Oct 5, 2016

What the Shift from TV to Digital Video Means for Creatives

written by Richard Lindsay

The media landscape has completely transformed as a result of digital video. And one of the many challenges advertisers and marketers face is being able to keep up with the changes. Video is now multi-device and multi-platform, and the number of people watching linear TV is rapidly decreasing. With vast numbers of streaming services and social media platforms, the shift away from traditional TV has never been more prominent than it is today. Digital benchmarking company, L2, predict that by 2020, nearly 80% of internet traffic will be driven by digital video. More and more consumers are cutting the cord, so evidently digital video is the future.

So, what does this mean for creatives? As consumers continue to embrace the television evolution, the creative industries now have the opportunity to produce even better content that is more engaging, interactive and accessible. And with that has come a shift in digital advertising. Since 2014, digital ad spend has more than doubled, so advertisers are clearly prioritising their budget for digital platforms. Creatives are now in prime position to take their content to the next level.

One of the greatest benefits of the shift from TV to digital, is that advertisers can now take full advantage of programmatic video. In recent years, programmatic video has seen huge growth as advertisers shift their focus to online. Creatives can now use programmatic video advertising to target specific audiences, such as millennials who view video content more than any other age group. Creatives no longer need to cater to entire audiences just to capture the attention of certain groups. Fundamentally, the shift to digital video allows creatives to delve into marketing technology that will help more effectively achieve their goals.

Aside from being able to advertise more efficiently, creatives now have the opportunity to evolve their storytelling. Traditional storytelling with rigid arcs has become a thing of the past. Digital video allows for more complex and interactive storytelling. Now instead of telling a single story, why not explore multiple narratives in one video? Let’s face it, everyone loves a great story and being able to connect on an emotional level is exactly what digital video allows. With applications like Snapchat, brands can create stories that are personal and identifiable. Digital video is a great tool for emotive storytelling.

Creatives can be excited for the future of video, as it has the ability to enhance the advertising experience through social media and interactive ads. As a result, users will be much more entertained as well as getting a much more fulfilling experience. With traditional TV on the decline, the shift to digital video has opened up an array of creative possibilities.