4 Ways To Explore The Future Of Video At #SMWLDN
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It’s estimated that online video accounts for a whopping 69 percent of consumer internet traffic, and that figure is projected to jump to 80 percent by 2018. As consumer behavior continues to favor video experiences, platforms, publishers and advertisers are adapting their models to make the most of the trend. And the money is following: eMarketer reported that video ad spend is on pace to increase by 19 percent in 2017.
At Social Media Week London, we’ll explore the state of video as it relates to consumer experiences, marketing strategy, and publisher models. Here’s a sneak preview of what you can expect:
How can advertisers grab consumer attention and create thumb-stopping moments that move their brands forward? Join Facebook’s Kat Hahn in our opening presentation at Social Media Week London, which will provide actionable and inspirational advice for marketers when it comes to mobile video content. Learn about the best practices you need to know to succeed in 2017 and beyond and see creative examples from brands that you can start emulating now. Gain these insights and more by joining us to officially kick off the main conference programming on 12 September.
One of the fundamental changes we’ve seen throughout the digital age is the democratization of content. The internet has made it easier than ever for businesses and consumers to create and distribute their own content, which has led to increased competition for traditional publishers when it comes to building and maintaining audiences. Further, the line between publisher and platform has become increasingly ambiguous with the introduction of hybrid media companies like the Huffington Post and BuzzFeed, among others. In attempting to identify ways to elevate their content above the clutter, platforms are beginning to assume roles traditionally owned by publishers.
Enter the publisher-as-platform model. In this session, Claudia Page, VP of Partner & Product Development at dailymotion, will discuss this model in-depth describing how it relates to online video in particular. She’ll also explain why the future of online video must emphasize trust, discovery and user experience.
Over the last several years, social video has become the predominant source of storytelling. YouTube, Instagram Stories, and Facebook Live are just a few of the channels being employed by marketers to connect with audiences through impactful, multimedia storytelling. Brands have not only been able to capitalize on these formats to improve user experience, but they’ve also been able to successfully assume a greater influence on mobile. This is a huge stage to have at disposal, one that continues to be a useful space to experiment and pinpoint untapped opportunities for brand growth.
In this session, Adaptly President Sean O’Neal will share best practices for brands looking to up their social video game. Using examples from Adaptly’s partnerships with leading brands, he’ll share how marketers can measure success and make sense of metrics across a variety of social platforms. In addition, he’ll explain what marketers need to know about emerging video formats, like vertical video and live-streaming, and describe the challenges and opportunities brought by each.
It’s nearly impossible to discuss the future of video without mentioning virtual reality. In this session, Henry Cowling, Executive Creative Director of UNIT9, will shed light on why and how social media will play a growing role in the VR space. As Facebook has demonstrated with its recently launched app, Spaces, there is much more to social VR than headsets, headphones and cartoon avatars. Join Cowling’s session to hear about both present and future opportunities for leveraging VP to close the gap between the virtual and real worlds while creating shareable experiences. He’ll also offer examples of successful branded VR efforts to date, sharing best practices and watch-outs when it comes to creating effective 3D content.
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