Page 12 - index
P. 12
RESEARCH, ANALYSIS & TRENDS
Snackable content manages the balancing act
between pleasing content and monetarization
We know by now, that there are only split seconds to junkies, are trying for some time to capitalize on the
wow someone with content in today’s fast-paced digital short and striking ‘snackable’ content.
time, therefore marketing messages must be compel-
ling, easy to read, and can’t be too long. Media compa- Online editorial offices are particularly in a balancing
nies and brands that got it, therefore provide more and act between good content and the pressure of moneta-
more often snackable content, which means short, con- rization: Short content, which requires only a few sec-
cise, fast and preferably good content with qualitative onds of attention, is designed to enable companies in
added value. these environments to optimally position advertising
that pleases brands and publishers - the more the mer-
For instance, advertisers have less than a minute to rier. So, snackable content ensures the media houses
make their point via video, after which viewership drops the needed traffic for their marketing strategy and al-
off dramatically, according to AOL. And with most brand lows them to optimally play out their core competences
videos not getting past eight seconds, marketers clearly of user guidance with regards to content. Snackable
have to start thinking differently and find unexpected content helps to increase brand awareness, promotes
and interesting ways to hold attention and be relevant. branding, brings benefits in the competition, improves
In fact, the attention spans of consumers across all vid- customer satisfaction and increases customer loyalty to
eo platforms is declining and this move, as well as the the brand.
creation of more “bumper” ad formats, will help to re-
address the balance between user experience and ex- However, the approach to put less emphasis on striking
pectation and ad revenue, Google believes. So, the advertising and to publish subtle-charming content in-
trend is clearly heading towards smaller and shorter stead, remains only suitable for some brands and can
marketing messages, which means for brands condens- be completely wrong for others. Anything that is not
ing their messages into an elevator pitch to get it across relevant - or won’t benefit the user - will fail, but as
in the first few seconds. soon as emotions are provoked and content makes a
splash, brands have almost won.
Balance between user experience, expectation, and
ad revenue Certainly, the behavior of the users has changed.
Whether it's Tweets, Gifs, Instagram Photos, Haikus or
Unfortunately, too often a spurious construct is con- Memes, as soon as the actual content becomes obso-
cealed behind such content just to schmooze users on lete and its expiration date reaches its zenith, new in-
the web. Affiliate link portals, SEO tricksters and traffic formation is needed to keep the user happy.
12 February 2017 - Video Marketing & Advertising
Snackable content manages the balancing act
between pleasing content and monetarization
We know by now, that there are only split seconds to junkies, are trying for some time to capitalize on the
wow someone with content in today’s fast-paced digital short and striking ‘snackable’ content.
time, therefore marketing messages must be compel-
ling, easy to read, and can’t be too long. Media compa- Online editorial offices are particularly in a balancing
nies and brands that got it, therefore provide more and act between good content and the pressure of moneta-
more often snackable content, which means short, con- rization: Short content, which requires only a few sec-
cise, fast and preferably good content with qualitative onds of attention, is designed to enable companies in
added value. these environments to optimally position advertising
that pleases brands and publishers - the more the mer-
For instance, advertisers have less than a minute to rier. So, snackable content ensures the media houses
make their point via video, after which viewership drops the needed traffic for their marketing strategy and al-
off dramatically, according to AOL. And with most brand lows them to optimally play out their core competences
videos not getting past eight seconds, marketers clearly of user guidance with regards to content. Snackable
have to start thinking differently and find unexpected content helps to increase brand awareness, promotes
and interesting ways to hold attention and be relevant. branding, brings benefits in the competition, improves
In fact, the attention spans of consumers across all vid- customer satisfaction and increases customer loyalty to
eo platforms is declining and this move, as well as the the brand.
creation of more “bumper” ad formats, will help to re-
address the balance between user experience and ex- However, the approach to put less emphasis on striking
pectation and ad revenue, Google believes. So, the advertising and to publish subtle-charming content in-
trend is clearly heading towards smaller and shorter stead, remains only suitable for some brands and can
marketing messages, which means for brands condens- be completely wrong for others. Anything that is not
ing their messages into an elevator pitch to get it across relevant - or won’t benefit the user - will fail, but as
in the first few seconds. soon as emotions are provoked and content makes a
splash, brands have almost won.
Balance between user experience, expectation, and
ad revenue Certainly, the behavior of the users has changed.
Whether it's Tweets, Gifs, Instagram Photos, Haikus or
Unfortunately, too often a spurious construct is con- Memes, as soon as the actual content becomes obso-
cealed behind such content just to schmooze users on lete and its expiration date reaches its zenith, new in-
the web. Affiliate link portals, SEO tricksters and traffic formation is needed to keep the user happy.
12 February 2017 - Video Marketing & Advertising
