Check out our ebook,12 Ways Video Will Connect Consumers and Brands in 2016, to find out how to maximize your video campaigns across all screens with interactive and personalized video experiences for your target audiences in the New Year.

1. 12 Ways Video Will Connect
Consumers and Brands in 2016
As The Traditional TV Landscape Shifts, Digital
Video Unlocks New Revenue Streams For Marketers

2. Here’s a big
prediction for 2016:
People are going to continue living connected lives. They’re
going to get even more connected in the coming year.
Shocking, right?
So, to start, in thinking about the year to come, we feel
compelled to set as a baseline the most basic prediction
of all: Connectivity is here to stay. The real trends and
innovations in 2016 emerge from how fast everything is
continuing to change—in a fast and furious way—as a result
of this connectivity, and how quickly consumers are changing
their behaviors in pace with this evolution.
We see countless new and exciting possibilities for video
advertising in 2016, but we’ve narrowed our list down to our
top 12 picks for the coming year that mark significant shifts
in the way video is delivered, what that video looks like, and
how advertisers will be able to measure and assess consumer
reaction and engagement in video, once and for all.
Innovid’s 2016 Video Trends & Predictions:
1. OTT Content and Digital Content Combine Forces 7. Video ROI Gets a Facelift
2. Interactive Mobile Video Catches Fire 8. Social Video on the Rise
3. The 5-Second Spot Gets Its 15 Minutes of Fame 9. The Triumph of Good Video over Ad Blockers
4. Programmatic Video Gets Creative 10. Scaling Videos for Scaling Audiences
5. Video Gets Political 11. 360° Views Take Videos Towards Virtual Reality
6. Shoppable Video 12. Video Storytelling Through Retargeting

3. #1: OTT Content and Digital
Video Combine Forces
Since 2010, five million people have cut the cable cord. But breaking up is never easy.
And in 2016, OTT devices will ultimately let consumers continue to take the TV driver’s
seat they always wanted thanks to content on their terms and their time. In fact, 20151
saw audiences streaming 37 million hours of video per week on Roku devices alone.
In 2016, it’s up to advertisers to leverage OTT possibilities that take advantage of all
the possibility digital TV has to offer. Nearly 80% of current ad buyers plan to invest
more in connect TV advertising in 20162
, and 85% of marketers are using advanced TV
advertising3
. It’s not surprising considering that interactive ads delivered on Roku have
an average completion rate of 99%4
.
You Down With OTT?
Everything Is Over-the-Top. It’s not enough to think about the connected TV experience
alone. Think about creating strategies and campaigns that work together, and in
complement, across all devices.
3
IAB Advanced TV Study, August 2015 4
Innovid H1 2015 Interactive Video Benchmarks
1
NPD Group 2
Innovid State of Interactivity Report, Q3 2015

4. #2: Interactive Mobile
Video Catches Fire
According to eMarketer, in July 2015, mobile finally reached its tipping point, with 51% of the
average adult’s total time spent on digital devices going to mobile screen time1
. Despite
spending more than half our time on mobile devices, our attention is hardly undivided: we’re
distracted and inevitably multitasking as we check email, read CNN alerts, shop and, of
course, check Facebook. Which means that when it comes to mobile video, advertisers will
have to be incredibly savvy in order to make the most of their mobile ad dollars.
Fortunately, interactive video offers the antidote to all that distraction via very up-close-and
personal experiences that invite viewers to step into the video and take control. By offering
mobile users an engaging experience in conjunction with the strategic positioning of video
ads within the content of an app or site, advertisers can bypass the noise to reach viewers
and create a connection.
So why is 2016 the year for interactive mobile video?
Because it’s poised to capitalize on viewers who are already in a receptive state of mind:
nowhere are consumers more inclined to instantly interact and engage with content than on
their mobile devices. Viewer-friendly and the perfect complement to TV advertising, mobile
video promises to gain new cachet in the world of video advertising in the New Year.
1
eMarketer

5. #3: The 5-Second Spot Gets
Its 15 Minutes of Fame
Snapchat and Vine have paved the way for short-form, visible content, and in 2016, the
5-second video spot will be yet another way consumers can grasp branded content
without the commitment. The tricky part for advertisers will be to ensure they are using
every video feature at their disposal to transform a 5-second view into a 60-second
engagement.
With the continued rise of interactive video, brands can use elements to draw in the
viewer, and ultimately put them in the driver’s seat. Inviting them to view more (longer!)
video content, connect on social, or even buy movie tickets right then and there. Clever,
interactive content ultimately leads viewers to spend 30, 60 or even 120 seconds with a
spot you only bought for five seconds.
2016 will be the year of “The 5-Second Rule”: where short video spots meet the long tail of
interaction.

