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The Future Of Video Advertising In 2022

Video has taken over the internet in the past decade. It’s no longer a fad, and at this stage, it’s pretty clear to everyone that video is here to stay. Naturally, wherever the consumers are getting their content, advertisers will be there too, trying to get their messages, products, and brand across as seamlessly as possible. The future of video advertising is bright, and if businesses want to thrive, they need to learn how to use it to their advantage. That’s where the team at SponsoredLinX come in. Our team are experts in YouTube advertising and Google Ads management, and we’ve been helping businesses across Australia and New Zealand harness the power of video advertising for themselves. We’re here to give you some insight into the future of video advertising so you can better adapt your strategies to improve traffic to your site and increase your sales. So, let’s look at where video advertising currently stands and where it’s set to go in the future. 


What Does Video Advertising Currently Look Like? 

Before we dive into where we think video advertising is heading, let’s take a brief look at what marketers are currently doing in this space. 

  • It is the dominant form of internet traffic. According to Oberlo, by 2022, 82% of global internet traffic will come from video. Every month, 85% of internet users watch at least one online video, and 54% actively seek videos from their favourite brands, businesses, and content creators. 
  • Advertisers are learning to be creative. Video advertising is no longer relegated to the 30-second commercial played before a YouTube video. Marketers are taking far more innovative approaches to their advertising. They are turning to short-form video platforms like TikTok and Instagram Reels for influencer marketing. However, these ads are becoming so subliminal and subversive that it’s often hard to tell their advertisements at all. Consumers need to look for the #ad or #sponsored in the caption to confirm whether the content they’re watching is advertising.  
  • Video in e-commerce is on the rise. According to Google and Ipsos, more than half of shoppers globally claim online video helped them decide which specific brands or products to buy. Carefully planned YouTube discover ads or strategic e-commerce videos on social media have targeted the right consumers at the right time, helping them make purchase decisions in critical stages of their consumer journey. 
  • It’s a valuable industry. In 2021, Australian businesses spent $11.4 billion in online advertising, and $2.4 billion was spent on video advertising alone. 
  • Production isn’t everything. While video advertising is proving to be an excellent ROI, they don’t necessarily have to be expensive full-blown productions. The current trend seems to be leaning toward videos that are short, entertaining, and not overly edited or stylised.  


What Does The Future Hold For Video Advertising? 

Video advertising is here to stay, but what will this rapidly-changing landscape look like in the not-too-distant future? 

  • YouTube Shorts will increase in popularity. Throughout 2021, YouTube creators were already experimenting with YouTube Shorts in addition to their longer format videos. These shorter-format videos are rising in popularity with time-poor consumers. Data indicates that 68% of viewers will watch an entire video if it’s under 60 seconds, and 92% will finish it if it’s less than 20 seconds. Businesses that can create engaging short-format ads will have a competitive edge if they get in on YouTube Shorts early. 
  • Livestreaming will continue to grow. With live streaming platforms like Twitch gaining explosive growth, advertisers will access richer real-time analytics and sponsorship opportunities. People have turned to live streaming for connection, intimacy, and authenticity in their content. If you plan on advertising on those channels, you’ll need to leave the sales talk at the door and approach consumers with human-centric, relatable content. 
  • Artificial intelligence will play a big role in video marketing. Tech is gradually becoming invaluable in predicting which video content will be most impactful with viewers, allowing brands to have better insight into optimised brand/creator/influencer partnerships and maximise on ROI.
  • Video will continue to change the way people shop. In late 2020, Shopify and TikTok announced a partnership that further cemented the relationship between e-commerce and video. It’s now easier for shoppers to purchase from Shopify merchants through TikTok and these merchants have access to TikTok’s ad platform directly. Gen Z adopted this video e-commerce method quickly, leading a newer way to shop. The future will likely see social media platforms become digital malls. So, marketers need to understand how to advertise directly to consumers at the digital point of sale. To influence purchases, advertisers will need to consider immersive, educational videos coupled with authentic testimonials and product demonstrations while simultaneously thinking about how to take advantage of the value of influencer-generated content. 
  • 360-degree videos will become more advanced. 360-degree videos have been slowly picking up popularity, but the full potential of this video format has yet to reach its height. Nevertheless, for industries like tourism, 360-degree video advertisements have the potential to be game-changing. Therefore, businesses should begin to explore how they can make this new format work for them. 


SponsoredLinX’s Tips And Tricks For Making The Most Of Your Video Ads

If you want to make the most of your video and YouTube advertising, you need to be creating content consumers actually want to see and putting it in places they will see it. 

  • Utilise the gaming community. According to Google (2021), 2.9 billion people were actively gaming in 2021, and the industry was worth more than $175 billion. For many creators and viewers, gaming content offers a way to engage with each other through live streaming and videos. Of the top 10 most-watched YouTube videos in 2021, gaming videos made the 2nd, 5th, and 9th spots. The potential reach in the diverse community of gamers and content creators is enormous. 
  • Plan for creativity. There’s no doubt that creativity captures an audience’s attention, but you can’t just run with any old outside-the-box idea and hope for the best. The most effective ads are well planned. The advertisers know exactly who their audience is, where they are, and how to connect with them. So, by all means, be creative, but don’t be gimmicky; it won’t work. 
  • Speak to your consumers’ needs. The ultimate goal of your video advertising should be to address your customers’ current needs and mindsets. Your advertisement could be the most attention-grabbing, creative piece of video content in the world, but if it doesn’t address your consumers’ needs, you won’t get any traffic or conversions out of it. Use consumer data for each platform to proactively foresee your audience’s needs and develop a content strategy.
  • Experiment and measure your results. Don’t be afraid to try new things with your Google Ads and YouTube advertising; you might be surprised at what works and what doesn’t! However, when you’re trialling new things, you need to monitor your analytics carefully. That way, you know what you need to pursue and what you should ditch. 


If You Need A Hand With YouTube Advertising And Google Ads Management, Get In Touch With The Team At SponsoredLinX

When it comes to digital marketing, the team at SponsoredLinX are the experts. We can take care of everything from your Google Ads management all the way through to your YouTube advertising. So, what are you waiting for? Contact the team at SponsoredLinX to get started!