Online video budgets are growing and an increasing proportion of those are being directed into short-form video – defined as content under ten seconds in length – according to a WARC report.

Being effective in short-form video, part of the Marketer’s Toolkit 2019, notes the speed at which this format has grown since 2016, when YouTube launched its six-second bumper.

There is a widespread consensus among marketers that the shorter, less intrusive form is more acceptable to consumers, while there is also a building body of evidence on its effectiveness.

Among client-side respondents to WARC’s 2019 Marketer’sToolkit survey, more than fourth-fifths either agree (50%) or strongly agree (32%) that the format is an effective tool for consumer engagement, with agency leaders broadly echoing their sentiments.

Marketers are also approaching short-form video with greater confidence in the precision of campaign measurement: when asked by WARC how accurately they are able to measure ROI and the effectiveness of various media channels, brand and agency respondents voted online video into second place, behind only online search.

And this sense of assuredness is likely to manifest itself in the form of expanding budgets: 79% of those taking part in the Marketer’s Toolkit survey said they expect to increase investment in online video over the coming 12 months.

This trend is likely to fundamentally change the way that campaigns are planned, the report suggests, with some brands cutting back on the number of TV spots while others look to make their six-second online video ad the norm in TV spots.

Nor is it just the planning of campaigns that has to be rethought – the creative approach for content developed for social has to be very different to the traditional 30-second ad.

“A general best practice for any social video asset is to be overtly branded from the beginning, to be as short as possible, and to not be reliant on sound,” advises Kieley Taylor, global head of social at GroupM.

Sourced from WARC