With virtual reality (VR) and augmented reality (AR) becoming important technological breakthroughs in 2016, this year focused on more immersive video content that features elements of interactivity as well as more applicability for general usage.
Tech giants such as Snap Inc., Facebook and Google are heavily investing in VR and AR and are also rolling out many new offerings to leverage consumption of video content for its audience.
According to a report by Edelman Digital, this year more audiences will begin consuming a majority of their content on mobile devices with the introduction of 5G wireless. The report further states that the weekly share of time spent watching TV and video on mobile devices has grown by 85 percent from 2010 to 2016. On fixed screens, consumption has decreased 14 percent over the same period.
Its research also shows that there is a change in entertainment consumption among audiences which will lead to change in the traditional length of content formats. Mobile first content may run shorter than six minutes per episode, with multiple episodes being distributed throughout the week.
How Brands Should Respond
#1. Brands should place more emphasis on short form video content since audiences will begin consuming more video content on mobile devices.
#2. Brands can distinguish themselves by creating mobile highly impactful 360 degree advertisements.
#3. Brands should partner with video influencers on live streaming, mobile first campaigns via Facebook Live.
#4. Brands should explore creating live content to document their presence at real-time trending events such as the Daytona 500, SXSW, Super Bowl and Cannes Film Festival.
