Emerging Video Advertising Trends in 2023Reading Time: 4 minutes
Video advertising is one of the most preferred ways of promoting a brand today, and it is not going to change in the foreseeable future. In recent years, video has been an effective trend for educating and influencing consumers and 86% of businesses utilise it as a potential marketing tool.
With the pace at which the ad industry is changing, anything from a month ago is considered a distant memory in the field. Thanks to new trends and technology, the scope of advertising is changing every few days. Here are the top five advertising trends that brands should bookmark for 2023 in order to break through the advertising clutter.
1. Vertical Videos to Conquer the Market
In 2022 video advertising could draw 82% of the traffic. According to Chris Penn, the cofounder of Trust Insights short and vertical videos will take the advertisement market by storm. The new ad market is exclusively mobile. To match that rapid growth working with vertical video is the most feasible option.
For sustainable strategic marketing, a planned video is the core component. Video plays an important role in priming consumers for lower-funnel objectives like awareness, and consideration. The reason is consumers are watching digital videos.
If you as a marketer want to get the most out of the video, you need to stress where and how the consumers are watching. Therefore, in 2023 bespoke content is going to be the key.
2. The emergence of Multiple Programmatic-Video-Ad Markets
While the direct relationship between the publishers and brands created a premium digital-ad niche, the programmatic-video ad remained Wild West despite having greater volume. In the upcoming years, we can expect the programmatic-video-ad segment to be split up into multiple sub-niches.
In such a scenario, while the premium segment will rely on first-party data and AI-driven complex contextual tools, the rest will rely on a completely different business model. The new business model will come up with less precise targeting options but at an affordable price. Hence, a potential solution for smaller brands.
Since the time the video ad markets became data-driven and automated, they started eliminating the human factor. As a result, it allowed brands to advertise effectively- the cost is reduced and the effect is increased.
3. Prioritizing First-Party Data
According to The Economist, ‘ The world’s most valuable resource is no longer oil, but data’. Brands collect consumers’ data from every touchpoint. On the other hand, marketers use those insights to serve consumers with highly-targeted ads that are more likely to drive conversions.
So, in the upcoming years, the right combination of first-party and third-party data will play a pivotal role in achieving the marketing objectives. Recognizing the target audience by using only third-party cookies will no longer be possible in the coming years.
A world without cookies is challenging for an advertisement ecosystem. However, this challenge in turn presents a huge opportunity to embrace privacy as a part of the customer relationship. Therefore, first-party is going to play a vital part in future strategy.
Considering the emerging trend of 2023, first-party data is going to play a key role in creating a personalized marketing message that resonates with the target audience. Once the advertisers identify the customer, they can start creating ads that speak to the needs of the customers which leads to more revenue generation in due course of time.
4. 360-Degree Video Ad
In the next five years, there will be a dominance of 360-degree video ads. This is where the dollars will be flowing to. It is expected that the resurrection of 360-degree video ads will create a benchmark with the help of the mobile industry.
Even though there is a depreciation of third-party cookies, and amidst the stricter regulations over using consumers’ data, the mobile advertising industry will grow in the forthcoming year. There has been a comeback of mobile-specific 360-degree ads which are getting less traction. With flexible display (both vertical and horizontal) to ensure a smooth experience regardless of varying screen size and configuration.
5. Taking Viewers’ Experience to Account
Over the years the evolution of advertising has met major milestones. Most significantly, it has become personalized throughout the year. Nowadays, consumers have higher expectations in terms of the premium viewing experience. So, smooth delivery of ads can make or break the experience. In 2023 the focus should be on the viewers’ experience that matches the premium streaming content -contextual advertisement. Viewers usually prefer watching non-repetitive ad-supported content. So, to avoid consumers’ ad fatigue, buyers and sellers should take a viewer-first approach.
These are the five advertising trends to bookmark in 2023. Providing high-quality advertisements is crucial in ad-supported content. Speaking of ad-supported content, the current subscription video-on-demand model is redundant. Disney+ has already deviated from it to embrace ad-supported video-on-demand content. So, it is just a matter of time for media owners and advertisers to achieve a seamless inclusion of high-quality ads into the subscribed content.
VDO.AI is a global advertising technology innovator that provides high-impact ad solutions to draw consumer attention. It is a one-stop platform for all your advertising needs. Staying aware of the latest trends and predictions in the adtech industry, VDO.AI paves the way for higher engagement and ROI. Contact us here to leverage video advertising for achieving greater outcomes for your brand.