While the battle for online video supremacy continues between YouTube and Facebook, both giants are collectively working towards one powerful trend: the billion dollar shift of ad dollars from TV to digital media and online video. Advertising Age recently published new research from Standard Media Index (SMI) illustrating how billions of national TV spend had been repurposed towards digital media equating to a net loss of $1.7 billion. This trend is the latest amongst many that points directly to the growing shift of major marketing and ad dollars towards digital media (specifically online video) and conversely, quickly away from traditional TV advertising.
As companies head into the later half of 2015, here are a few notable industry trends to help marketers and advertisers best plan their digital media spend:
In light of the aforementioned trends, increasingly more brands are proactively choosing to develop their online video presence via sponsored advertising, branded content, and/or marketing with prominent digital influencers to quickly grow their views and brand awareness.
Here are a few examples of companies who have traditionally advertised on TV but are now venturing into custom content creation on new and emerging social publishing channels and networks:
Dr. Pepper – the soft drink beverage giant recently partnered with several Viners for a multi-platform marketing campaign.
Toyota – running inside Snapchat’s localized Live Story feature, Toyota is the first car brand to leverage the online video platform’s geo-targeted ad format.
In Ad Age’s “Marketer’s Playbook” video series, both Macy and Gatorade detail “going all in on digital.”
In a targeted effort to best connect with consumers and build brand affinity, both TV networks and major companies are partnering with top video bloggers (“vloggers”), YouTubers, and other digital influencers. Nike, Mercedes-Benz, and J. Crew have partnered extensively with YouTuber Casey Neistat for several online video campaigns. Major TV advertiser, CoverGirl, was one of the first to team up with beauty vlogger Ingrid Nilsen to expand and augment their brand offerings online. VidCon 2015, the world’s premier industry conference for online video, marked the first time where a major TV network (Nickelodeon) held open casting auditions specifically targeting digital influencers. Both Universal and Marvel began promoting their movies by creating short form web content with prominent YouTubers (see Terminator YouTube Chronicles, Ant-Man + Trainwreck)