• by Kathy Kayse , November 21, 2016

Updated version corrects headline.

Whether on a smartphone, tablet, or desktop, consumers are watching more video content than ever. Consider this: adults in the United States watch 5.5 hours of digital video every day. It's no surprise then that video has become one of the most effective ways for brands to engage with their customers.

The good news for marketers is that consumers have become more comfortable with watching branded video content. A recent study found that nearly 40% of U.S. adults watch branded video content at least once a week. What’s more, viewers don’t discriminate between sponsored videos and editorial content. It’s the quality of the video that really matters and determines whether or not they watch.

For brands, that’s a call to keep raising the creative bar when it comes to their video ads. While a third of video viewers believe that brands have become great content providers, consumer expectations are only increasing and marketers need to keep testing new concepts to stay ahead. Because what’s critical is creating branded video content that tells a relevant story and connects with people because they actually enjoy watching it.

There’s plenty of opportunity. Consumers want more branded content providing news and information that can enrich their lives, according to lots of research. Sports and gaming are also areas where content marketing plays well, especially with the rise of live streamed sports games and Esports fandom. In fact, these types of content had the highest percentage of viewers watching at least five times a week, proving that consumers are coming back for more.

The consumer demand is high and great content continues to be the driving force for video ad engagement.

Plus, consumers are expecting to hear more from your brand. A whopping 64% of consumers expect to be exposed to more branded video in the future. When it comes to your video ad strategy, start with the story, personalize it for your audience, and make sure the final execution fits with the screen that it’s viewed on. Whether it’s news, entertainment, or sports, investing in unique content that is tailored to your target audience will drive results. Begin your brand storytelling with video.