The future of brands is seamlessly connected to how far marketing professionals utilize the power of digital video in their campaigns. In a panel discussion on the “Future of video for brands and media”, Jonathan Labin, Head of Facebook, Middle East, North Africa and Pakistan, revealed that over 50 per cent of Facebook users in the UAE watch one video per day. With the dramatic rise in mobile video consumption, the number of video posts per person on Facebook shows an exponential growth in 2015 of 138 per cent in the UAE and 75 per cent globally, as compared to 2014. Globally, there is an average of more than 3 billion video views daily on Facebook and more than 2 billion interactions every week on Facebook between public figures and their fans.
“With digital video viewing growing at an unprecedented rate, it has become increasingly important for brands and media to capture sight, sound, and motion particularly on mobile. As people are spending more time on smartphones and tablets, mobile is the greatest catalyst in the shift in consumer behavior surrounding video,” commented Mr Labin.
Over the years, the platform which was initially driven by brands developing creative images and texts is now also a significant platform for marketers and brands to reach out to their audience through compelling and effective videos.
With a shift to mobile, marketers can now exploit the power of video to deliver personalized and powerful brand stories. For brands competing for the attention of a great number of users, it is vital to reach the right audience at the right time with a message that resonates. Facebook is one such platform which with it targeting capabilities, enables brands to share relevant videos with the right people, creating a richer and more personal experience.
At the recently held F8 global developers’ conference in San Francisco, USA, Facebook unveiled an embedded video player for non-Facebook websites. Adding more power in the hands of digital publishers to provide the right ad to the right person at the right time, Facebook now provides LiveRail which is an easy way for publishers to sell their products in a more efficient and intelligent manner, deliver better, more relevant ads, and in turn, maximize their ad revenue.
