Global marketing executives from Facebook, Coca-Cola, Starcom MediaVest, and NBC discussed strategies for creating video content across devices and engaging audiences.
Audiences are consuming more video than ever, leaving advertisers tasked with the important challenge of creating digital video content that invites engagement across platforms and devices, according to an Advertising Week panel discussion titled "Sight, Sound, and Mobile: Video Marketing in a Digital Era."
In the panel discussion, Facebook vice president of Global Marketing Solutions Carolyn Everson said that Facebook videos receive, on average, 1 billion views a day, with 65 percent of those views happening on mobile. Furthermore, mobile and tablet viewing increased 532 percent from 2012 to 2014.
People are carving out moments during their everyday activities to consume media via mobile, rather than, for example, running home after work to catch a favorite show. Everson believes that the shift in the way audiences view video "has fundamentally changed the way consumers are discovering brands." In response, brands must focus campaigns to target customers across devices, she said.
One example of effective video marketing across devices is Coca-Cola’s "America Is Beautiful" Super Bowl campaign. In the panel, Ivan Pollard, vice president of global connection, explained that Coca-Cola released the controversial advertisement during Super Bowl XLVIII, while simultaneously using Facebook’s targeted advertising tools to deliver tailored versions of the ad to specific customers on Facebook, including members of the LGBT and Hispanic-American community.