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Is Digital Video Replacing Television?

Digital video is so prevalent that it’s changing the way viewers consume content—and the way marketers advertise. Posted on Friday, May 5 in Breaking Through the Clutter.

Is Digital Video Replacing Television

Today’s digital environment is changing the way that consumers watch TV. Nearly half of American households are now subscribing to at least one digital streaming service like Netflix to watch their favorite programming, and since 2013, the number of people leaving cable for good has outnumbered those who are joining. [1]

This transformation in the way that people consume media has significant implications for businesses who want to reach their local audiences through video ads. Digital video trends suggest that digital video is already replacing television when it comes to marketing to today’s consumer. Below, we will discuss the latest digital video trends and what they mean for marketing your local business.

Digital Video is Changing the Marketing World

Did you know that 1/3 of all online activity is spent watching videos? [2] Today’s consumer is watching more digital video content than ever before. Just as digital video is changing the way that individuals consume media, it is also changing the way that businesses market to their ideal buyers. Many brands are now starting to deliver video ad content to their target audiences through a variety of online channels like YouTube and Facebook, which provide a powerful platform for reaching new consumers in their target audience.

What’s more is that many consumers prefer this type of content. An Animoto survey reveals that four times as many consumers would prefer to watch a video about a product rather than read about it. [3] A HubSpot survey also found that 43% of consumers want to see more video content. [2] As digital video continues to increase in popularity, it will be increasingly important for brands to make sure that they are taking advantage of this opportunity to expand their online reach.

Digital Video Trends Impact Local Businesses

In the end, the shift away from television and toward digital video is good news for local businesses who are trying to reach a more targeted audience. Local brands can take advantage of this new media trend by creating unique and relevant video content that is targeted toward their ideal local audiences. Rather than showing one commercial to everyone like you would with a television spot, digital video allows you to optimize your budget by targeting the specific internet users that are most likely be interested in your product or service.

For instance, let’s say that you are offering a service that is aimed at young professionals in your city. You can create quality digital ad content with messaging and imagery that appeals to this population, and then use the sophisticated targeting abilities offered by different channels like Facebook to make sure that your video content is delivered to those who are most likely to use your service.

We can help

Are you ready to attract more relevant customers with digital video? Our team helps local businesses just like yours develop and implement digital video strategies that are aimed at maximizing exposure in the local market. Contact us today to get started.

Download our Digital Trends whitepaper to learn more about how digital video inspires consumer action.


“The future of television, Cutting the cord;” The Economist; July 16, 2016
 “Where Marketers Go to Grow,” by Lindsay Kolowich; Hubspot; June 14, 2016
“The 2015 Video Marketing Cheat Sheet,” by Megan O’Neill; Animoto; May 07, 2015

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