Video is undergoing a huge transformation. While it is still perceived as a premium advertising opportunity, there are now multiple ways for businesses and marketing professionals to reach their target audiences with video. Marketers need only take a closer look at the Dmexco trade show in Cologne to see that brands have diversified their video arsenal.

Although not all video formats and platforms are equally successful. The ones that make it are those that cater to human users before anything else. Read on to stay plugged in to the latest trends and most pressing concerns to all marketers considering or using video advertising.

Live Streaming to Expand your Reach

During the Dmexco trade show, DAZN, the renowned sports streaming channel, announced its intention to set a new base in Amsterdam, with the goal of making it a real ‘Netflix of Sport’. At the same time, many players in this market envy Twitch for its dominance in the area of esports. Mobile game, HQ Trivia, has also seen tremendous growth. Nonetheless, they appear to be aware of the fact that they ought to capitalise on this success before it fades away.

As such, both Instagram and Facebook have launched their own content platforms, IGTV and Facebook Watch. They have invested heavily so they can afford to try different business models in order to see what resonates with users. European marketers are still to be allowed to try Facebook Watch, many of them expressing their frustration at US platforms treating Europe … READ MORE ...