Video is one of the fastest growing mediums and accounts for 18% of all online and mobile display advertising. IAB’s latest research in the UK found that video advertising grew by 62% year-on-year to £324.9 million.
Marketers are now realising that online video is equally, if not more, important than traditional TV budgets (70% of marketers now using video as part of their online marketing campaigns) to target the digitally-connected consumer, as more and more consumers move away from traditional TV viewing in order to suit their lifestyles.
For brands and agencies this presents a hugely exciting opportunity – the possibility to increase the all-important time spent with the viewer. As the traditional marketing mix is now redundant there is great potential to capture consumers through the creation of an interactive video experience. So how can marketers capitalise on this boom?