Video marketing is taking over traditional television ads and brands risk falling off the radar if they don't embrace it.

Traditional marketers must watch their backs because digital content is here to stay. Research firm eMarketer released a study proving video content is not a flash in the pan. The “Made-for-Web Video Content: The New TV” report shows that digital video viewership is expected to rise steadily through the next four years, reaching 204.6 million members in 2017.

Citing successful examples of straight-to-web releases like House of Cards, Orange is the New Black and Arrested Developments season four, eMarketer asserts consumers have embraced digital-first video. The shift from television to the web is a fundamental change that demands brands’ attention. Successful companies will find ways to reach their target audiences through video marketing, while laggards will lose visibility on broadcast ad placements. 

Whereas TV spots force advertisers to constrict their messages to cap costs, online videos offer more flexibility. Both long- and short-form clips are effective vessels for delivering brand messages online, as demonstrated by comScore’s Video Metrix data. The top 10 YouTube partner channels include platforms with average view times ranging from four minutes to over 60.

Digital video viewership is expected to rise steadily through the next four years, reaching 204.6 million members in 2017.

Video content duration may not be a key differentiator between successful campaigns and ineffective streaming messages, but frequency definitely impacts content ROI. Brafton recently reported brands that distribute videos frequently receive more views and engagement than company channels that post infrequently. This shouldn’t come as a surprise to savvy marketers, as consistent delivery is essential for all internet marketing efforts. When companies are competing for visibility on a forum with rapid churn, it’s crucial to create fresh content to stay relevant.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.