New platforms, big data and more affordable production technology have made 2014 a very interesting year indeed. During this time our projects have ranged from web-based videos to high end animations for special events, but in the coming year we expect that many of our clients will be following these trends in advertising and adjusting their media needs to meet them.
Content Marketing Means Video
The expansion of content marketing continues to balloon, and brands are turning to video in their effort to bolster engagement. Buzzfeed recently announced that it plans to invest heavily in two areas in 2015: mobile and video.
Cats have been trending on the internet for years now, but Friskies recently worked with Buzzfeed to produce the delightful “Dear Kitten” ad with comedian Hosea Jan ‘Ze’ Frank as the narrator. That video has garnered over 18 million views as of this post, and continues to climb with its soft monologue and uber-cute scenes. This form of native advertising continues to gain traction because it offers online users fresh content that incorporates plot, character development, humor and other storytelling elements that pique the interest of audiences rather than turn them off to blatantly self-interest ads.
Original Stories for Original Audiences
As niche audiences have proliferated via the internet (along with the ability to locate them via big data), brands are shifting their media and content away from mass audiences and focusing on marketing to specific groups who they hope with form strong bonds and consistently engage past the interaction. Brands are finding that they can no longer create content based on generalizations about their audiences, as they might have done in the past. The Millennial generation (born between 1980 and 2000) is considered to be the most racially diverse generation in history (43% non-white) according to a recent Pew Research Study. Out of this diversity comes a rich array of experiences, backgrounds, traditions and expectations about the future that cannot be ignored by communication professionals if they aim to foster connection with these targeted groups.
Concise Videos for Mobile
Alluded to earlier, mobile continues to gain a huge place in the lives of online users. Inc.com estimates that 1/3 of all online activity takes place on a mobile device, and that number doesn’t appear to be dropping anytime soon. Advertisers, social platforms and investors are taking notice of this trend, and adjusting their strategies accordingly. Last week Snapchat announced their plans to finally incorporate video ads into users’ timelines to begin actually generating revenue. While short, these videos still serve a great purpose of effectively telling stories with bursting creativity and brevity.
We also saw these video ads begin their insemination into timelines on Instagram this past year. After six months of testing, big brands like Disney and Banana Republic will now feature images and short videos made of fresh content that fits the platform’s theme and style.
Adweek recently wrote:
“Video has become an important part of mobile advertising, and Instagram rivals like Tumblr and Snapchat recently launched similar ad products.”
But as many digital specialists note, 2015 can hold just about anything for marketers and visual creative as technology continues to spiral upwards and we find new possibilities for those advancements. This upcoming year we’re also looking to make a new mark in the history of Prodigi, and we can’t wait to show you what happens.
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