Digital Video Advertising: 2017 Landscape

Cross-posted from work.

Researchers predicted that 2016 was to be the “Year of Video” in the digital space — and it was. Cisco projected that 64% of all consumer internet traffic was video, and Brafton is projecting this to rise to 74% in 2017. Today, more video content is uploaded to the web in a single month than TV created in the last three decades, and 55% of people watch videos online every single day. It seems that everyone is creating, uploading, and watching video online. Even your mom.

So as you plan your media buys for 2018, why is your template modeled on a strategy from 1998? This might sound self-serving coming from a digital firm, but that doesn’t make it any less true: your voter audience is choosing to watch digital video over broadcast video. It is well past time that your creative strategy and budget reflected this fact.

So what are some steps you can take to modernize your video strategy? Let’s explore.

Video Length

Nearly all traditional political television ads are structured around the tried-and-true 30-second spot. That inventory is still available in digital pre-roll, but there are now a lot of other options to consider. The shorter 15-second format is increasingly dominant, with available inventory on most premium publishers. Last year, Google launched six-second ‘Bumper’ ads , a format which makes a lot more sense when consumers might be watching a YouTube video which itself is less than 30 seconds.

Additionally, social media channels provide opportunities to engage voters with videos longer than 30- or even 60-second formats. On Facebook, advertisers can utilize videos up to two hours in length. While very few voters are going to have the attention span necessary to sit through a two-hour political speech, you can easily envision an inspirational campaign kick-off video of 2-3 minutes in length. Facebook will even auto-generate closed captions for your video, a tactic which has proven to increase viewer engagement.

Video Content: Digging Deep

Consider creating digital-specific videos for social. This can be great for highlighting things from the oppo file which you might not put on traditional television or pre-roll. With captions, you don’t even have to spend money for voice talent, making these relatively inexpensive to produce and with a fast turnaround.

Precise Targeting

I’ve written about this before, but our strategies for targeting voters online are now even more advanced. With our partners LiveRamp and TubeMogul, we can take your modeled voter file and match it to voter identities across the internet and across devices. This enables us to serve ads to your target audience on whichever device they are using: their computer at work, their phone while at lunch, or their tablet at home. This is precision and efficiency which broadcast television cannot match.

Next Steps

If you’re ready to start planning and executing a digital video strategy, get in touch with us. The Prosper Group is here to help.