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From TV to Online: Adapting to the Evolution of Video for CPG Marketers

With the emergence of digital technology and the internet, the advertising landscape for consumer packaged goods (CPG) has evolved dramatically. For CPG marketers, online video has become a potent tool for reaching their target demographic, providing new possibilities as well as challenges. However, with the explosive growth of CPG markets in the Asia Pacific region, it has become more crucial than ever for CPG marketers to adapt their video strategies to remain competitive.

CPG companies have been chasing diminishing returns in TV advertising for years, wasting effort in pursuit of incremental reach. Even if companies spent 10 times more on television in Asia’s emerging markets, most would reach only 1 percent more consumers. Whereas, digital marketing can help reach and engage 60 to 70 percent of new consumers for the same cost.

At Bidmath, a programmatic advertising company, we are committed to helping CPG brands achieve their marketing goals by leveraging the power of online video. In this blog, we will discuss the four significant shifts in online video behavior that are transforming video advertising and how CPG marketers can adapt their video strategies to reach their target audience more effectively.

Multiplicity of Attention

Previously, television had a monopoly over video streaming, enabling just a single stream at a time. Today’s viewers, on the other hand, have a plethora of options and are more likely to engage in multi-screening due to the large choice of creators, formats, and platforms available to them. Because the younger population, particularly population Z, is less interested in traditional television, typical TV ad campaigns may not reach a big number of viewers. To keep up with this shift, CPG advertisers must strengthen their strategy across all channels and personalize it to the needs of each platform. Check out our resources to learn more about how you can create an impact using multi-screen video marketing.

Rise of Relevance

CPG marketers may now appear alongside brand-safe publisher content that is contextually appropriate to each individual’s interests over online platforms. Globally, viewers regard relevancy as the most important criterion in completing a video commercial in an in-stream setting. Accounting for the increase of relevance by combining the size of online platforms with personalization is a win-win situation for CPG marketers. This method allows for extensive interaction while simultaneously satisfying the demands of specialized audiences.

Content as Commerce

CPG firms may use video advertising to persuade consumers to take instant actions, such as adding things to their online baskets. Marketers can now move users from viewing to buying with deeper engagement and in-platform capabilities. When it comes to targeting audiences that have previously proven a commitment for brands and creators, the combination of video content and commerce is very important.

Multidimensional Memories

Online video comes in various formats, which offer longer-form videos to build connections while shorter formats capture attention instantaneously to deliver entertainment. This gives CPG brands the opportunity to deliver richer and more diverse campaigns, harnessing video to achieve multiple goals, from brand building to driving conversions. Through the variety of today’s connected video ecosystem, CPG advertisers can ensure that their brand comes to mind in more contexts and a greater number of buying situations, whether in-store or in-stream.

The rise of online video has opened up new possibilities for reaching and engaging with consumers, and CPG companies must take advantage of this if they want to remain competitive. At Bidmath, we believe that a multi-screen video marketing approach is the way forward, and we encourage CPG brands to personalize their video strategies to suit the needs of each platform. With the four significant shifts in online video behavior that we have discussed, CPG marketers can create impactful campaigns that connect with their target audience on a deeper level. If you want to learn more about how you can adapt your video marketing strategy to the changing times, get in touch with our expert team today –

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