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December 11, 2015
A Closer Look at Advertainment
 
The way to the mind of the consumer can be tricky. As we marketers and advertisers dig through our toolbox to find something that fits our target market, we continue to surprise with and be surprised at some of the efforts that work.

Advertising is not just art and science, but also spectacular timing.

Technology is changing rapidly, and with that change, consumers are looking for different ways to entertain themselves. At the same time, publishers and content providers are looking for ways to provide that content as efficiently as possible while still maintaining a revenue stream.

Advertising, taking advantage of the opportunity, creates branded content that entertains the consumer.

The birth of advertainment.

But it doesn't stop there. Advertising using long-form video (1 minute +) has been on the rise since 2010. Virool, a programmatic video advertising platform released a short white paper about the rise of advertainment, and some numbers that back the use and staying power of digital video.

Some Highlights:
  • The average digital video length of AdWeek "Best Ads" was 2 minutes, 17 seconds. 
  • Close to 55.5% of smartphone users have watched at least one video a month on their phone (compared to over 60% of tablet users).
  • Mobile ad spending on video in 2015 is supposed to hit $2.62 billion dollars.
Virool's Elements of Advertainment:
  • Evoke Emotion
  • Stay Simple
  • Tell a Tale
  • Create Curiosity
  • Command Credibility
  • Go Genuine
  • Concentrate on the Concrete
  • Tap into the Tried and True
We wholeheartedly believe that branded content like advertainment is where brands can see more success as more consumers get accustomed to the technology and access. We are visual creatures, so adding video that wraps your brand into an experience can be a very powerful thing.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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