1. Shorter is better for mobile Millennials
Starcom’s Take: We have stressed time and time again how shorter videos are crucial – and this research backs that up – for the younger target that is. When trying to reach a younger audience and placing a video ad on a mobile device – it must be a short snippet. Older groups tend to prefer viewing video ads on tablet so to target these groups specifically in this way could potentially see better campaign results.
2. Content marketers look to video
Starcom’s Take: A trend we’ve seen recent is increased video views and currently brands are not producing enough to keep up with this demand. The recommendation is to increase spend in this area – remembering to keep to guidelines of the previous news story. When pushing these videos out, keep videos short if trying to grab a younger audience and house the longer videos on the YouTube channel or website.
3. Instagram’s New Feature Hints at its Video Marketing Potential for Brands
Starcom’s Take: Instagram are constantly developing and this change could allow brands to buy the top spot in a promoted video within the search function on the app – if all the Instagram advertising requirements have been met.
4. Total Online Adspend reaches €340m for 2015
Starcom’s Take: These digital stats reinforce how far digital has come in 2 years with an increase in spend of €77m from 2014 to 2015. It’s no surprise that mobile accounted for 41% of overall digital spend in 2015 – this is our first touch point in most cases and advertisers are ensuring they are in that space. As native grew so much, IAB Ireland broke this out as a sub category of display. This will likely rise more this year especially with the threat of ad blocking.