Think back 10 years ago, what do you remember about the technology and online industry? A quick Google search will transport you back to the world of MySpace and people fighting to get their hands on the new Nintendo Wii.
Technology is ever changing and will continue to move fast for the foreseeable future, so it can be hard to keep up. One of the best ways to keep track of online advancements and its growth is to read Mary Meeker’s of KPCB, annual internet trends report. The 2016 version came out on the 1st of June, and is full of great information. So we decided to give you an overview of some of the information we found most interesting.
Online video advertising still has a bit to go when it comes to impressing users and avoiding being an annoying disruption to their online experience. However she listed 8 things people need to be or do to gain viewers’ attention and approval.
- Evoke emotion
- Personal/ relatable
- Viewer control
- Work with the sound off
- Non interruptive ad format
A video ad model that was considered effective is Snapchat’s model. Ads on this platform hit a multitude of the above points, authentic, entertaining, in-context and often brief. These ads are in a vertical format, made for viewing in mobile. They’re videos, which are a great way to tell a story and they are viewed in full screen, so viewers are only focused on the ad and not distracted by anything else.
Video has evolved significantly over time. In 1926, traditional television saw the start of video consumption. It was live to the point that audiences had to tune in to watch, if they didn’t tune in, they would miss out. In 1999 this model began to change when DVR was introduced. Giving viewers the ability to record television and watch when they wanted. 2015 and 2016 saw the growth of live video with the adaption to periscope and Facebook live. This leads us to believe that live video will become more and more popular in the coming years.
Video views are growing rapidly. In 2014 1 billion videos were being viewed on Facebook per day, by the end of 2015 that number had grown to 8 billion. The same can be seen with video views on Snapchat. 1 billion videos were viewed per day, with 2016 seeing that number rise to 10 billion video views per day. This is clearly an astronomical growth which will probably continue to rise.
Facebook live videos tend to be raw, authentic and accessible for creators and consumers. Users can make a live video, but this will stay on Facebook after the live recording has ended giving people the opportunity to still watch the video and not miss out on the content. The highest watched video that was originally on Facebook live was Candace Payne in a Chewbacca mask. As of writing this blog, it had 154 million views. Which is great for Facebook, who are on a constant push for people to make live video. But Facebook weren’t the only winners. The store Kohl’s was mentioned twice in the video, leading Kohl’s to become the leading app in the iOS store in the US and the demand for Chewbacca masks rose exponentially.
The world seems to be adapting to voice command technology. In 2015 1 in 5 searches on mobile app was by voice and it is being predicted by 2020 50% of all search queries will be through images or speech over the traditional type search. This is probably due to the development of better technology in this area as well as people adapting to using technology in their everyday lives. However 43% of voice searches are still done at home, so don’t expect to hear many people yelling at their phones to find the nearest restaurant just yet.
China is faring up to be the internet leader in many aspects and their internet advertising spend has surpassed all other channels including TV, with the spend just over 40 billion dollars a year. Chinese online retailers such as Alibaba are seeing a faster growth in retail sales over American counter parts like Amazon. Alibaba having just over 6% of the retail sales whereas Amazon has just under 3%.
With these advancements, people are becoming more conscious of their online privacy. 45% of people are more concerned about their online privacy now than they were a year ago, and 74% of people have limited their online activity due to the concerns they have about privacy. 78% of people said their number one concern was if and where a company would sell their data.
A lot can be learned from the presentation and the full slideshow can be viewed here . It’s always exciting to see where the world is headed. Personally we can’t wait till driverless cars become mainstream and we can watch all the videos we want while a car gets us to work.
Video is an important part of your businesses marketing strategy. Make a video ad online in minutes at www.viddyad.com
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