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.

The Truth About Innovation, with IPG Media Lab

IPG Media Lab works with some of the world’s largest brands to drive innovation in media, marketing, and business models. As the dedicated innovation initiative of the UM family of agencies, they’ve worked with companies of all sizes, across numerous verticals. Chad Stoller and Adam Simon of IPG Media Lab discussed the types of conversations they have with marketers around innovation, gave us a behind-the-scenes look at how IPG Media stays innovative, and asked whether one can truly measure innovation success.

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iOS 14: Friend or Foe? Breaking Down the Effects of Apple’s New Privacy Policies

There’s more uproar in the data privacy world: Apple has announced that with their newest update to iOS 14, the previously optional Limit Ad Tracking function (LAT) will now be on as a default. This will force all apps and app developers to ask permission to use a user’s data or track their movement, and they’ll need to opt-in to sharing a unique device code, or the ID for Advertisers (IDFA). As Apple has said on their official iOS 14 info page: “Privacy is a fundamental human right and at the core of everything we do. That’s why with iOS 14, we’re giving you more control over the data you share and more transparency into how it’s used.”

Advertisers use the IDFA to target audiences and measure effectiveness. Just like with the cookie’s demise (as we’ve discussed here), the potential for the IDFA to be limited or disappear completely will hinder the reach and understanding advertisers have over their campaigns. Marketers will not only need to survive without cookies in their diet, but they’ll also need to find new—or in many cases, old—ways to gather audience data to aid in their targeting efforts. It may be best summed up in Apple CEO Tim Cook’s remarks on International Privacy day: "Technology does not need vast troves of personal data stitched together across dozens of websites and apps in order to succeed. Advertising existed and thrived for decades without it, and we're here today because the path of least resistance is rarely the path of wisdom. If a business is built on misleading users on data exploitation, on choices that are no choices at all, then it does not deserve our praise. It deserves reform.” The resources collected discuss a post-IDFA world and what marketers can do to adapt without it.

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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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