Six trends for successful video advertising

A study has examined which videos are particularly successful for luxury brands. Online video is booming: according to eMarketer, video advertising will reach a turnover of 9.59 billion US dollars in the USA alone by the end of 2016. Invesp predicts that the video segment will account for 74 percent of all traffic on the internet in 2017, and the Boston Consulting Group found that 62 percent of sales in the luxury industry in 2014 were influenced by a digital customer approach. This data explains and substantiates six trends in the use of video advertising in the luxury industry, which can be summarized under the following keywords: Tradition, craftsmanship, special occasions, daily luxury, break from reality "behind the scenes".Titled "Once upon a Time, Storytelling Luxury Brands in the Video Age", a study by Teads reveals what users expect from luxury brands online: the story of the brand, how the products were developed and in which situations they can best be used. With digital videos, brand companies can create emotions and captivate the audience ̶ much more than with traditional banner ads.

1) Tradition

Online video is an excellent way to familiarize the target group emotionally with the unique tradition and history of a luxury brand. Consumers want to look behind the history of a brand and know the people behind it.Example: Inside Chanel

Nine videos with over one million views31.3 million views in total with an average of 710,784 views per video7,835 commentsInteraction rate: 11.5 percent for "Marilyn and No. 5"

2) Craft

Online video can ideally showcase the raw materials, such as the precious stones at Van Cleef & Arpels or the high-quality leather at Hermès. Videos can also highlight the craftsmanship for which luxury brands are known.Example: IWC - The Man's Guide to Haute Horlogerie

Eight episodes with a total of 365,000 viewsAn average interaction rate of 39 percentBest interaction rate: 77 percent for the episode "The Minute Repeater"

3) Special occasions

Birthdays or holidays are special occasions that give luxury brands the opportunity to enchant consumers with their imagination and creativity.Examples: Christmas stories 2014Playing time of the video / number of views / interaction rateCartier Winter Tale 1 min. 02 sec. / 102,398 / 15.76 percent

4) Daily luxury

Online videos show how luxury brands enhance everyday life and give consumers tips on how to get the most out of products in the shortest possible time.Number of videos / number of views / interaction rateChanel Make-up Lesson by Lisa Eldridge 40 / 4,404,315 / 5.2 percent

5) Break from reality

Luxury brands can use online videos to offer consumers a kind of pause button that stops or slows down time, as the video "The Big Leap" by Lacoste shows. The video has won a number of awards and the longer one-minute version has even generated more interaction than the shorter 30-second version.Playing time of the video / number of views / interaction rateLong version 1 minute / 3,119,533 / 3.9 percent

6) Behind the scenes

Unlike in traditional commercials, in which brand companies paint an almost flawless picture of themselves, brands can present themselves in a more relaxed manner in online videos. Internet users get an insight into the spontaneous, unfinished moments, for example behind the scenes of a video shoot or backstage at a fashion show.Playing time of the video / number of views / interaction rateCHANEL Fall-Winter 2014/15 Ready-to-Wear show (full version) 13 min. 57 sec. / 1,007,560 / 9.18 percent