Digital Video Represents a Fast-Growing Opportunity for Marketers

Video marketing is a powerful tool for marketers to tell their stories in uniquely resonant ways.

Marketers have long understood the power of sight, sound and motion when it comes to connecting with their target audiences. That is, of course, what drove more than $178 billion in TV advertising spend in 2017.

That said, audiences are increasingly shifting their attention away from traditional TV and toward online video, where already-robust viewership grew a whopping 20 percent in 2017. It is not surprising that advertisers are shifting their budgets accordingly. Digital video currently represents the fastest-growing online ad market, with the spend on video advertising growing more than 67 percent over the past two years.

Yes, digital video is red-hot and for good reason. Video marketing enables brands to do more than just advertise products and services. It represents a powerful content vehicle through which marketers can tell stories in uniquely resonant and emotionally compelling ways. Here are three reasons for the current massive shift toward the video space:

  • Complex concepts made simple. If a picture is worth 1,000 words, imagine how many words a video is worth. Indeed, for many products and services, video is the only effective way to properly demonstrate certain functionalities and usage. And with online video, content can be as long or as short as it needs to be – from a 2-second cycling GIF to a long-form tutorial on complex machine operation.
  • Building trust. Video is a powerful way to communicate brand stories, evoke emotion and establish connections with customers and prospects. In addition, videos can foster trust in online purchases by easing the concerns of consumers who are skeptical about buying products they have yet to hold in their own hands.
  • Boost conversions. Video is more than education and entertainment. It’s a driver of sales. In fact, a study by EyeView found that incorporating video into landing pages can boost conversions by as much as 80 percent.

More than 83 percent of companies report that video provides good return on investment. Perhaps the best part about online video is that marketers don’t need to develop content specifically for the online world. If they already run TV campaigns, those ads can easily be repurposed for digital, ensuring that the original investment pays off.

Sound Publishing can help advertisers place their video marketing content at a fraction of the cost required to build and staff an internal video department. No matter the size and scope of your desired project and budget, with Sound Publishing you can reach your intended audience via this fast-ascending and uniquely engaging medium.




In consideration of how we voice our opinions in the modern world, we’ve closed comments on our websites. We value the opinions of our readers and we encourage you to keep the conversation going.

Please feel free to share your story tips by emailing editor@issaquahreporter.com.

To share your opinion for publication, submit a letter through our website https://www.issaquahreporter.com/submit-letter/. Include your name, address and daytime phone number. (We’ll only publish your name and hometown.) We reserve the right to edit letters, but if you keep yours to 300 words or less, we won’t ask you to shorten it.

More in Marketplace

David Good, owner of The Green Door in Seattle. Budtenders at the store will teach you about cannabis and help you find a product that suits your needs.
‘Budding’ chemists: learning the science behind a familiar plant

You probably know THC and CBD, but this Seattle budtender suggests digging deeper

Cool ice cream, hot Thai or breezy cocktails… How does your summer taste?

Show Grand Ridge Plaza what you’re eating this summer for a chance to win awesome prizes!

What makes this cannabis store ‘Seattle’s favorite?’

Long-standing Rainier Street shop has changed with the times, and kept spirits high

2 ‘budding’ products to tackle stressful times

Neighborhood retailer builds relationships with customers to help meet their needs

Take a trip to SnoValley — in person or online — for one-of-a-kind creations

Snoqualmie’s hub of art and creativity moves online

Reprioritizing wellness? Explore the options here!

Issaquah’s one-stop-shop for fitness, health and full-body therapy

Join the Rescue Squad! Seattle Humane hosts first-ever Day of Giving

Show your love for local animals with community-driven fundraiser July 17

United Way seeks support for King County residents during COVID-19

Because of the current pandemic and economic fallout, the needs of the… Continue reading

Zsofia Pasztor, founder of Woodinville-based non-profit Farmer Frog, is a certified horticulturist, arborist and landscape designer who helps build community and family gardens, starting from a foundation of Cedar Grove soil and compost.
Family gardening can be fun and fruitful!

Cedar Grove soils can help you get the most out of your home planting season

Dining in: savor the flavors of Downtown Issaquah!

Take advantage of the range of local restaurants offering takeout and delivery options

Find beauty right in your garden this spring!

With contactless delivery options, Cedar Grove helps you get in your garden this spring

While people may be staying closer to home right now, nutritious and delicious meals are as close as Gourmet Meals to Go, delivered right to your door.
5 simple steps gets custom, restaurant-quality cuisine to your door!

We might not be dining out much right now, but that doesn’t… Continue reading