An interesting learning is that viewing digital videos is not a solo experience, almost half of the people who watch digital video have someone else by their side.
Which shows that it is still a social activity, even when seen on smart phones. This means that there is an additional audience that is not currently being measured and the co-vision feature is a positive factor in alertness.
Digital video has generated a break in the way people consume audiovisual content, but most digital video campaigns are not evolving accordingly.
Digital video can extend and improve television plans, but when we understand the behaviors of the new audience and the opportunities that the technology brings, we are able to generate attractive messages.
Advertisers should consider that 30-second TV spots are no longer sufficient. The creative concept should be flexible to adapt to other formats such as GIFs, or live broadcasts like Periscope, and even to capitalize a few seconds before the “skip ad” button appears.
But we do not need to use all the platforms and formats, because we can easily lose in technology in doing so.
But the more a campaign can have these turns, the greater the impact. In fact some neuroscience studies have shown that a campaign is more likely to be coded into long-term memory if it is found in various media. In addition, if the campaign has different messages unified by a common element, it prevents repetition from becoming more memorable.
That is why we believe that brands must be constantly evolving, adapting to trends as well as what the consumer wants to obtain, so each campaign must be carefully thought to adapt to different formats and unify the brand.