OVERVIEW

EXPERT INSIGHT

KEY STATS

RELATED CONTENT

DOWNLOAD REPORT

LIVE VIDEO

LIVE VIDEO

LIVE VIDEO

Why Live Video Now?

  • WHAT IS LIVE VIDEO?

  • WHY SHOULD MARKETERS CARE?

  • HOW CAN IT HELP YOUR BUSINESS?


Live Video is streaming video content sent in compressed form over the internet and displayed by the viewer in real time.


Live Video gives brands the opportunity to connect with customers on a far more genuine, personal level than polished and produced videos. Also, social channels like Facebook and Instagram are sharing live video content more readily due to its increasing popularity among consumers.


Brands looking to engage young millennials and Generation Z need to invest in a live video strategy. According to eMarketer, 63% of people ages 18 to 34 are watching live-streaming content regularly. For brand awareness, relationship building, and even direct sales, live video will become an increasingly effective marketing channel.

ANA Marketing Futures focuses on the innovations and trends that will shape the future of marketing to prepare brands for the challenges and opportunities that lie ahead. Mobile media has created an “always-on” environment in which marketers can reach consumers in real time. Live video gives brands the opportunity to share experiences with audiences around the world as they are happening. We spoke to marketers and experts across industries to get their opinion on the value and viability of this emerging trend.

Live Video Expert Insight

“People spend more than 3x more time watching a Facebook Live video on average compared to a video that’s no longer live. This is because Facebook Live videos are more interesting in the moment than after the fact.” 

Vibhi Kant

Product Manager

Facebook

Expert Insight

Vibhi Kant

Product Manager

Facebook

“People spend more than 3x more time watching a Facebook Live video on average compared to a video that’s no longer live. This is because Facebook Live videos are more interesting in the moment than after the fact.”

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content 

Want to take a deeper dive into live video? ANA Members have access to brand stories, case studies, and expert webinars you won’t find anywhere else.

Recording Live Video Checklist

ANA/Demand Metric. April 2018

The ANA and Demand Metric partnered to create a checklist for brands looking to produce live videos to engage consumers in real time. 

Monetizing Content: Brands as Producers

ANA. March 2018

Marketers face immense challenges to get their messages to consumers in entertaining and inviting ways. Stride brand gum produced Heaven Sent, a live television event where skydiver Luke Aikins jumped out of a plane at 25,000 feet, without a parachute or protective gear, and landed safely in a net. The deal involved production, licensing, broadcasting, and unions. Mondelēz shared how its marketers and counsel partnered to maneuver through the maze of internal and external stakeholders and, by creating content consumers want to watch, helped deliver ROI.

 

How Turner Sports Brought the World’s Largest Live Pregame Show to Millions of Fans on YouTube

ANA/Think with Google. January 2018

For sports fans, the start of a new season has always been a big deal. That puts a lot of pressure on marketers and event organizers to make it a day to remember. In 2017, live broadcast veteran (on linear television) Turner Sports decided to expand its tip-off coverage to reach even more fans before the game. To pull it off, it produced "the world's largest live pregame show," which aired for four hours during a 24-hour takeover of YouTube's most prominent ad placement, the Masthead. 

Be sure to visit our full live video content library for more great resources!

Get ANA's Live Video Report

Live Video is streaming video content sent in compressed form over the internet and displayed by the viewer in real time. The format gives brands the opportunity to share experiences with audiences around the world as they are happening.

 

ANA Marketing Futures spoke to marketers across the industry to see how they were utilizing live video to capture audience attention, and created a guide for brands looking to leverage live video to create compelling content experiences.

Download the full report today!

Download the full report today!

ANA Marketing Futures: Our Story

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the ANA tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business. 

About the ANA

The ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes nearly 2,000 companies with 25,000 brands that engage almost 150,000 industry professionals and collectively spend or support more than $400 billion in marketing and advertising annually.

 

Learn more at ana.net

 

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