With minimum intrusion, short form video adverts allow brands to engage with an audience through storytelling. The likes of Vine, Instagram and Youtube won’t work for every brand every time, but there are significant strengths to the format.

 

As always, brands thinking about including them as part of their media plan should start with the audience and go from there. For instance, 90% of the 150 million people on Instagram are under 35, which makes it an attractive platform for many clothing, entertainment, and media brands focused on the 18- to 34-year-old demographic. There is excellent mobile/format audience data, and a sensible brand will take a good look at it before deciding whether it is a suitable place to advertise.

 

That said, let’s take a look at a few of the reasons short form video ads are going to be everywhere in 2015.

 

Targeting

 

Mobile and tablet operating systems know their owners very well, and the same can be said for the organisations, like Google, Facebook and Twitter who own the short form video formats. Collectively there is a vast amount of data available to savvy brands, allowing them to make sure that a short form video is worth the money at all.

 

Accessibility

 

Not just for the audience, but for the brands too. The barrier to entry, compared to traditional TV advertising, is very low. Sure, quality and creativity is still going to rely somewhat on the budget, but this budget is seriously doable for all but the smallest of brands. The smaller budget (plus the reduced amount of time planning a 6 – 15 second video ad) means that these adverts are also able to be much more reactive to current/seasonal events, helping brands stay culturally relevant with their messages.

 

Oh and bonus, provided it makes sense for the brand, lo-fi is totally fine with this format – even for huge internationals. Creativity and the concept behind the ad (or series) matters more.

 

From play to pay

 

Pioneered by iTunes, the distance between seeing and buying is minimal. The same is true now of just about all mobile operating systems. Short form videos on mobiles, targeted at the right audience, at the right time – represent a wonderful opportunity for brands to approach and sell in one fell swoop.

 

A billion water coolers

 

This last one is obvious, but worth stating. The format, born of social networks, allows for incredibly easy dissemination. Think of it as a cross between a Tweet and a traditional TV ad.