Live video effectively changes the way brands interact with their audience, engaging viewers in a quick, authentic way that other formats simply cannot compete with.
Live streaming has gained notoriety in the advertising industry. Marketers notice this new way of engaging and tapping into their audiences, with approximately 28% investing in more live video streaming for their brands.
Why Live Streaming Is Necessary for Advertising in 2022
Individuals everywhere consume more video than ever before, regardless of age or personal interests. Virtually anyone can enjoy video streaming in their spare time. Spending more time at home, the flexibility of having the option to watch anywhere, and the accessibility of original content are the top reasons why so many people are hooked on it.
Many users report that the availability of free content is especially appealing, and about 1 in 4 people say that streaming is a better value than opting for satellite or cable television. There is something for everyone with so many options (free and paid subscriptions).
Now that we have a better idea of why video streaming is so essential, let’s cover some of the trends we expect to see continuing or surfacing in 2022.
Trend 1: Streaming Content Is Expected To Increase
Consumers already dedicate around five hours a week watching streamed content and all signs point towards this number increasing in the coming years. For example, in 2020, tons of people watched more paid and free streaming services, video game streaming (like Twitch), and social media videos.
Paid video streaming is seeing an exceptionally sharp increase in viewing. It’s said that around three out of five consumers are watching more paid services such as Amazon Prime Video, Disney+, Netflix, and Apple TV.
Trend 2: Consumers Are Sold On Streaming
Not only do many users prefer streaming because it’s more convenient, but it’s also a better value and offers higher-quality content than what you’d get with cable. The cost of the subscription and the quality of the content are two of the top factors when consumers pick a service. Other attributes considered include flexibility regarding cancellation terms and how much free content is available.
Consumers are already sold on video streaming. Now marketers just have to create a strategy to tap into their viewers via advertising. To learn more about how to capitalize on your video streaming advertising approach, check our our recent findings, “The Ultimate Guide To Performance Streaming“.
Trend 3: Half Of Consumers Use Video Streaming Services On Mobile Devices
It doesn’t seem like this trend is going to stop soon. While most consumers stream on their largest screen, many also want to watch on various mobile devices.
Laptops, smartphones, and tablets are all popular devices for streaming video. When it comes to Gen Z, more than 75% of users watch live streaming on their smartphones. Smart TVs tend to be the most popular choice for video streaming among all other generations.
Trend 4: Consumers Love Free Content
Free content and ads are typically a package deal. A driving force for many individuals using streaming services is their access to free content. Consumers are more likely to pay for on-demand movies or TV shows. Although, most consumers would like to see their news, live award shows, live gaming, live sports, and more for free.
In the top 20 global streaming services, there is a blend of pain subscription-based services, as-supported services, and free on-demand video services. This gives marketers options when building an advertising strategy to reach highly engaged audiences via streaming.
Trend 5: Marketers Will Need To Set Themselves Apart
Marketers will need to ensure their efforts are not mediocre. Be bold and think outside of the box. With so many advertisers flooding the streaming platforms, you’ll need to take a chance.
In addition, ads in live streaming must be short and to the point. People are innate to disliking ads, especially while steaming. So, if you’re going to do it, aim for the 5 to 10 second window and be as bold as you can. The goal is to show them something creative, short, and exciting. Then, if the attempt is successful, that ad will stick in their mind.
More importantly, they won’t feel the need to avoid your product out of spite for a disruptive, drawn-out, and dull ad.
People can fall in love with brands, they dedicate their money and support to these companies, and over time, they become so much more than just a brand. It becomes a part of their household, their everyday lives. Some would say they cannot live without certain products and brands.
Doing your best to be undeniably engaging and offering addictive, funny, or emotional content within your ads will build strong bonds with your audience. Likable content is becoming even more essential this year and in upcoming years. But, advertising will have to be done right if it’s going to get through to your viewers.
Experts Chime In:
If video streaming hasn’t been considered in your advertising strategy yet, now is the time to find a place for it. There simply won’t be enough social content or blog content to rip consumers away from their addictive live-streamed content. Instead, you’ll have to play the game and make sure you’re playing it right.
“Streaming allows for measurement precision,” Stefanos Metaxas, Chief Strategy Officer of Bliss Point Media [now a Tinuiti-owned company] says. “It allows for large scale and also allows for data ownership. This makes it an overall perfect contender for a performance marketer.”
“If there’s one thing you take away from all this,” Metaxas adds, “it’s that the ‘black box’ days are behind us and you can grow this into a very meaningful campaign.”
Viewers want genuine, authentic content that appeals to them emotionally or makes them laugh so hard that they cry. They want to like the brand they support and don’t want ads to be boring or indirect. They’re no longer falling for the outdated, ho-hum advertising gimmicks. Marketers will have to consider this when creating content to engage their audiences.