Three reasons to develop multi-channel video campaigns


    Video is the most powerful narrative tool and has remained so for almost a century. Advertisers realized that in a world of multiple screens, video can have the same emotional impact, comparable to that of a full-fledged TV.

    There are three reasons why marketers should consider multichannel campaigns.

    Reach and frequency have changed.

    TV is still an excellent means of achievement, but it loses the frequency and attention of viewers. Consumers have become multi-tasking (using other devices while watching TV), and it is easier for them to switch between tasks (sessions between switching from one device to another are very short). This means that their attention is distracted from the TV while watching it. Loss of frequency and attention is critical for the television industry and in areas where video is an additional resource.

    Mobile devices are challenging.

    Marketers have the ability to contact consumers using mobile devices, allowing them to interact with advertising. Engaging with creatives can include using photo galleries, additional videos, and working with social media channels. Studies show that sales are growing at 6% among those consumers who interact with video ads, and that they spend twice as much time with them than those who watch static ads.

    Consumers watch videos through several devices.

    Consumers in general do not distinguish video content on TV or online, and you need to be prepared for the fact that in the future video will only be video, and not something big that comes out of the magic box. We need entertainment, good sound and movement on any screen. Do you remember the last time your family was going to watch TV on Saturday night? Now this is something from the past, because the house is full of different screens - smartphones, tablets, laptops, etc., even if all family members are simultaneously in the same room. Capturing such an audience is becoming increasingly difficult for marketers, and the only way is to be wherever consumers are.

    For example, the dynamic introduction of advertising during television shows. The consumer will surely want the most appropriate advertisement for the content that is the main one. And marketers will want to reach the most relevant audience.

    Thanks to the display of advertisements simultaneously with the appropriate television content, you can not only create recognition, but also lead to intentions. What do we mean? For example, while watching a program on TV, on a mobile device, an advertisement is launched that matches the content, with a call to action.

    If we think as a consumer and use new technologies, we will create amazing opportunities for the entire video community. BYYD • Mobile Advertising Platform

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