Commercial videos have become a virtual necessity for businesses today. Small companies that formally had no chance of becoming a national, much less international brand can now achieve that result. People don’t need to be in the right place at the right time anymore with websites like YouTube, combined with the explosion of popularity in mobile video, providing 24/7 access to ads, and it’s not just YouTube. Small brands and marketers are interacting with and engaging their target audience in their own native environments, and we’re approaching new levels of convergence.
Many of the advantages that video ads have over other mediums haven’t changed much over time. They still allow companies to show their products or services, their true capabilities, live in action, and they can still help to reinforce a brand’s message. What has changed is the accessibility for the audience and the new possibilities, as far as the specialized intent and direction of the video.
Social media, interactive video, and mobile video have all forced video production companies to consider the delivery of the video as much as its creation and have provided new ways to apply video with specific objectives. Brands of the future will use more complex and varied data sets to zero in on specific targets at specific times. For example, soon companies will only advertise snow hats in areas where it’s forecast to snow.
Then, there’s the short form revolution started by sites like Vine and Instagram Video and the emergence of wearable technology. Brands are beginning to jump into these new areas, with huge Hollywood movie trailers premiering on Vine and Instagram, and companies like Microsoft testing the waters with creative campaigns. Wearable technology is the next logical step in the journey that continues to bring technology closer to us, starting with the arrival of desktop computers in the 1980s. One can only imagine the giddy excitement this kind of accessibility brings to advertisers.
With all these new possibilities in video marketing, it’s safe to assume we’ll be seeing some drastic shifts and changes as the industry continues to evolve. However, the 2014 World Cup, being held in Brazil, has provided an incentive for brands to step up their games and get their feet wet, as Brazil has become the social media capital of the world.
KVibe Productions is a full-service video production company located in New Jersey and serving the entire New York/New Jersey area. Whether it’s a product video production, a corporate video, or a commercial production, KVibe offers the total package of multimedia services from development through distribution.