The Evolution of Video Marketing

The Evolution of Video Marketing

Cat Janisko February 14, 2023

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Have you ever wondered how we got here? To a world of video advertisements almost everywhere we turn? Today, we're exposed to video marketing by the simple swipe of a finger on a phone screen, or while standing at the gas pump for (majorly overpriced) fuel.

As the world has evolved, video marketing has been the grand slam of virtual advertising. And, ironically, it all started with a baseball game.

Where It All Began On July 1, 1941, Bulova debuted the first ever paid television advertisement before the Brooklyn Dodgers vs. Philadelphia Phillies game on WNBT (today known as WNBC).

And the rest is history.

The minute-long video advertisement cost Bulova a whopping $9, which translates to around $150 today. The commercial itself was a WNBT test pattern modified to look like a clock with the words Bulova Watch Time in the lower right hand portion. There is even an attempted recreation of the Bulova Watch advertisement, if you're interested.

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The World's First Ever TV Ad

After WWII, TV commercials were on the rise with video ad spend jumping from $12.3 million to $128 million in the 1950s (no, that's not a typo). This is known as The Golden Age of television advertising.

In this Golden Age of video advertising, brands made it a mission to get psychologically in tune with their audience. Video marketing campaigns were often centered around family values, traditions, and the American Dream, with a memorable mascot and jingle to accompany.

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This Kool Aid ad from the late 1950s is a great example of the commercials of the time-a far cry from the wall-busting Kool Aid man they're known for nowadays.

The Sport of Video Advertising TV commercials may have started at a baseball game, but when Americans think of video advertising today, it's all about the Big Game.

Super Bowl commercials are ultra-creative, humorous, and unlike your average TV commercials. For non-football fans, they are often the sole reason for tuning in to the game, depending on who is performing at half-time.

And, let's be honest, the money invested in these video ad spots is fascinating. The most expensive to date is a tie from 2020 between Google and Amazon. Each commercial was 90 seconds in length and cost about $15 million.

Google's commercial was a nationwide tear jerker. It featured an older man using Google Assistant to reflect on heartfelt memories of his late wife. There wasn't a dry eye in the room.

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On the other hand, Amazon's commercial struck a more comedic chord. Celebrities Ellen DeGeneres and Portia de Rossi wondered what life was like before Amazon's Alexa came on the scene. And hilarious Renaissance-era skits ensued.

But video campaigns don't need to break the bank. Many brands have found video advertising online to be a much more cost-effective marketing tool to reach their audiences. And with screens in everyone's pockets, that content is just a swipe away.

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The Dawn of Social Media Influencers Video marketing soared from the Golden Age of television to the Dot Com Boom, making its way closer and closer to its tipping point: the advent of social media.

Social media took video marketing viral. And when it comes to viral internet videos, no platform has been more influential than YouTube.

YouTube set the example for everyday social media users to become content creators, creating videos for their audiences on just about everything: clothes, food, travel destinations, baby gear, video games, you name it. Other social media platforms like Facebook, Twitter, Instagram, Snapchat, and TikTok-each with billions of users on their platform-followed suit.

Each social media platform bred new creators, new content, and new audiences Audiences that brands aim to reach through digital marketing. And while most (if not all) platforms offer paid video advertising options, many brands prefer to tap directly into the individual content creator's audience instead. Thus came the dawn of social media influencers.

Just as pricey TV commercials feature celebrity athlete endorsements, brands will pay individual influencers (or content creators) to share corporate messaging with their loyal followers. The price for these influencer relationships can range from $10 to $10,000 per video depending on audience size, engagement, and/or content alignment with their product or service.

Before we knew it, Instagram influencers ascended to fame and fortune

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