It’s 2024, so let’s uncover and highlight video advertising trends your business shouldn’t miss.
With 91% of consumers using video content to learn about brands and products, it’s clear that video is becoming an indispensable tool in digital marketing.
In this blog, we’ll explore the top trends shaping video advertising this year, from AI-driven personalization to shoppable videos and beyond, providing you with insights to stay ahead in this fast-paced landscape.
1. Increased Use of AI Tools In Video Marketing
Watch this video and let us know your honest thoughts:
Interesting? Captivating? Attracting? This Coca-Cola advertisement has used AI for parts of its video production. The result is, freshen up the the ad-watching experience for its consumers.
This example proves that the rise of artificial intelligence (AI) tools in video marketing will become a significant trend in 2024. As per the data from Influencer Marketing Hub’s survey, over 60% of marketers reported that they are currently implementing AI-powered tools for video content personalization.
This trend is unsurprising, given Sproutsocial reveals that 71% of marketers have started integrating AI and Machine Learning into their marketing strategies.
AI is revolutionizing video advertising by allowing more precise ad targeting, personalized content, and improved user engagement. It’s creating visually appealing and contextually relevant ads to the viewer. This increased relevance, in turn, enhances consumer engagement and conversion rates.
Moreover, AI tools are becoming an integral part of content strategy. Yet, this advanced technology transforms content marketing by boosting strategy and efficiency.
The ability of AI to analyze data helps marketers understand consumer behavior better and generate videos that best fit their target audience.
2. Fewer Videos In SERP Results
In 2024, an unexpected case has been shown in video advertising: fewer videos are appearing on Search Engine Results Pages (SERPs).
Yet, this trend may seem unreasonable, considering the dominance of video content. However, it’s a strategic move by major search engines like Google to prioritize more diversified and high-quality content on SERPs.
Although this trend hasn’t showcased any statistical impact, the changes observed in SERP layouts are quite noticeable. Google displays video and image boxes in search results 20% – 30% less frequently in web and mobile searches.
This shift in SERPs doesn’t signify a decrease in the importance of video content. Instead, it emphasizes the need for high-quality and SEO-optimized videos. It’s forcing marketers to up their game, focus on quality over quantity, and ensure their videos offer real value to stand out in the increasingly competitive digital landscape.
3. Inclusion of Videos In Newsletters
In 2024, the video advertising landscape witnessed an innovative trend: including videos in newsletters.
Marketers noticed that videos are becoming a staple in newsletters, making email marketing more dynamic and engaging.
Although specific statistics on this trend are not readily available, the impact of video content in email campaigns is well-documented. Not believe? Here are some proofs:
- Inserting videos in emails can boost open rates by 19%.
- Only the word “video” itself in the subject line leads to an increase in open rates by 6%.
- With videos in newsletters, the unsubscribe rate is reduced by 26%.
This indicates a significant potential for videos in newsletters to drive engagement and conversions.
Moreover, video newsletters are set to revolutionize email marketing. Videos can make newsletters more interactive and personal, encouraging recipients to engage with the content.
This trend aligns with the broader shift towards more visual and immersive content in digital marketing. As audiences prefer video over text, including videos in newsletters is becoming a critical strategy for marketers to connect with their audience, provide valuable content, and boost campaign performance.
4. Augmented Reality (AR) Integration
Starting in recent years, Augmented Reality (AR) integration has become a significant trend in video advertising. The AR for Advertising market has seen substantial growth from 2017 to 2022, and of course, AR & VR market will double between 2024 and 2028.
More specifically, 22% of people are currently immersed in augmented experiences. This growth signifies an increasing implementation of AR in various sectors, including advertising.
Experts claim integrating AR into video marketing revolutionizes how brands interact with consumers. Why? Because AR overlays in videos provide an immersive experience, allowing users to engage with products virtually. Check this example out:
Furthermore, AR-enhanced video experiences allow viewers in interactive campaigns to have realistic product or brand experiences virtually.
5. Personalized Video Content
Adobe demonstrated that 54% of people desire content personalized to their interests, setting the stage for the rise of personalized videos.
