Master in Strategy and Creative Brand Management – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy. IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online During 2015, Facebook will add more video ads to its news feed. Consumers will also continue to be very interested in video content and will launch to view this type of elements on the Internet. And we must not forget the growth rates that video content has had so far. In just two years, online video consumption from mobile devices, for example, grew by 400% . The growth rates have not been that impressive (400% is a considerable figure) when it comes to video consumption from the desktop browser, but they still showed a very positive and equally upward trend. Videos are all the rage. Internet users look for them and want them and take advantage of the Internet to consume content in this format. Brands have seen its potential and are trying to position themselves either with their own videos or by using other people’s videos. Video advertising is one of the most desired claims of online advertising and is on the way to rise even more in the immediate future, especially if one takes into account that among the forecasts for the near future is to improve the measurement systems associated with the same to really know who and when is watching the video ads. Google itself has already announced that it will improve the Whatsapp Mobile Number List data on it. Because, at the moment, brands are wanting to advertise on video, but Internet users are not as receptive to the issue as they are. Very few people fully watch video advertisements on the Internet, and many skip them as soon as they can. Perhaps it is a problem of creatives, perhaps of the saturation of online advertising or perhaps that the media that serve as recipients for these ads have become a nest of bad practices when it comes to serving the ads. But is there a moment or a strategy that will allow us to get around that reality and achieve better results? A recent study by IPG Media Lab and YuMe has looked at the impact of other factors – beyond the ad itself – to determine what may (or may not) cause consumers to see video ads. Geographic context As pointed one of those responsible for the ad to The Guardian , consumers are no longer condemned to remain in the living room. Before, audiovisual announcements came through television, which was seen in the living room and to which all the attention was paid. That is no longer the case. Video ads are seen on the internet and can be seen anywhere, so the study concludes that location is one of the most important elements when it comes to establishing how context affects the viewing or not of online ads. Being at home is now counterproductive. Internet users pay more attention to online video ads when they view them at work or in public places. The device used But not only does it affect where the consumer is viewed due to issues of where the consumer is, the same also happens with where they are viewed at the level of the device on which the ad is displayed. In this case, mobile devices are the winners. Consumers see more and more attentively the video ads that serve them when they are on a mobile device than they do on their computer. The type of screen not only affects whether or not the content is viewed, but also the effect it has on the consumer. Video ads viewed from a smartphone have higher recall rates, according to study data. The nature of the content In the equation that makes a consumer see or not an online video ad, not only the device and the location are part, but also the content of the ad itself. The interest of consumers is decisive: if the consumer sees the ad when they were looking for information, they will be much more attentive than if the ad came to them while simply browsing the net. Likewise, it is important not only how consumers were facing the content, but also the content itself. Drama, comedy and practical content attract much more attention among consumers than other types of content and also generate more memories. Politics, technology, business and news content, for example, perform better in associated video ads.