Transcending Media Boundaries with Video Content


Video content plans and digital strategies require a multi-platform approach to keep pace with changing media habits.

The days when a family would huddle around a lone television set and bond over primetime have long disappeared. With rapid advances in media technology, consumers now have the flexibility to choose not only what they watch, but also when and how they watch it.

The decline in traditional television viewing creates a natural shift away from traditional television advertising. Even cable and broadcast programs that garner sizable ratings can be an unreliable means to connect with a target demographic, with over 66% of consumers distracted by other devices during ad breaks. Videos are progressively consumed through digital devices, and viewers rarely limit their video consumption to just one platform. Content strategies must reflect this behavior change to continue reaching their intended audience.

Think with Google recently analyzed the video consumption habits across various platforms and found that adults are five times more likely to watch videos at home through online platforms over traditional television. But, before you put your television out on the curb, it’s important to understand that while cable or broadcast television viewing may be declining, the actual television set is still getting a great deal of use.

Consumers are now using their television to view online video content. TVs come standard with Netflix and YouTube apps, obscuring the definition of “television programming” and making the transition between TV and online easier than ever. YouTube is an especially powerful engine, accounting for over 50% of the online video content being viewed on TVs.

The lines between platforms have become even less distinguishable as consumers turn to their digital devices to watch television programs. Networks have tapped into this growing trend through offering streaming options on their websites, while streaming services like Netflix, Hulu, Amazon Prime, and Google Play have seen large spikes in their membership.

YouTube, again, plays a significant role in this sphere. Since 2013, there has been an increase of 230% of people who watch television programming on YouTube. YouTube has never been a more popular platform, reaching more adult viewers than any television network in recent times. Video sharing on YouTube is emerging as the new bonding behaviour, with 25% of YouTube videos being watched on TV for the purposes of sharing video content with family and friends.

Brands must stay ahead of this changing landscape through developing a digital strategy that transcends media boundaries. Creating content that can be optimized across different screens and digital channels has three distinct advantages:

The above is an example of content optimization for Genesis Canada


1. Maximum Exposure
Optimizing video content for multi-platform use ensures a stronger likelihood of reaching consumers where they are already going. Developing content that is compatible with YouTube is especially important, where purchase intent is 150% higher from paid YouTube ads versus television advertising.

2. Uniformity of Message
Almost 50% of consumers actively seek out product and service information online before visiting a store. Utilizing consistent content across television, online, mobile, and in-store digital signage is critical in establishing a strong brand image that consumers will recognize.

3. Content Optimization
Producing one video that can be adapted across various media platforms and social channels allows companies to save money in development and get the most out of every dollar.

How do you ensure your message transcends media boundaries? Let us know on Twitter @stjoseph.


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