Digital video technology company Tremor Video has released its video predictions for 2013.
The first: advertisers will add the dimension of touch in a big way.
That means advertisers will include complementary interactive video content, including extras, outtakes, “the making of” features, and other editorial content.
“We base this prediction on the growing demand among our own clients for interactive video advertising. Our revenue from interactive formats nearly doubled from Q1 to Q4 2012,” Tremor says.
In addition, Tremor says online video will become more customized.
“Precise targeting will mean different video footage for each audience, including unique takes on messaging, editing and product demos,” Tremor says.
Tremor says at least one major brand will likely employ this concept for an event like the 2014 Super Bowl by testing creative ahead of the game to see which garners the most engagement, thereby removing some of the risk on such a high-stakes bet.
Further, the ability to pre-test creative with an online focus group and roll out the ad with the best reception could result in a huge increase in effectiveness, says Lauren Wiener, president of global sales and marketing.
Tremor’s second prediction: transmedia will become increasingly important outside the entertainment sector. That means seeing more transmedia storytelling that is immersive and participatory and has interactive video at the core.
“We dare marketers to go big with original web content plus games, Facebook and Twitter feeds for characters, chances for fans to create the backstory or suggest future story lines. Digital video will be at the center, delighting viewers who increasingly think, ‘Isn’t all content digital now anyway?’ And marketers will be delighted with measurable ROI,” Tremor says.
Tremor’s final prediction? Effective rating points will be more important.
That’s in part because instead of simply how many times the ad ran, ERPs show how many times an ad hits objectives, such as consumers watching a video all the way through, Wiener says.
“Say after 15 seconds, [the ad] says roll over to see more. We can assess who’s actually opting in to see more of that content,” says Sally O’Dowd, senior director of corporate communications. “In the olden days, an ad on TV might be running, but you have to run to the kitchen to get orange juice, so [gross rating points] are not a real measurement, but in the interactive world, you know who’s opting in.”
Further, audience-targeting doesn’t always work – factors such as publisher, type of editorial content, and day-part can have a much bigger impact on engagement, Tremor says.
So the point is not that audience targeting is wrong, but rather that it doesn’t always work as the only measure to come up with a target, Wiener says.
“If you have a target audience, you can see if it is resonating with the target or another one,” Wiener says. “We have had advertisers with female targets, but the ad has resonated with men, which can say two things – maybe they have the wrong target or it could say they have the wrong creative. Sometimes it’s a combination of both.”