If your a social media expert and video isn’t part of your “aweseomsause” then you better be looking at adding it as a core competency or take the expert off your title!
As if the news for traditional advertising wasn’t bad enough, strategic media consultancy MAGNAGLOBAL just dropped the other shoe. Looks like the trend (spiral death funnel) will continue in 2012 and well into the foreseeable future. If this was Monty Python the tune would be “Bring out your print, print is dead” only the the old man on top of the rolling death bed wouldn’t be saying “I’m feeling much better.” Take a look at the predicted reality.
News ain't good for print, or the agencies hanging around for the funeral
So lets all have a bit of fun and kick dirt in the face of Mr. Print by announcing that online advertising is predicted to grow a full 11% and claim 20% of the universes advertising dollars, drop kicking print into 3rd place behind online advertising which is second fiddle only to Television in the “Biggest global media category.” Now if you wondering what the “big dawg” is with regard to online advertising you don’t have to look any further than video marketing. Projected to grow a massive, mind blowing 43% in 2012 ,according to eMarketer, video marketing looks to be the new powerhouse.
The other notable fact the chart above keys in on is the loss of market in the Email world. A -33% to the bottom line hurts. Which is not to say that Email marketing is anywhere close to dead but trend setters will be looking for new Cinderella’s, as Email marketing’s proverbial “foot” seems to be getting a bit fat for the pretty little slipper.
So what will key players in the online world be focusing on? Well, video of course. Lets take a quick look.
Inside the Video Marketing World:
- Engagement – Hitting at the time the customer is looking to get the information is key to engagement. Look for marketers to focus on key niche’s as demo’s get better defined in the online world.
- ROI - One of online videos key attributes is the remarkable stats and possible ROI. Unlike television, online video knows your not in the kitchen fix’n a sandwich and more importantly online video knows your interested in an ad because the action can happen now, not tomorrow.
- Share and Share alike – Hello? When’s the last time you called your friend to talk about the awesome commercial you saw during a recent rerun of Gilmore Girls? (aa-hem) I mean Texas Rangers Baseball? You haven’t. But sharing a video is as easy as…well… apple pie. Look for 2012 to be the time online marketers really amp up both the budget of online video and the marketing effort behind making them go viral. Yes, marketing is the key to viral video.
Outside influences on Video Marketing:
- Near Field Communications – Near Field Communications is slated to make a big impact in 2012 and 2013 and you can bet the savvy marketing agency is going to be using video pumped to your mobile device to make you laugh unexpectedly. Near Field Communications and video go together like Apps and iPads.
- Branding/No Push Mobile – Social media marketers are starting to get it. No one is interested in your newest, latest, greatest widget. Unless of course you made them laugh without telling them about your new widget. Video will see tremendous growth on Mobile this year just as it will at in online marketing. However there will be a much larger focus on cool/hip branding with not so obvious branding running in the background somewhere as opposed to push. FINALLY, marketers are getting it. Funny unbranded = Viral (more often).
- Widespread Adoption of CPV – Cost Per View is becoming widely adopted in the industry. CPV has been largely driven by the market as agencies doing the media buys find it a more simply method to engage target audiences vs. CPM.
- Dedicated Social Video Budgets – Up to 2012 for the most part social video budgets were included in traditional advertising budgets like pre-roll and displayed advertising. Now social video is “All Grow’d Up” and got a budget of it’s own.
- The Earned Media Director – The big boys are getting serious about ROI and the internet. The large Ad Agencies are starting to hire this new position to better understand the power of social media. And you better believe that video is going to get resounding raves!
- Website Video Integration – With the remarkable explosion and success of Youtube monetization, Twitter promoted tweets, and Facebook sponsored stories, consumer experience will start to merge with brand video content and social video advertising.
- TV spots and Online Ad’s Divorce – Currently the trend is to test video on TV and then continue the success online expanding the brand campaign. This year marketers are looking to claim their own territory leaving their TV brethren to fend for themselves.
2012 looks to be a promising year for the online advertising industry and as sure as Dorthy got back to Kansas traditional marketers and advertisers are going to be placing their bets with online video. As the industry leaders have taught us that successful online marketing is at the intersection of video and consumer conversation, 2012 well may be the year that brought social video into the golden age.
Hang on its going to be a great ride! And I for one am looking forward to it!
