WHAT IS LIVE VIDEO?

Live video is streaming video content sent in compressed form over the Internet and displayed by the viewer in real time. Consumers view live content through services such as Facebook Live, Instagram Live, Periscope, and YouTube Live.

WHY SHOULD MARKETERS CARE?

Live video gives brands the opportunity to connect with customers on a far more genuine, personal level than polished and produced videos. Used strategically, live video can leverage a brand’s audience as content producers, creating truly authentic content. Also, live video has recently skyrocketed in popularity among audiences like video gamers, opening a marketing door to the elusive Generation Z.

HOW CAN IT HELP YOUR BUSINESS?

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.

Dr. Joseph Riggio

Possibility-Based Marketing with Dr. Joseph Riggio

In this podcast Dr. Riggio breaks down “carrot” vs. “stick” motivation, and why “FOMO” (fear of missing out) might be every marketer’s favorite buzzword, but is a terrible way to base your long-term strategy. Instead, Dr. Riggio recommends “Possibility-Based Marketing,” which leverages joyful emotions and consumer aspirations to influence purchase decisions.

> See all episodes

Foresight is 2020: Marketing Trends for the New Year

A new year is an ideal time for reflection as well as anticipation of the changes that lie ahead in the marketing world. A new year allows marketers to evaluate what has been most successful in the past, honing in and perfecting what has worked and dropping what hasn’t to try and prepare for the unexpected new trends that will find their way into consumer’s and marketer’s laps. No prediction is perfect, but these resources examine what marketers can anticipate in the year ahead, and analyze what didn’t work and what won’t work again.

> See all issues

WHAT IS LIVE VIDEO?

Live video is streaming video content sent in compressed form over the Internet and displayed by the viewer in real time. Consumers view live content through services such as Facebook Live, Instagram Live, Periscope, and YouTube Live.

WHY SHOULD MARKETERS CARE?

Live video gives brands the opportunity to connect with customers on a far more genuine, personal level than polished and produced videos. Used strategically, live video can leverage a brand’s audience as content producers, creating truly authentic content. Also, live video has recently skyrocketed in popularity among audiences like video gamers, opening a marketing door to the elusive Generation Z.

HOW CAN IT HELP YOUR BUSINESS?

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.

“While consumers have long congregated in front of TVs for communal live viewing events, that same experience is now taking off on social, where roughly 10 percent of all videos are live, according to [social video analytic firm] Tubular Labs. In terms of actual performance…live videos are far more engaging than all other social videos, with double the engagement rate on both Facebook and YouTube.” – Sara Grimaldi, Senior Director, Measurement & Insights at Fullscreen Media

Sara Grimaldi

Senior Director, Measurement & Insights

Fullscreen Media

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. 

Appointment Viewing Still Exists, and Programmatic Is Adapting to Take Advantage

ANA/Walt Disney Company. August 2019

While sports and live events are important types of programming that have proven to be immune to time-shifted viewing, the reliance on programmatic-buying technology in digital media environments and consumers’ ability to control viewing behavior are forcing an overhaul in the way the industry plans and executes media.

Marketing the Experience of Connected Content at Peloton Cycle

ANA. June 2019

Peloton brings its product into consumers’ homes through live and on-demand content.

The Paralympic Network

ANA. December 2018

Canadian Paralympic Committee’s challenge was to find a way to get Paralympians the coverage they deserved, outside of traditional broadcast.

Download Now!

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.

Sara Grimaldi

Senior Director, Measurements & Insights

Fullscreen Media

“While consumers have long congregated in front of TVs for communal live viewing events, that same experience is now taking off on social, where roughly 10 percent of all videos are live, according to [social video analytic firm] Tubular Labs. In terms of actual performance…live videos are far more engaging than all other social videos, with double the engagement rate on both Facebook and YouTube.” – Sara Grimaldi, Senior Director, Measurement & Insights at Fullscreen Media

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. 

Appointment Viewing Still Exists, and Programmatic Is Adapting to Take Advantage

ANA/Walt Disney Company. August 2019

While sports and live events are important types of programming that have proven to be immune to time-shifted viewing, the reliance on programmatic-buying technology in digital media environments and consumers’ ability to control viewing behavior are forcing an overhaul in the way the industry plans and executes media.

Marketing the Experience of Connected Content at Peloton Cycle

ANA. June 2019

Peloton brings its product into consumers’ homes through live and on-demand content.

The Paralympic Network

ANA. December 2018

Canadian Paralympic Committee’s challenge was to find a way to get Paralympians the coverage they deserved, outside of traditional broadcast.

Download Now!

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.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (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.

 

Copyright © 2020 Association of National Advertisers-established in 1910

Contact

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New York, NY 10017

Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

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