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If you think you’re behind the curve on video marketing, wait ’til you read this.
Anthony Mullen / Forrester Research / November 1, 2013
Forrester’s advertising forecast shows that online video for marketing is big business and is only going to get bigger. In Europe, the CAGR for total ad spend from 2013 to 2018 is 2.19%, but for online video ad spend, it is a staggering 18.83%. The US shows a similar (albeit smaller) skew, with total ad spend CAGR of 4.49% and video at 22.39%.
Video, then, is a big deal, but most marketers aren’t realizing the full potential of the medium. Approaches to video online are broader than simply grabbing 30 seconds from your TV commercial and sticking it on an online display network. Broadly speaking, there are three approaches to video:
- Linear video — static. Pre-rendered content, where the video plays from beginning to end. It’s just like TV adverts or the majority of video content marketing on the Web.
- Linear video — dynamic. Where video content is customized per user or segment, often at run time. This approach interacts with consumers’ data (e.g., social profile information) and/or context (e.g., location) but does not allow users to directly interact with the material when playing.
- Interactive video (IV). A type of digital video supporting user interaction through gestures, voice, touch, and clicks. The richness of the interactivity can run across the spectrum. In IV, visual interactive elements are surfaced to users through hotspots associated with items in the video or timeline triggers, or are continually visible as an overlay to the video. With IV, users can interact inside the video itself, from filling out forms to taking interactive tutorials, playing game-like experiences, or viewing nonlinear jump cuts to new video material. Interactive video can also include dynamic elements. IV can contain static and dynamic linear video, too, making it a superset video format.