It is now a fact that personalized video content will create its next massive wave in 2024. Brands can use customer data and AI algorithms to create videos tailored to individual consumer preferences, leading to more engaging and effective marketing campaigns.
Furthermore, this shift towards more personalized content underscores the industry’s focus on delivering highly relevant and engaging content to audiences.
Moreover, 90% of marketers acknowledge that video marketing has enhanced brand awareness and increased user understanding of their product or service.
6. Short-form Videos
In 2024, short-form videos have taken the video advertising industry by storm. According to a report by Yaguara.co, 90% of marketers worldwide increased their short-form video budget in 2023, indicating the growing importance of this format.
But it doesn’t simply end there.
Furthermore, the average internet user will consume over 100 minutes of online video content daily by 2024, with short-form videos in high demand.
In 2023, around 1.6 billion people used short-form videos to communicate, and video advertising trends are expected to grow exponentially further in 2024. This usage increase underscores short-form videos’ widespread acceptance and effectiveness in reaching and engaging with audiences.
Influencer Marketing Hub specifically points out that social ads, particularly short-form videos, will generate more ad revenue than any other platform by 2024. According to Hubspot, 90% of global advertisers will increase their investment in short-form video content.
7. Continued Emphasis On CTV & OTT Ads
Regarding the 2024 video advertising trends, businesses cannot miss the continued emphasis on Connected TV (CTV) and Over-The-Top (OTT). Insider Intelligence forecasts that Amazon alone will see $3.13 billion in CTV ad revenues in 2024, with Prime Video ads contributing to an 85.5% increase.
As consumers increasingly shift towards streaming content, advertisers allocate more of their budgets to CTV and OTT advertising.
Watch this video to define between CTV and OTT ads: https://www.youtube.com/watch?v=wXrE57fddHQ
A study by FreeWheel, cited by Eskimi, revealed that CTV dominated video advertising views, accounting for 71% of the total in the first half of 2022. This trend is expected to continue into 2024.
Insider Intelligence continuously projects CTV is set to thrive, growing by 22.4% and outpacing every other major advertising format in 2024. Finally, it is estimated that US retail media CTV ad spend will reach $830 million in 2023, suggesting a strong growth trajectory for 2024.
U.S. CTV Ad spending is projected to grow by over $15 billion from 2023 to 2027. Source: Insider Intelligence
8. User-Generated Content (UGC) Video
A report by Search Logistics highlights that UGC results in 29% higher conversion rates than campaigns that don’t use it. It also reveals that approximately 70% of brands believe that UGC helps them connect with their audience more authentically.
Regarding engagement, 60% of consumers say that UGC is the most genuine form of advertising. Furthermore, user-generated videos on YouTube receive ten times more views than brand-generated content, indicating the power of UGC in reaching and engaging audiences.
Forbes once stated 86% of businesses use UGC as part of their marketing strategy, demonstrating its widespread acceptance.
9. Shoppable Videos
In 2024, shoppable videos have become a significant trend in video advertising. According to a report by wyzowl, 89% of consumers desire more video content from brands, including shoppable videos.
Shoppable videos streamline and simplify the purchase process, making it a growing trend for eCommerce in 2024. The ability to shop directly from a video significantly enhances the shopping experience, contributing to its popularity.
Insider Intelligence reports that over half, 57% of ad agencies are leveraging shoppable media, including videos. This represents an industry-wide shift towards this innovative ad format.
Additionally, 87% of marketing professionals say videos have helped increase sales, indicating the effectiveness of video content, especially shoppable ones.
10. Live-Action Explainer Videos
Live-action explainer videos are a popular trend in 2024 for businesses looking to communicate complex ideas simply and engagingly. These videos use real people and real-world scenarios to explain products, services, or concepts. Watch the example below:
According to HubSpot, 54% of consumers want to see more video content from brands or businesses they support, and live-action explainer videos are a significant part of this demand. They provide a human touch that resonates with audiences, fostering trust and connection.
A report by Wyzowl shows that 39% of consumers prefer watching a video to reading about a product, highlighting the effectiveness of explainer videos. Furthermore, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
Businesses increasingly use live-action explainer videos as a powerful storytelling tool to demonstrate how their products or services work in real life. This trend will likely continue due to their effectiveness in enhancing audience engagement and comprehension.
11. Virtual Reality (VR) Videos
By 2024, Virtual Reality (VR) videos have emerged as a major trend in video advertising and content creation. These immersive experiences are transforming how brands connect with their audiences.
Major tech companies like Meta have introduced their users to VR experiences nearly a decade ago (video below). Yet, their prediction about the impact of advanced technology on consumers is accurate.
According to a report by Grand View Research, the global VR market size is projected to reach $62.1 billion by 2027, growing at a CAGR of 21.6% from 2020 to 2027. This rapid growth directly influences the increase in VR video content.
Research by PwC indicates that VR content could rise to be the fastest-growing media and entertainment category in terms of percentage, potentially reaching up to $1.4 billion by 2022.
Data from Statista shows that the number of active Virtual Reality (VR) users worldwide is forecast to reach 171 million by 2022, demonstrating the large potential audience for VR videos.
As technology advances, we can expect VR videos to become an increasingly common part of our digital landscape, offering users highly engaging and immersive experiences.
12. Smartphone Cameras For Video Production
In 2024, the use of smartphone cameras for video production has risen in popularity.
With technological advancements, smartphones now come with high-resolution cameras capable of shooting 4K or even 8K videos, which is outstanding traditional video production equipment.
Check out how Apple showcases its superior camera quality by filming a music video with singer Olivia Rodrigo using its newly launched iPhone 15 Pro:
Statista reported over 3.5 billion people will be using smartphones globally by 2024, providing a vast user base for smartphone video production. It also shows that 92% of marketers say that video is an important part of their marketing strategy in 2024, up from 78% in 2015.
With smartphones being widely accessible, many marketers are turning to smartphone video production for its convenience and cost-effectiveness.
A study by a leading video camera app, Filmic Pro, reveals that there’s been a significant increase in downloads and usage, indicating more people are using their smartphones for professional video creation.
13. Social Media Goes Video-First
In 2024, social media has and will truly become a video-first platform. Users and businesses have fully adopted the power of video content, shaping how we interact, communicate, and consume online.
According to a report by Cisco, the video will account for 82% of all internet traffic by 2022, indicating a massive shift toward video consumption. This trend has continued into 2024, with video becoming the primary form of content on social media.
Many reports have proved marketers generate new customers thanks to social media videos. This demonstrates the effectiveness of video content in driving engagement and conversions.
Social media platforms themselves have adapted to this change. Instagram, for example, has introduced features like Reels and IGTV to cater to the rising demand for video content. Facebook has also prioritized video posts in its algorithm, encouraging more businesses to create video content.
Moreover, the popularity of TikTok, a platform built entirely around short-form videos, underlines the shift towards video-first social media.
14. Demand for Short-Form Video Grows
In 2024, the demand for short-form video content is growing unprecedentedly. The rise of platforms like TikTok, Instagram Reels, and YouTube Shorts has revolutionized how people consume content online.
Marketers increasingly turn to these platforms for content creation due to their high engagement rates and wide reach. Forbes once highlighted that the popularity of short-form content is driven by its ability to encourage participation from creators, allowing them to adapt to trends and memes quickly.
Specifically, our modern lifestyles have increased demand for short-form video content. The bite-sized nature of these videos makes them perfect for busy individuals seeking quick entertainment or information.
15. Thought Leadership Videos
A study by the Content Marketing Institute reveals that 53% of B2B marketers are increasing their investment in thought leadership content.
Among all platforms, LinkedIn is among the most popular for showcasing thought leadership ads. Watch this explanation about the Linkedin Thought Leader Ad: https://www.youtube.com/watch?v=VjtQHorOiMM
This shift is driven by the high engagement rates of video content, with Vidico reporting a 1200% higher engagement rate for B2B video content over text and image-based content.
Conclusion
The future of video advertising is vibrant and dynamic, with trends like those mentioned above leading the way.
As consumers crave authentic, informative content, these videos provide a platform for brands to demonstrate expertise and build trust. High engagement rates further underscore their effectiveness.
As we navigate through 2024, brands leveraging these video advertising trends, delivering value-driven content customized to their audience’s needs, will stay ahead in the competitive digital landscape.