6. #4: Programmatic Video
Gets Creative
Programmatic definitely has enjoyed being the buzzword of 2015, but as we look ahead
to 2016, it’s no longer enough to simply serve video more efficiently. It’s time to couple this
strategy with personalized, advanced creative—which customizes messages and content
to specific audience segments and behaviors—as a complement to programmatic buying
strategies already in place.
It’s hardly news that personal content yields better results. 56% of marketers cite higher
response and engagement rates as the top reason for personalizing ad content1
and two-
thirds of agencies now target ads based on individual behavior and geo-location data2
.
But in 2015, only 34% of those who are responsible for programmatic buying at agencies
were actively applying tactics to personalize in-ad creative3
. There’s huge opportunity in
upping your creative game to meet the possibility inherent in all that data.
This is one case where innovation is inevitable—as presaged by the same creative
changes we’ve watched unfold across other forms of digital advertising in recent years.
In 2016, digital marketers finally bring video into the personalization fold: The data they’re
already using to target and personalize content will be applied to video, making a powerful
visual execution even more relevant.
1
Poll, CMO Council, June 2015. 2
Poll, Strata, May 2015. 3
Innovid State of Interactivity Report, Q3 2015

7. #5: Video Gets Political
We all know 2016 is an election year. Which means political advertising—and lots of it, as
candidates and their backers are expected to spend a record $11.4 billion on ads, with $1
billion of that allocated to digital1
. Video will play a crucial role in these digital strategies as
candidates use the sight, sound, motion and interaction to convey their brand and campaign
goals while connecting with voters on multiple levels. Millennials, ages 25-34, make up the
largest segment of digital video viewers of any age group2
, so candidates will especially
ramp up their video efforts to engage this elusive generation of voters.
For instance, President Obama’s campaign broke new ground making major inroads with
younger voters—with its savvy use of social media, so candidates will be sure to integrate
social features within their videos. Whether it’s using live stream Twitter feed or “share now”
buttons, in 2016, interactive video will be the major innovation in political digital strategy.
Candidates will use compelling video overlaid with specific interactive features, served up
across all devices. It’s a strategy that’s more likely to capture Millennials’ attention and drive
the behaviors that allow campaigns to gather real-time, actionable data about voters.
The Engaged Voter
Look for smart campaigns to use interactive video as a key means of reaching younger voters.
Video will be used to conduct polls and surveys, to motivate individual grassroots get-out-the-
vote activities, and to drive specific online behaviors like social connection and sharing.
1
Political Ad Spending Online Is About to Explode”, Issie Lapowsky, WIRED. 2
eMarketer, Feb 2015

8. #6: Shoppable Video
Advertisers have always longed for ways to shorten the distance between searching and
buying for their shoppers. At the same time, 60% of consumers want real-time promotions
and offers1
. Enter: shoppable video. No longer just an awareness vehicle, video can instantly
become a direct path to purchase—a hotbed of shopping opportunities, essentially bringing
the online shopping experience to the ad itself.
In the not-so-distant past, shoppable video was merely a novelty for most marketers. But as
interactive video capabilities have become more accessible and affordable, we see 2016 as
the year shoppable video becomes a must-have in the retail marketer’s toolbox. Even simple
executions such as “Buy It Now” buttons, product recommendations, or store locators can
quickly transform a once-passive medium into an in-the-moment e-commerce experience.
And while shoppable video still remains an under-utilized tool by most retailers, its early
results are proving fruitful. Click-thru rates alone (such as a “Buy Now” option) jump by 83%
using interactive units versus static pre-roll2
.
Shoppable video: where desire meets instant gratification—and real results for retailers.
1
Accenture 2
Innovid H1 2015 Interactive Video Benchmarks

9. #7: Video ROI Gets a Facelift
Viewablity dominated the video airwaves in 2015. So much, that advertisers actually
began using it as a measurement of video success (43% of ad buyers stating is was an
ROI measurement1
. But as TV goes digital, and ad budgets continue to shift to digital
video, establishing a true form of ROI measurement will become crucial for advertisers to
understand video’s role in their marketing model.
Engagement has long been used as catch-all term for signaling success with a viewer. But
the truth is, when video was (only) a passive medium, there was no such thing as direct
engagement—at least not in the sense that would allow an advertiser to attribute direct
ROI across key funnel metrics such as brand lift, purchase intent, social media followers or
even sales. With interactive video, viewers immediately signal engagement through specific
actions like clicking within an ad, viewing other content or adding items to their shopping
cart.
As interactive video increasingly becomes the norm, new metrics for video will arise that
will far outweigh a “view”. Metrics that help advertisers understand not only if their video
resonates with the viewer, but helps push that would-be consumer a bit further down the
funnel.
1
Innovid State of Interactivity Report, Q3 2015

10. #8: Social Video on the Rise
With the dominance of platforms and apps like YouTube, Vine, Snapchat, and the rise of
live video stream sites like Periscope, Meerkat and now Facebook Live Video, advertisers
are finally in a position to merge their social and video ad campaigns—and to do it with
interactive video that connects viewers to content across digital experiences and platforms.
In 2016, look for videos with in-stream social feeds that lets audiences see conversations
in real time and invite users to share then and there. This lets advertisers cut out the
middleman between exploring their content and joining the conversation on social media.
Creative content will naturally still need to be shareworthy, but the real sharing and
engagement will come from immersive content like a how-to video gallery or in-video
recipes that users can share with their friends and followers.
Advertisers should also take a cue from content sites like Buzzfeed, and offer in-video
quizzes that allow consumers to have fun at the same time that they are providing the
valuable insights that ultimately help the brand serve up better and more relevant content,
products and offers.

