Consumers are avid viewers of video and are tuning in to watch a variety of video programming at a shocking rate. Video has also taken on expanded meaning: it includes programming that is both linear (appointment-based television viewed live) and non-linear (VOD, interactive TV, etc.).
Videos are categorized into two formats: long-form (10+ minutes) or short-form (less than 10 minutes). This programming can be viewed on a variety of mobile platforms. Some contemporaries have predicted television’s demise given all of the viewing fragmentation with the broadcast networks (NBC and FOX) and cable networks (FX, TNT, ESPN, etc.). On the contrary, it is really just a matter of how one is defining television. At the end of the day, it is all video content.
Here are a few quick facts about video formats:
- Short-form is great for social media postings and suited for consumers. It can also be viable for businesses wanting to develop product videos, testimonials or create impactful units, which allow for distributing content on a budget. Based on ComScore data, short-form videos are most watched by users and account for 22+ hours/month.
- Long-form allows for more complete story telling. Unlike short-form, these videos can be in-depth and not fragmented. Conversely, the biggest challenge is to get the user to watch long-form video in its entirety. Hence, businesses will see lower engagement levels unless the content is very compelling and/or solving a problem.
Moving forward, expect to see more dollars shifting from television to take advantage of original digital programming. This will be just as important as linear programming. Digital publishers are racing to cultivate video content that can be sold at a premium. This will be inclusive of long-form programming.
But don’t count the networks out. They will not relinquish advertising budgets to digital publishers so easily. They are also delving into creating rich mobile environments and original digital content.
It will behoove small business owners to interpret available video as television and make decisions based on a given target audience’s behavior. Remember that technology is an asset and is useful in developing marketing plans that allow for mass personalization of messages. Contemplate the alternatives and use your negotiation prowess to gain the best deal.
Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying” (self-help advertising guide); available at Amazon.com. Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: [email protected]
