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Yaniv Nava is a featured contributor to Video Marketing and Advertising: Then, Now and the Incredibly Promising Future report.

Here's the complete contribution:

Google reported this year that more than half of internet users look for videos related to a product or service before visiting a store or purchasing a product. These numbers will increase dramatically in the next 5 years to 90% of internet users. This change will require every marketer to create videos for every step of the customer buying journey. In addition, with the progress in attribution measurement, we will start seeing marketers measuring video advertising campaigns in terms of hardcore performance, and not only in terms of brand lift and awareness.

According to Hubspot, more than 50% of marketers worldwide cite video as a type of content with the best ROI. This aligns with my forecast of moving from measuring video only at the awareness phase toward measuring video campaigns with ROAS KPI.

Also, looking at the features that leading ad-tech companies released in the past year for video, there's a trend of moving toward using videos for pure performance measurement. Such as an embedded lead form at the end of the video.

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