Online Video Ad Trends for 2012

Every year we see a whole host of predictions as to what trends in pop culture, lifestyle, politics & economic changes we will see for the coming year. I have no plans on addressing all of the above, but I would like to look at online ad video trends.

Most of the evolution of online video viewing is based on trends developing since 2009, which has increased by 33%. The majority of viewing has been in what is called the "short clip" category.  But, we have seen dramatic movement toward full-length TV & movie views in the past year due to the proliferation of sites like Netflicks & Hulu. The demographics of online video viewing is also moving up due to better access speeds and video capable portable devices. However, sharing of video is declining. I believe what we are starting to see is the perception of online video now being accepted as a reliable media source.

 Older demographics are less likely to "share" video and are also far less receptive to ads associated with online video content. They are driving instead to more professionally produced video and also more likely to accept brand recall and relevance associated with the content they are watching. So, if what they've seen on TV now appears online associated with something they're viewing, it becomes far more relevant in terms of brand recall.

Marketers would also do well to head toward information & education bucket in 2012. Online is truly a multimedia experience, and with older demographics now moving toward acceptance of online media, now is the time to do more than just sell your product. In a recent survey conducted by Yahoo!, they discovered that 57% of online viewers preferred to watch video that enhances or explains a concept or product. And if the video is professionally produced, it enhances brand awareness.