Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Video content had marked the previous year, and the trend continues this year. Therefore YouTube, the most popular streaming service in the world, organized the CEE YouTube Executive Summit 2016, where one of the participants was Jelena Anđelić, CEO of the agency Drive Belgrade. Jelena singled out the three key trends from this summit for Media Marketing.
1. Facial emotion analysis
Emotions play an important role in consumer’s decision making, so it is time to start measuring them in consumers’ interaction with content. This software enables passive measurement of attention and emotion when viewing video content.
Ken Denman, former CEO of company Emotion which was bought by Apple, stressed the importance of measuring emotion. Emotion analysis technology is a software solution that translates facial expressions and gestures into information that give us new, important knowledge. The software recognizes anger, contempt, disgust, fear, happiness, neutral, sadness and surprise. This allows companies to check whether the offered content and actions have caused the desired type of emotion, which would in turn incite action. Agency Drive is one of the few that introduced this type of service. Recognizing this global trend, agency Drive has offered its clients a software solution Attent TV made within the IPG Lab, which measures the emotions of the viewer and actors.
Learn how our consumers react to certain video content:
2. Virtual Reality
Virtual reality is a common term lately. VR headsets from different vendors are slowly entering into mainstream, VR has left the framework of entertainment and found application in education, journalism and medicine, while in marketing it serves as a powerful tool for creating stories and experiences. Using software, VR creates an artificial environment, which thanks to 360-degree perspective, sound and three-dimensional images enables you to step into a new reality. Because of the possibilities of faithful display it especially stands out in the application of e-shopping, because of the possibility to look at a product from all angles before buying, or the real estate market because of the possibility of touring your future home while it’s still only a sketch. Today, brands are slowly stepping into interaction with their consumers through stories and creation of a common experience. VR allows brands to tell compelling and realistic stories and provoke the desired emotion. It will take time for the VR to fully come to life as a marketing tool, but we can certainly expect interesting ways of implementation.
Real estate market was the first to embrace VR and find it adequate application.
3. Video, video, video
The importance of video content is increasing day by day. At a time when we talk about moments that need to be recognized in order to grab consumer’s attention, video is singled out as the best means. Video content wins consumers, mostly on their mobile devices. A long-time trend of application of TV video formats online is a forgotten topic. Today it is necessary to create video content tailored to each of the digital channels. Ben Jones, Google’s Global Creative Director pointed out that consumers in the online world don’t expect the same quality of video production as on television, but they expect content tailored for them, for which they will not have a problem to allocate a greater percentage of their time. Users today mostly complain of the content that is offered to them. In the online world they don’t look for copied offline world, but new executions, more interaction and new discoveries. Tips for creating video content that achieves success: take chances, fascinate with what you know and be carriers of energy. Video form offers the opportunity to brands to dive into the stories and cultures, to set themselves apart and win the attention, to adapt to the times, and that’s why today it is crucial for brands to engage in creating their own digital world in video format. The message is important for the brand, its context is important to the user.