BrandMAX: 'We are going to see video explode again' says McCann's Zaid al Zaidy

Zaid al Zaidy: McCann London's chief strategy officer
Zaid al Zaidy: McCann London's chief strategy officer

Zaid al Zaidy, McCann London's chief strategy officer, said today that online video advertising has not yet reached its maturity, and brands and advertisers "are going to see video explode again" in the coming years.

Speaking at BrandMAX, al Zaidy said brands should already be thinking about how to disseminate their video content for consumers to engage with.

One in four Facebook users will distribute films in their posts and 39% of people watch video content as a source of entertainment, according to al Zaidy, and brands need to work out how they can create cultural velocity out of their own video content.

Al Zaidy said mobile phones are formatted to play video content and that 60% of all mobile data traffic is expected to be from video content by 2016.

Smartphone usage in itself is also changing, said Chris Gobby, EE's head of mData, with mobile platforms now integrating into all parts of brands' marketing activity.

One area of consumers' use of mobile is to enable them to do something, such as plan a journey or make a purchase, and brands need to "catch people at those influential moments and engage with consumers" in order to maximise these experiences.

In terms of social media, "brands need to understand that social doesn't just sit in the marketing or PR department," said Jed Hallam, head of social strategy at Mindshare.

He said brands' use of social media should be a "layer that sits across everything" and when social is used as a method of connecting myriad different consumer touchpoints across a brand, it will improve communication with consumers and improve customer satisfaction "massively".  


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer