The markets have evolved. With this evolution, advertising strategy has changed and here’s why:
The Pandemic accelerated the digital consumer interaction by several years in a short period of time and many of the changes are here to stay. According to McKinsley&Company here is the graph of how these changes affect the world.
According to Deloitte: “80% of U.S. consumers are now paying for streaming video services, up from 73% before the Covid-19 pandemic began. Additionally, as of last year, 78% of people watch videos online each week, and 55% say they watch them daily.”
Here’s a few key reasons that video on smartphones is increasing so rapidly:
- Smartphones are available at different price points that make them accessible to everyone.
- The improved bandwidth availability of cellular networks, the emergence of 3G, 4G and now 5g mobile connections have led to increased video consumption.
- Data plans are becoming more affordable.
- Video platforms, such as YouTube, Vimeo, and Twitch have attracted a massive monthly audience.
- The Growth of video player adoption and original video creation by creators/publishers.
App Annie recently published their key mobile trends for 2021. They expect mobile ad spend to reach $290 Billion by the end of the 2021 calendar year. This estimation represents a 2-year CAGR of 21%. The high ad spend is a result of the growth in mobile activity during 2020.
The average daily time spent per user went up 20% from 2019 during the pandemic, hitting a new high of 4 hours and 20 minutes per day. This equates to over 25% of the average user’s daily waking hours. And according to Cisco, 75% of mobile traffic will be video by 2022.
Advertisers are using this data to spend their advertising dollars accordingly.
Ad strategies are evolving to reach audiences where they are and so are the marketing dollars.