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.

A Personalized Future, with Mike Barclay of MoEngage

Personalization in marketing is nothing new; since the dawn of the internet, brands have been able to customize messaging to specific groups or even individuals. However, we haven’t always used this engagement superpower for good. Many brands have been guilty of getting a little too personal and creeping out their customers in the process. But today’s guest says there’s a bright future for personalization as a cornerstone to modern marketing. Mike Barclay of MoEngage joined the pod to discuss the highs and lows of personalization, and what brands born before the dawn of the internet can do to get in on the personalization game.

> See all episodes
QR Codes: Are they Back for Real This Time?

QR Codes are an extension of the barcode, and were first introduced as a way for manufacturers to scan larger amounts of data quickly. By 2011, retailers and tradeshows were able to take advantage of smartphone technology to utilize QR codes in their inventories, badging, and check-ins — and slowly there emerged consumer usage in the form of online offers.
The process, however, was clunky and involved third-party app software to get QR Codes to work. Fast forward to 2020, when the COVID-19 pandemic raged, and the need for contactless interaction became paramount. It was during this time that QR Code technology could now exist on everything from packaging to OOH signage, and with a simple hover of a smartphone’s camera send consumers to microsites, check-in pages, and offers.
This has allowed marketers to take advantage of QR Codes in ways previously unthought of; however, like most technologies, there are privacy and safety issues to be aware of — and the current speed and ease of QR Code usage means large untapped potential for marketers in the future as well. Read on to see how marketers are using them and addressing issues with QR Codes.

> 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.

 

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Contact

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New York, NY 10017

Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

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