Increased cord-cutting opens up video marketing opportunities for brands

As more consumers become cord-cutters, brands need to adjust their video marketing strategies.

Posted on Jul 8, 2014 by YuMe

Many brands have devoted more of their marketing budgets to digital video advertising due to increased consumer usage of tablets and smartphones. With mobile devices offering video capabilities and a full-time connection to the Internet, many companies are taking these things into consideration when developing video marketing strategies that include advertising on mobile devices.

Mobile users aren't the only ones that brands are looking to attract when advertising. Cord-cutters are on the marketing radar of many companies as well. These individuals have elected to view digital programming over the Internet as opposed to a pay television subscription service. Research conducted by nScreenMedia revealed 84 percent of people who pay for broadband Internet service are pleased with their decision to forgo cable TV. Additionally, the study showed that of those who have already cut the cord, 37 percent have stated that they'll never go back to a subscription TV service.

These individuals are viewing content on a number of devices. The nScreenMedia survey revealed that 98 percent of cord-cutters use a computer to watch digital content and 74 percent do the same on smartphones. Fifty-six percent of respondents stated they view digital video on a tablet and 30 percent on a connected TV device. It's clear that brands need to have a multi-screen video advertising strategy to connect with consumers who don't spend a lot of time in front of a television watching subscription services.

Capitalizing financially on the cord-cutting trend
The above data highlights the fact that consumers have not only found an alternative method to view video content, but they are heavy users as well. Brands need to essentially go where the eyes are. This is one of the reasons behind the growth of mobile media advertising and Internet video ads. As a result, publishers would be wise to partner with a video network, such as YuMe, to maximize video ad investments.

This can not only help monetize content, but also aid in expanding a company's video ad inventory across a number of platforms and devices, such as mobile and connected TV. Additionally, working with a video network can help a company track the performance of any ad to measure its success.

Consumers will continue to change their behaviors when it comes to digital content, and brands need to stay updated on the latest trends while remaining agile to make marketing adjustments on the fly should the need arise.