As YouTube celebrates its 10th anniversary, Natan Edelsburg, from The Drum, looked at the battleground over online video advertising spend and how Facebook plans to lure advertisers to its own video offering, while many other pretenders lurk in the shadows with brand incentives and big audiences who are moving away from the television.
In recent months the behemoths of online video have entre a battle not seen since Apple and Microsoft drew swords in the late 80s and early 90s. (Or from video’s point of view since Betamax and VHS) YouTube, the mainstay for online video, boasts over a billion users after 10 years in existence and has never had to sweat much before. However, Facebook has entered the fray and begun to make big investments in video, leaving YouTube clinging onto its talent.
The last figures released by Facebook in January claimed that the number of videos being posted globally by users had increased by 75%, only months after founder, Mark Zuckerberg claimed that within five years, most of the platform would be video.
The shift can be seen through the decision by brands, which had traditionally used YouTube, having begun to test using Facebook as well.
However Facebook has the power to socialise its content in a way that YouTube cannot, and the trailer’s 180,000 likes and comments that run to almost 12,500 pages, proves the case against YouTube’s still impressive 25,000 comments.
As a result, brands and marketers are now faced with harder choices as they develop their already young online video strategies. A report by eMarketer has predicted that, “2015 will see a rapid increase in video advertising,” because of all the new options available. In October last year, Comscore claimed that Google held a video audience of 162.3 million unique viewers while Facebook had 93.8 million. Both are continuing to grow, but Facebook can argue that it has a more personal connection with its audience.
So where should brands invest their online video advertising spend? Where should they publish their videos? You can read the full article at:
From Little Orchard’s perspective more channels is only good for customer reach – as long as you have something worth punting out there. If you have advertising spend, ensure you also have a half decent production spend. That way you can reversion your film to become films, each tailored to a particular audience. Facebook will seek to differentiate itself further and will promote the fact that it has a vast knowledge of its audience. So why serve it the same film as the YouTube audience or the Vimeo audience or the Yahoo audience?
And if the trend continues towards the more personal contact with the audience, as many marketing pundits are predicting, then the films and videos our clients commission will need to reflect this more human, story-led approach in its budget.
Take a look at our portfolio for examples of how you can achieve that more personal touch. And here’s the blatant advertising bit – then call 0845 838 7396 to talk to one of our producers about how we can achieve it for you.