Seeking true sentiment
Social video will be the format of choice for planners with an eye on the long game, according to Unruly’s What’s Next For Social Video report. “The honeymoon for the 15-second pre-roll ad is coming to an end as advertisers demand better execution and cut-through and move budgets from push formats towards pull solutions – even pre-roll is starting to morph into an interactive multichoice medium,” says Unruly.
Brands will be looking for insight into exactly who is watching and sharing their videos, including demographics, real-time brand uplift metrics and benchmarking by category. Understanding the true sentiment behind comments at scale will also become increasingly important for advertisers as more users engage and interact with branded content.
“Social video campaigns generated 820 million views in 2009, 2.7 billion views in 2010, and over 8 billion views in 2011, says Unruly. “We are likely to see the number of views delivered from social video campaigns more than double again in 2012.”
