Partners with The Center for Generational Kinetics to Understand How Audiences Expect Video Experiences to Change Next Year
NEW YORK – Tremor Video, Inc. (NYSE: TRMR), a provider of software for video ad effectiveness, released its 2017 predictions. Instead of gathering intel from internal stakeholders to infer what could happen next year, Tremor Video partnered with The Center for Generational Kinetics, a leader in generational research, to better understand consumers’ attitudes and perceptions toward video. The research aimed to discover trends around engagement, trust, and new technologies via a national study of U.S. adults ages 18-64.
“Consumers are giving publishers and advertisers more opportunities than ever to engage with them, and we hope the industry can join us in rallying around these ideas, because research shows they’re what consumers want.”
“2016 gave way to new formats and new video experiences, which helped pave the way for attention to take center stage in ’17,” said Jen Catto, Chief Marketing Officer, Tremor Video. “Consumers are giving publishers and advertisers more opportunities than ever to engage with them, and we hope the industry can join us in rallying around these ideas, because research shows they’re what consumers want.”
Digital will become a more trusted source for content than TV. To consumers, content matters more than screens/platforms. Parity among all screens is trending so that trust in digital will eventually eclipse linear TV, with marketers’ investments likely to follow suit. This is particularly true among generations like Gen X and Millennials, who consider video ads across screens similarly in terms of authenticity. As these generations continue to become the largest subsets of the population, their opinions will gain dominance over Baby Boomers’ who still trust ads on desktop/laptop over mobile devices.
Relevancy will overthrow privacy. The amount of content and advertising presented to consumers has grown exponentially over the last year, driving the need for targeted content and advertising to break through the noise. In fact, this research study found that 1/3 of viewers find targeted ads more authentic and reliable than an ad broadcasted to a mass audience such as TV advertising.
Advertising will become more immersive. With the rapid growth in advanced video formats such as VR, AR, and 360 video, content experiences have already begun to invite consumers into a more interactive world than ever before. Advertising experiences will follow suit in 2017. Consumers are losing themselves in what they’re watching; 1/3 of people have forgotten where they were while watching a video ad when with friends, family or at work.
Said Denise Villa, Ph.D, CEO of The Center for Generational Kinetics, “the national study revealed that video is an emotional drive for connecting with Millennials and every generation. Creating an emotional response with consumers and influencers has never been more important and video shows a direct path. We believe that video as medium—in addition to the content of the videos—will be an emerging storyline for 2017 as Americans choose to watch video rather than read on a screen.”
Additional findings from the research include:
- Almost 70% of Millennials think video ads must continue to get better to win their attention.
- Millennials have strong reactions to video ads–from laughter to tears. Subtlety is not the tactic to use with this generation. 60% said they’ve been recently annoyed by a video ad, and even more said so about TV.
- 65% of Millennials say they have deliberately watched a video ad more than once because it was engaging.
- 84% of viewers claim humor is the quality that will drive them to watch videos in the coming months
- 33% of consumers told someone about, or shared, an ad they just watched.
For a more visual representation of the findings, see our infographic that accompanies this release.
About Tremor Video
Tremor Video (NYSE: TRMR) provides software for video advertising effectiveness. Our buyer and seller platforms enable seamless transactions in a premium video marketplace by offering control and transparency to clients. We employ patented all-screen technology to make every advertising moment more relevant for consumers, and deliver maximum results for buyers and sellers.
