Preferences and habits of consumers are changing a lot. With those changes coupled with technological ones, the advertising landscape is changing too. Commercial videos are no longer the same as old ones and in this article, we examine how commercials production companies have been changing their production type and storyline they portray in the commercial videos. But before we delve into the crux of the topic, it is important to know about the factors that are driving this change:
Increasing competition:
Throughout the years, many new businesses have born and all are fighting with others to get the attention of the viewer. This increase in competition urges any commercial video production company to change the way it produces the content so as to keep them more engaging and of higher quality.
Low attention spans of users:
Today’s people are easily getting bored. Also, as every social media is giving tons of content for them to see, people will start to watch your video only if it seems interesting. According to a study, if you do not manage to hook your viewers to your ad at the start (as soon as 3 to 5 seconds), you completely risk losing the attention of the viewer!
General dislike of advertising:
Most of the Generation Z people do not like advertising in general. Instead of getting bombarded with the advertising of products/services, they want a more personalized approach for adverts. This makes commercials production companies come up with new ways of reaching out.
Those are some of the main factors that are driving the change in commercial video production types and storytelling. Now, let us discuss some of those changes themselves:
Higher budget:
Obviously, as commercial videos are needed to be of high quality, commercial production companies are pouring in more budget than ever. Although high quality does not strictly require a high budget, this has been the case as that could require high-cost equipment, talented people, and more.
Spending on ads would also increase and a report by Forester claims that Rand would spend $102.8 billion by the year 2023!
User-Generated Content:
Every creative video production company is striving hard to make the commercial video look something less of an ad. A survey showed that people generally give more weight to something that is shared by “average” people more than brands. So, user-generated content including reviews, appreciation, and other stuff is being creatively added to commercial videos. User-generated content is appealing as it creates a sense of authenticity to the audience.
Shorter ads:
People now only watch ads if it is attention-grabbing, relevant, and valuable to them. As people’s attention spans are getting shorter, digital production companies are trying to tell the brand’s story in less time. With new ad types like bumper ads introduced that allows only 6 seconds of the video, people are becoming more creative in making ads.
Vertical ad videos:
The vertical video format is the one that is optimized to be seen in the portrait mode of mobile. As Viewers would be viewing the videos on the fly, Vertical ad videos maximize their experience with videos, and thus many of them are being produced with this in mind.