Last year, Facebook reportedly paid over 140 media publishers, celebrities and athletes over $50 million to create compelling live video content.
However, those one-year agreements are coming to an end this spring, and Facebook won't renew any of their paid live streaming deals, according to Recode.
Instead, Facebook is encouraging publishers to create longer-form, premium video content. While it is unclear whether or not Facebook will pay publishers for long-form pre-recorded videos, the move could suggest Facebook does not need to spend large amounts to encourage live video creation. Overall, live content is watched three times longer and receives 10 times more comments than regular videos, according to Mark Zuckerberg.
- More TV-like content on Facebook. Facebook's global head of creative strategy, Ricky Van Veen, is in talks with creators to license TV-like shows, according to Recode. Facebook is inching closer towards the traditional TV screen, and in October the company launched a feature to stream videos from the platform on TV through AirPlay enabled Apple devices and the Google Chromecast.
- Longer videos can drive advertiser adoption of mid-roll video ads. Facebook began testing mid-roll ads in live videos last August, and is currently testing mid-roll ads in non-live videos that are at least 90 seconds in length.
- Live may be better suited for sponsorships. Some publishers turn to branded videos in lieu of interstitial video ads. For example, Buzzfeed's food-oriented brand, Tasty, saw early success with video recipes sponsored by advertisers. Publishers can opt for more sponsored videos before experimenting with mid-roll ads.
If 2015 was the year that brands and advertisers embraced online video, then 2016 saw the medium take the next step as live streaming took off.
Live streaming video refers to broadcasts in real time to an audience over the internet. While the concept of live streaming has been around for years, mobile-first video platforms with user-generated content have just recently begun to make serious waves thanks to improved video quality, faster broadband speeds, and enhanced mobile technology.
Online video has become a key part of the strategic business model for both brands and marketers as they seek more innovative ways to capture consumer attention. Creative live streaming video initiatives and campaigns are a way for companies to cut through the digital clutter and have emerged as the medium of choice not only for person-to-person sharing, but also for business-to-consumer (B2C) and business-to-business (B2B) communication.
Brands are increasingly using live streaming to reach audiences. Its importance has grown significantly thanks to substantial investments by social platforms such as Facebook, YouTube, Snapchat, and Twitter to build and enhance their live-streaming platforms.
And advertising dollars are likely to follow. 88% of agency respondents stated that they "might" or "definitely will" invest in live stream video advertising over the next six months, according to a recent Trusted Media Brands survey.
BI Intelligence, Business Insider's premium research service, has compiled a detailed report on live streaming video that examines the eruption of online video from the perspective of both consumers and advertisers and assesses how live streaming is emerging as the medium's next catalyst for growth.
Here are some key points from the report:
- Live streaming video will further accelerate streaming videos overall share of internet traffic. Streaming video accounts for over two-thirds of all internet traffic, and this share is expected to jump to 82% by 2020, according to Cisco's June 2016 Visual Networking Index report.
- Live video's value comes from its unique ability to add an authentic human element to digital communications. As a result, brands are leveraging three main streaming methods to connect with their viewers: tutorials, product launches, and exclusive and behind-the-scene footage.
- Advertisers will continue to invest heavily in online video, especially as live streaming video gains traction. Already in the US, digital video ad revenue reached $7.8 billion in 2015, up 55% from 2014, according to figures from the Internet Advertising Bureau.
- While live streaming is still in its early stages, brands are leveraging micropayments, mid-roll video ads and direct payments from social platforms, to monetize their live streaming videos.
- The success of live streaming video hinges on brands overcoming a lack of measurement standards in the space, as well as changes in social media sites' algorithms that affect what content users see.
In full, the report:
- Examines the eruption of live streaming video.
- Explores the differences between platforms that host live streaming video.
- Breaks down successful approaches from both brands and publishers.
- Discusses unique monetization opportunities live streaming presents.
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