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.

Building the Next Generation of AI, with Helixa

Artificial Intelligence touches just about every facet of our modern lives, and its effect on marketing cannot be overstated. So, when you want to learn about what’s now, new, and next in AI, who do you turn to other than the folks that are building it? Today we’re joined by Antonio Maiorino and Alberto Mario Pirovano of Helixa, to talk about the evolving world of marketing automation, from next-gen chatbots to natural language processing. The two shared a peek behind the curtain on new developments in the company and discussed what other innovations could come from cracking the code of processing natural language.

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Is It Live, or is it an Infomercial? The Potential for Livestreaming to Revolutionize Content and E-commerce

The COVID-19 pandemic and the quarantines that followed quickly changed the way brands could sell and show off their products, fostering a need for marketers to get inventive with their tactics. The online space also evolved during this time, becoming increasingly dominant and the perfect place to welcome creativity beyond banner ads, video, and social posts. Enter livestreaming, a tactic already well established by gamers and other communities as a way to connect with one another in real-time. What better way for marketers to connect with consumers with so many traditional methods inaccessible for the foreseeable future? Similar to a television informercial or home shopping network, livestreaming offers all of the benefits of those models but cuts out production costs and call-center middlemen. While brand livestreaming is mainly centered in Asia at the moment, there is a huge opportunity and an eager audience ready for marketers to connect with everywhere else.

> 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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