Why was TV advertising so important?
This year, for the very first time, you’re seeing digital ad spend now eclipse television ad spending. Video itself has been the choice for advertising for years, since the very first television advertisement ran I think in 1940 something, the pull of a commercial, that TV commercial changed everything for advertisers spending you know upwards of 70 to 80 billion dollars a year just on television in the United States.
Why is there a shift in video advertising now?
What we have today is this conflict of people not spending time watching television nearly as much they spend their time doing other things. What’s been the reason that advertisers haven’t necessarily followed has been the lack of availability of content and the creative formats that resonate and that matter.
How has a change in format changed ads for video?
Now we have creative formats that are specifically created for these devices and for these channels that are completely different and tuned to perform on those channels. You have things like vertical video, for example, on a cell phone. You have things like 360-degree video where as you change your position, the video actually follows and also changes relative to where you’re standing.
Advertisers are just excited to be able to now present video in a format that people will enjoy and like to watch, in places on devices and channels that they watch it.
To learn more about how digital video can be used to connect with a travel audience click here.