What are the key trends for video advertising in 2014?

James is editor in chief of TechForge Media, with a passion for how technologies influence business and several Mobile World Congress events under his belt. James has interviewed a variety of leading figures in his career, from former Mafia boss Michael Franzese, to Steve Wozniak, and Jean Michel Jarre. James can be found tweeting at @James_T_Bourne.

MarketingTech has examined the benefits, challenges and opportunities within video advertising and marketing in 2013 – but what does the future hold?

Christmas, of course, brings out all the big names in video marketing, with John Lewis’ ‘The Bear and The Hare’ Christmas ad ranking second in the UK’s best adverts of the year according to YouTube – even though it only launched in November.

As Hurricane Media noted earlier this month: “Christmas is one of the few times when millions of people come together to enjoy a shared experience. If your business is noticed during the holidays, it could help create brand loyalty for 2014.”

Video could be argued as an underrated method of marketing, but with such an effort intensive process, the results have to be there. One approach is to use social media as a platform for online video, with Groovy Gecko’s Jake Ward arguing: “Get this right, and the rewards can be significant with an engaged audience, willing to reward those giving them the content they want to engage with.”

The time is ripe, therefore, for a spike in online video advertising and marketing. Here, video ad technology provider Adap.tv has picked its seven key trends for 2014 – but do you agree?

  1. Programmatic trading will continue to be adopted by advertisers who have seen the benefits having trialled it in 2013 and want to expand their campaigns. 
  2. There is likely to be an increase in the demand for unified media platforms, where buyers and sellers can meet in an open and seamless way, making the trading process easy and efficient.
  3. Ever more media will be consumed on mobile devices, after large increases in 2013, with mobile viewing potentially overtaking digital in certain demographics.  Recent research by mobile commerce platform Weve found that 46% of 18-34 year olds now see mobile as their first and most important screen.
  4. Targeting will shift dramatically as the ability to use cookies is reduced and other methods try to take its place. This is a result of the increase of mobile ads, which do not use cookies, along with privacy concerns driving activities such as cookie blocking.
  5. More premium inventory will become available in the market as programmatic trading becomes more widely accepted and advertisers demand sellers make their best inventory available via programmatic channels. Broadcasters are likely to take the first steps in this area.
  6. Agencies cite audience reach as the top reason for working with specific video publishers. As media buyers become more experienced in programmatic trading, they will view online video and TV budgets more holistically as a way to scale back up audiences viewing content across TV, digital and mobile screens.
  7. YouTube’s dominance will be challenged by the launch of Facebook video ads, which will open the video market to an even wider audience. Both will, of course, face a new challenger for the number one spot: AOL. 

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