I firmly believe that video is the best way for brands to engage their audience. With the convergence of internet and TV, programmatic buying platforms, marketing cloud solutions that create deep consumer profiles and branded content as a pillar of a solid marketing plan I think it is time to re-think how we look at video ad units and consider everything branded content to sell your story. Each of these units has a place in the consumer’s journey and some make more sense for a brand depending on what you are selling and how considered the purchase is. Free organic reach is quickly going away so thinking about your content creative in the context of everything as a paid ad makes more and more sense. Here are the definitions I am going to start to use:
- Less than 1 minute – Short Form
- old definition “TV ad or pre-roll video unit”
- 1 – 25 minutes – Long Form
- old definition “branded video”
- 25 minutes+ – Programming
- old definition “infomercials”
In the context of a campaign you might buy short form to generate awareness to drive the consumer to long form to complete the path to purchase. If you think of this as one big story across multiple media platforms creative consistency across all of the touch points becomes even more essential for the story to make sense.