Online Videos Forcing Advertisers to Change Their Game
May 21, 2015
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Online Videos Forcing Advertisers to Change Their Game


Industry insight is one of the reasons IDR is a leading Orange County online video production company. Insight, of course, covers many facets of the marketing universe. One of the most intriguing is the blazing progress of online videos.

Expect this rapid advance to continue indefinitely. All of which means advertisers must wake up and get in a new game. Or be left standing on the sidelines. Here’s how everything currently stacks up.

Online video viewing is gobbling up more viewing time. Recent research conducted by UBS tells a compelling story: In the U.S., digital video viewing surged by 32% in the first quarter of 2015. In the same period, TV viewership dropped by 4%. These trends have been gathering momentum since 2014.

The new viewing patterns mean only one thing to advertisers: adapt or lose. Already, marketers are shifting some gears. The Interactive Advertising Bureau revealed that a staggering 67% of U.S. agencies and marketers are plucking funds out of television and dropping them into the digital arena. Of special interest to the advertising community is original digital video (ODV) programming. Ad spend for these videos has climbed from 34% in 2013 to 40% in 2015.

Will ODV pack as much clout as conventional television programming? Only time will tell. But before ODV can present a serious challenge to the old boy, programmers must walk the walk. Needed will be solid evidence that ODV matches TV stride for stride when it comes to spurring sales and brand awareness. Right now, there’s a shortage of metrics that can provide this info. Still, ODV, as with all online videos, will continue to gain ground as time marches on.

If you want more information about online video advertising, or about any other video production topic, please share your questions or feedback in our comment box.

And if you’re ready to take your brand to the top, IDR can make it happen. As one of the trail-blazing video production companies in Orange County, we’ll help your brand generate surging sales with our cutting-edge Orange County TV commercial production services, and online video production services. Contact IDR Productions to see how far we can take you.


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