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 Future of Work, with Russ Perry of Design Pickle

For the majority of the U.S. workforce, the past three months have been a complete paradigm shift in what’s considered “business as usual.” Millions of us are, for the first time in our careers, working entirely remotely, and brands across the country are scrambling to establish a “new normal.” But what if your entire workforce was remote to begin with? Marketing Futures spoke with Russ Perry, the founder of Design Pickle, a member of Inc.’s 500 fastest growing companies in 2019, about what it’s like to manage a staff of more than 400, of which only a small handful live and work in the company’s headquarter city of Scottsdale, Arizona. Russ discussed what the first few weeks of the COVID-19 crisis were like for Design Pickle, and shared advice for leaders looking to maintain creativity and camaraderie from afar.

> See all episodes
Get Up Stand Up: Brand Response to Black Lives Matter

Brands share a unique voice that consumers pay close attention to, and marketers can choose to amplify or mute that voice. Brand responses to the COVID-19 crisis have run the gamut from sensitive to tone-deaf, and consumer perception of those brands can change as a result of their responses. As the United States struggles with racial and policing issues, what can brands do to show they are fully allied to current causes, and not just toeing the line, or worse, throwing fuel on the fire?

> 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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Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

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