Creative, Social

The Weight of Video in the Digital Landscape

Written by Tim Edmundson

The rise of video in digital advertising has been a force to reckon with, and for good reason. The U.S. digital video advertising market is on track to double by 2019, and according to BI Intelligence, digital video ad revenue will reach almost $5 billion in 2016, rising 78% since 2013.

Video is not only the future of digital advertising, it’s what is dominating now. Pound for pound, it’s simply more effective than your static and conventional images and text –according to Forrester Research, one minute of video is worth 1.8 million words. And with ads featuring video generating 9X as many post-click site visits as standard display ads, it’s clear that video should be used in any marketer’s campaign.

So why is video so dominant? There are a variety of reasons, namely that it’s versatile, engaging, and sharable – which are three things every marketer should strive for when creating ad content. To take advantage of all of its inherent positives, look for natural ways to include video in your campaigns.


Although desktop remains the major platform for video consumption, mobile video is rising fast, and is becoming a major player in digital advertising. Consumers aren’t just texting and reading articles on their mobile devices––they’re watching, engaging, and sharing.

One of video’s greatest properties is the fact that it’s meant to be shared, making it a perfect pairing with social media. According to Invodo, 92% of mobile video consumers share videos with their friends, and research shows that video is shared 1200% more times than links and texts combined. Every consumer is a connection to hundreds of potential engagements, and targeting the right audience with the right video content can lead a stronger brand image and more conversions.

Another thing to note is that social channels and sharing platforms such as Snapchat, Instagram, and YouTube are beginning to dominate mobile bandwidth. Some key takeaways:

– In their recent 2016 report, Ericsson Mobility predicts that video will account for 70% of all mobile traffic by 2021.

– Mobile currently makes up more than 25 percent of YouTube’s global watch time, the largest video platform on the web.

– Marketers should be targeting mobile users with their video campaigns and branded content.

– Keep in mind that it’s smart to diversify your content across both mobile and desktop––narrowing your scope could prove costly for your campaigns.


It’s important to consider duration when posting videos on different platforms. Certain lengths will work better on different mediums; a 2-minute video on your landing page can say something totally different than a 6 second Vine. Longer videos on Facebook can be more effective than a long video on Instagram, for instance. Make sure to keep your audience in mind when thinking about time to maximize your campaigns.

With all types of video content, timing is essential. Any sort of ad should be engaging with a strong message – but you have to make sure you don’t drag the customer on and on and risk losing interest. Statistically, the longer the video, the lower retention it keeps. However, even videos that are 2-3 minutes in length still hold at least a 60% retention rate. Not everyone is going to watch your video, but it is important that you strive for substance rather than retention.


Social channels have become hotbeds for marketers looking to capitalize on segmented audiences, and video has become a strong part of every marketing arsenal. Snapchat recently reported users watching over 8 billion videos per day on their app, whereas Facebook has over 100 million hours of video watched per day.

Although you will always find some part of your audience on any given platform, it is good to personalize your video content to fit the community. When utilizing Snapchat, make sure it feels like it was made in real time. On Facebook, don’t forget about its limits: for example, although the video will auto play, it won’t have sound unless the user allows it. Take advantage of enticing text and visuals to get your audience watching.


With the rise of video, it’s clear that the digital landscape is changing for good. It makes sense for marketers to take advantage of the vast array of channels that video provides for their campaigns. In addition, mobile’s steady growth provides a great avenue for marketers to target large audiences with engaging video content – as apps and developers continue to integrate video seamlessly into their products, video campaigns will only become stronger and more effective. As social media continues to be an integral part of any brand’s marketing campaign, staying up to date with the latest trends and tools will be critical for any marketer’s campaign.

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