11. #9: The Triumph of Good
Video over Ad Blockers
According to Adobe and PageFair’s 2015 Ad Blocking Report, ad blocking will be
responsible for nearly $22 billion in lost advertising revenue this year alone1
, hitting
publishers hard and causing advertisers to re-evaluate their digital video strategies.
But with this challenge also comes opportunity. With ad blockers being the reaction to bad
video ads that are scattershot, disruptive, or just plain boring, we see 2016 as the year that
digital technology, innovative strategy, and creativity all come together for the beginning of
a newly inspired era of creative, platform-relevant, user-specific, and excellent content that
audiences won’t want to opt out of.
Good video will be defined by better and more engaging content that is, from the start,
conceived for the integration of interactive and personalized elements. Advertisers will
monitor campaign data (What are consumers responding to? Games? Recipes? Product
galleries? And how are they responding?) for an optimize-as-you-go approach and for better
future planning.
1
The 2015 Ad Blocking Report, PageFair

12. #10: Scaling Videos for
Scaling Audiences
While pre-roll videos can be great—audiences can find them stale after a few viewings. So
in 2016, video marketers will take matters into their own hands to keep their content fresh to
keep users on board and engaged with their brands.
Fortunately, digital video has so many opportunities to include all kinds of interactive
content as a complement to that centerpiece video. Now, brands can combine social media
and other digital content with the attention-grabbing power of video to create multiple
versions of the same campaign with different content options. The result is video that
can scale to reach all kinds of target audiences, and keep their interest piqued with more
opportunities to explore content within video.
Show off product galleries, share local special offers, or even create value out of the scenes
from your video that didn’t make the final cut to create an in-video gallery that leads viewers
to extended content or behind the scenes footage from the final commercial.

13. #11: 360° Views Take Videos
Towards Virtual Reality
Virtual reality gear and games are topping this season’s holiday gift guides. Guess what that
means? A whole lot of consumers are going to be hungry for good virtual reality content in
2016—and that means a significant opportunity for advertisers who can bring full immersion
and interaction to their video content.
Among the most immediate VR-friendly experiences that advertisers can easily create in
their videos is the 360° product feature video, which allows the viewer to get the full 3-D
effect of a product, and get close to view minute details from all angles and distances, for
an immersive experience that is far beyond a flat image—even one that rotates or presents
different product views—could ever capture.
The Next Frontier for Brands
Interactive video is already immersive, but 360° features within videos provide users with
more of an experience that they’ll remember, whether it’s getting a virtual test drive of
Jaguar’s latest model with 360° interior and exterior views and an engine-revving simulator,
or by stepping into Lara Croft’s world of ancient tombs. Give them an amazing experience
and audiences will remember your brand.

14. #12: Video Storytelling
Through Retargeting Will
Retargeting isn’t a new concept, but video marketers are going to leverage it more and
more to tell sequential brand stories in 2016. When audiences are exposed to ads in
sequence rather than at random, they are 87% more likely to visit the advertiser’s site1
, so
keeping the brand’s story in tact, audiences are more likely get the message and engage.
Viewers no longer expect to see the same video again and again; they want to see an
evolving story of video ads offering new experiences and interaction. The advertiser’s job is
not only to offer the most targeted ads based on consumer-specific data, but to also ensure
that subsequent new ads are chronologically sequenced to trigger consumer awareness,
engagement, and ultimately drive specific desired behaviors and maximize ROI.
In 2016, retargeting will become more of a video marketing norm. With audiences now
consuming video across all connected devices advertisers will work to optimize their stories
to cater to cross-device behaviors from connected TV to smartphones. While total cross-
device tracking isn’t a complete reality yet, advertisers will still do what they can to ensure
they provide audiences with complementary experiences on the devices that they use.
1
The Science of Social Media Advertising

15. 2016 will be the
year of video.
Are you ready?
In 2016, the number of online video viewers will amount to 209.8 million users, up
from 186.2 million in 2013, according to Statista’s forecast. 2015 was a great year
for video, but we know that the best is yet to come in terms of providing audiences
with the best possible user experiences that truly engage and excite them.
Whether you’re looking to up your cross-device ante to connected TV, OTT
devices and mobile or just create more engaging and personalized experiences
to build a better brand story, we’re thrilled to help make your 2016 video strategy
(and beyond!) a huge success.
Contact us to help you transform your videos into engaging, interactive
experiences across all screens.
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