In focus: digital and video marketing

2023 was the year of ChatGPT, with AI hitting boiling point in revolutionising many aspects of our lives, specifically marketing and advertising, whilst streaming television services offer enhanced targeting for brands.

Ori Gold, CEO and co-founder of Bench Media, says that in 2024, brands have started to leverage AI tools for brand safety and compliance to ensure consistent messaging across various channels. 

“We are also seeing new data management tools developed using AI to normalise and standardise disparate data sets, automating tasks usually managed by data science and analyst teams. This will extend to AI-driven reporting tools with rapid analysis and prompt client delivery.”

“AI has always played a key role in programmatic advertising and is anticipated to broaden mainly to ease the production of targeted ad messaging via language and image models for enhanced ad versioning and optimisation.” 

“And another AI-driven area that is on the rise is voice search advertising with the widespread adoption of voice-activated devices such as Amazon Echo, Google Home, and Sonos One. It is reported that 55% of the total households in the US have one of these three voice system in use. This is a great ground for a new audio based ad-format tailored for voice-activated devices to emerge.”

Gold also points to connected TV (CTV) already revolutionising global advertising and set to continue to be the main disruptor of the communication world. 

“Ad spending is projected to reach $30 billion, driven by AI integration, ad-supported tiers growth on major streaming services, and a shift towards blending into performance marketing.”

“CTV programmatic buying alone is expected to hit $43.59 billion in Australia by 2026.”

“Enhanced targeting and shoppable ads are key innovations, integrating seamlessly into cross-channel strategies.” 

Gold says in Australia, the focus is on premium and local content, tech rollouts of all major networks, automated buying processes, and interactive video ads. CTV video advertising has grown by 15%, with an expected shift to open-market buying. 

“There are significant opportunities for medium and large brands to incorporate CTV into their cross-channel and performance marketing media mix,’ he added.

Somfy leverages CTV

“In 2024, online video accounts for over 80% of all web traffic, with end users and professionals alike hungry to consume information in this format,” says Somfy Oceania Marketing Manager, Kim Henretty. 

“For businesses, this underscores the importance of incorporating online video into marketing strategies and as part of an integrated campaign.”

Henretty highlights the exponential growth in video consumption over recent years, noting Somfy’s success in leveraging online video marketing trends for all aspects, including brand, product education and technical support. One platform that continues delivering solid results for Somfy is YouTube, mainly through CTV advertising.

“YouTube monthly active users continues to grow, now at 2.7 billion in 2024 globally, making it the second most popular social media platform after Facebook,” Henretty adds. 

“The tools once reserved for television networks are now accessible to all businesses. Deploying video and advertising through YouTube is a cost-effective way to distribute video content; you don’t need a large budget to get started. Hosting your videos is free, and there are advertising options to suit all budgets.”

Somfy has also expanded its online video strategy beyond traditional social media platforms like Facebook and YouTube by targeting audiences through video-on-demand (VOD) platforms. Its latest “Smart Shading” campaign is currently live on 9NOW.

“With most people no longer structuring their schedules around TV, VOD platforms allow audiences to watch content on their own time. This allows us to deliver ads that target specific demographics, behaviours, areas, and interests based on the content they are watching,” Henretty explains. 

“Utilising both CTV and VOD platforms enables us to track and measure our campaign performance, allowing us to make data-driven adjustments as needed.”

Additionally, Somfy has expanded its online video library, focusing on growing technical support and product information for manufacturers, retailers, and installers. Its latest library of Smart Shading video assets for products on Zigbee 3.0 highlights its commitment to the customer experience. 

“Online video is not just for advertising; it’s a powerful resource to enhance customer knowledge and empower confidence”, concludes Henretty.

With digitalisation as a strategic focus, Henretty says Somfy maintains its commitment to transforming processes and operations, benefiting everyone from manufacturers to retailers to end users, by expanding its service offerings.

“Somfy continues to make substantial investments in digital marketing and lead generation, focusing on raising awareness of motorisation, home automation and product innovation. Central to this is the drive to benefit all our partners and generate business for its Somfy Retail Expert Partners.” 

“A key element of Somfy’s ongoing “Make the Move” brand campaign and new “Smart Shading” campaign is online video marketing, featuring videos designed to inspire viewers to transition to motorised, automated, and connected solutions.”

“The new ‘Smart Shading’ campaign on 9NOW focuses on the end-user experience. It introduces the new comfort-driven ecosystem on Zigbee 3.0 technology and explores the benefits of Somfy’s connected solution, the TaHoma switch and the TaHoma by Somfy app,” Henretty adds. 

Revolutionising Dealer Training: The Blinds by Peter Meyer Virtual Showroom

In today’s digital age, the tools and resources available to dealers can make a significant difference in their success.

Simon Meyer, Managing Director of Blinds by Peter Meyer, says that the Blinds by Peter Meyer Virtual Showroom offers an innovative approach to dealer education, combining online video training with interactive features that enhance product knowledge and customer engagement.

“This virtual platform is a transformative resource for dealers, enabling them to gain a deeper understanding of the products while also offering a powerful tool for presenting these products to customers.” 

“The Virtual Showroom allows dealers to create a seamless link between their sales efforts and the immersive, realistic experience the showroom provides.”

“What sets the Virtual Showroom apart is its ability to showcase products in an interactive, engaging way. Customers can explore a virtual space that mirrors a real-world showroom, navigating through various product offerings from the comfort of their own homes. This digital environment allows users to explore the entire range of products, gaining insights that would otherwise require a physical visit.”

Meyer says a key feature of the showroom is its integration of interactive hotspots. 

“These hotspots are strategically placed throughout the virtual space and provide instant access to short online video demonstrations and detailed specifications.” 

“This approach not only educates customers but also empowers them to make informed purchasing decisions based on comprehensive product information.”

“Furthermore, the Virtual Showroom is designed to integrate seamlessly with dealer websites. This integration ensures a smooth transition for customers as they move from exploring products online to making purchasing decisions. By linking directly from dealer websites to the Virtual Showroom, customers are provided with a continuous and informative journey that enhances their overall experience.”

Meyer says that as digital experiences continue to grow in importance, the Blinds by Peter Meyer Virtual Showroom represents a significant advancement in the industry. 

“By offering dealers an innovative online video educational platform, this tool helps them become more knowledgeable and effective in their roles, ultimately leading to higher customer satisfaction and more successful sales.”

“The Blinds by Peter Meyer Virtual Showroom is more than just a training tool; it’s a strategic resource that positions dealers for success in a competitive market,” Meyer concludes. “By blending cutting-edge technology with practical, informative content, the Virtual Showroom ensures that both dealers and customers benefit from a more engaging and efficient product exploration process.”