2013 could be considered the year that video finally became a must-have item in a standard marketing playbook. And with the rise in mobile device usage, strategic video marketing will become even more critical in the years to come. So as 2014 looms just ahead, let’s take a moment to look into the future and make some online video predictions for 2014.
Online Video Prediction 1: Mobile Media Spend Will Skyrocket
Smartphone and tablet screens are becoming more important. People are spending far more time on mobile devices than ever before. Many have even ditched their trusty laptops entirely in favor of their mobile device. So capturing the eyes of the screen-obsessed is becoming critical. We predict major brands will increase spending on mobile-friendly video, with smaller brands falling in line shortly thereafter.
Online Video Prediction 2: TV Ad Budgets Will Fall
As brands spend more on mobile and online, they’re likely to reduce their TV spend. While television is still a major part of American life, people don’t consume television shows the way they used to. People all over the country are disconnecting their cable in favor of online streaming services. This will mean standard broadcast ads will continue to lose reach. As this happens, brands will likely reduce their TV ad budgets in favor of internet-based video advertising.
Online Video Prediction 3: More Brands Will Go Micro
Several big brands have found success on micro-video platforms like Vine and Instagram. Even B2B companies like Phillips and Cisco have successfully stepped into the micro world. We predict 2014 will bring more and more brands to these platforms. In order to cut through the noise and make short-form video work, marketers must walk the line between the creative and the simple.
Online Video Prediction 4: Video Will Become Important to B2B Sales Teams
Video advertising will surely see a boom in 2014, but so will video assets for sales teams. A video can easily take the place of an in-person presentation or demonstration. Savvy marketing departments won’t wait for requests from their sales team to create video collateral. We predict the B2B sector will be producing lots of sales-related video content in the coming year.
Online Video Prediction 5: All Companies Will Become Media Companies
When you think of media companies, you don’t think of Red Bull or Chipotle. But over the last year, these brands (and so many more) have changed the way we think of media companies. They have developed video marketing channels that have turned them into media companies. In 2014, just about every major brand will have media divisions to create and develop online video. Smaller brands won’t be far behind.
A Bright Future For Video
As the line between TV and internet continues to blur, video advertising won’t be a matter of television vs. online. Instead it will mean choosing a platform to match a target demographic. Brands will be able to target in ways that were impossible even just one year ago. And B2B companies won’t be far behind the B2C trendsetters. We don’t know how many of these online video predictions will come true, but we do know that next year at this time, the video marketing landscape probably won’t look like it does today.
What are you online video predictions for 2014? Let us know in the comments!