall that hair care product ad that you watched on IG yesterday).
Here’s a soothing example.
Nonetheless, video ads will pave their way to cinemagraphs, especially on banners, social media posts, swipe stories, and many more.
8. Facebook Ads
Facebook is estimated to add 500,000 new users every day (6 new profiles every second). It means that more people are logging into Facebook than the number of kids born daily.
Being the most popular social media site, Facebook accounts for more than a billion daily active users who act as potential consumers for the leading marketers. Thus, out of all the social media platforms, FB already generates better results when targeting leads.
The high personalization and better ROI will highlight Facebook video ads shortly. Marketers will flock to creating and publishing better FB campaigns, as it will become a prerequisite to advertising.
Want to spy on the type of ads your competitors run on Facebook? Here’s How To Search Competitors Facebook Ads By Keywords, Domains, Page
9. User-Generated Content
You can call it a synonym for customer testimonials or an analog of self-promotion. User-Generated Content (UGC) is a term used to describe blogs, videos, audio files, images, and other media created by the customer end regarding any service. It is publically available to other users too. And they can grab more eyeballs than any other video ads.
But UGC is tricky- it must never sound promotional, or none of your potential leads would believe in it. But when utilized the correct way, UGC videos can be remarkably profitable for any business. After all, we all want to know if that hair serum worked for someone who tested it for more than a month.
The catch? People tend to rely more on word-of-mouth. It is the reason why UGC develops more brand trust among the existing and potential customers. It is also known as CGM (Consumer Generated Media).
Ready To Make An Ad Yet?
5G will be way more revolutionary than all of its successors, but marketers have mixed feelings about the after-effects. The transition will be expensive, and businesses would require to be more tech-savvy to fly with the best. Nevertheless, it’s just a matter of time till marketers start living with it.
Video ads have become immensely popular over the years. And as already discussed above, the impact of 5G on video advertising trends will be humongous. And things will transform for good. Which trend do you think will explode the earliest? Did I leave any topic untouched? Would you like to add something to the article? Leave your thoughts in the comments below- I would love to hear from you!
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