site logo

Video Marketing

Note from the editor

More than 200 million online video viewers will help to drive video ad spending to more than $100 billion by 2023, Forrester forecasts. But to ensure these billions of dollars aren't wasted, marketers must adapt to several challenges, often at the same time.

Connected TVs and over-the-top platforms continue to change how people watch TV, while major players like YouTube and Facebook are set to battle with Disney and AT&T for eyeballs and ad dollars. Amid the flux, the only certainty is that new ad formats and opportunities will crop up in the coming days, months and years.

The rapid growth and constant evolution of video consumption makes it a tantalizing outlet for viewers, creators and brands alike. Video will only grow more essential as the digital landscape continues to shift and as marketers experiment with the format to encourage brand affinity and engage ad-fatigued consumers.

This report details multiple aspects of the changing role of video in marketing:

  • Why advertisers can't take their eyes off connected TV
  • How new ad formats deliver viewership — and at what cost
  • The promise of interactive marketing
  • How video turns millennials into consumers

These are just a few of the many aspects affecting the evolution of video in the marketing landscape. We hope you enjoy this deep dive into current trends in the space.

Chris Kelly Associate Editor

4 takeaways on video from Advertising Week

The challenges and opportunities spurred by a changing landscape were top of mind for executives at the annual event.

Netflix's hit 'Bandersnatch' takes interactive marketing to new level

Why advertisers can't take their eyes off the connected TV opportunity

Despite challenges around measurement, frequency and complexity, marketers suggest connected TV should be more than an extension of linear TV marketing budgets.

Bacardi promotes premium line in new short film directed by Michael B. Jordan

Forrester: Video ad spending will hit $103B by 2023

6-second ads deliver big mobile viewership, but little emotional punch

85% of millennials have purchased a product after watching a video, study says