Smarter video planning

This article is part of a series of articles on smarter video planning. Read more.

It’s as simple as this: if you’re only using one video for your campaigns, you’re not reaching or engaging with all of your customers. In the last three years, we’ve seen an explosion in the world of video formats and all need to be considered to build a strong media plan in 2019. We can understand why you need multiple videos by briefly looking back at the history of video advertising.

For the last 70 years, video advertising has all been TV and therefore all video ads were, by default, 30 seconds in length. Great advances in the media industry, such as the internet, have brought more choice to the world. I can now pay for products in all sorts of ways. I can order taxis from any number of sources and, of course, I have a greater choice of video content to consume, with more outlets to consume from. Over the last two decades we’ve seen the ways to consume video undergo a similar transition, allowing for greater choice in viewing.