Insider Intelligence spoke with Duncan Blair, SVP of marketing, support and sales at Article, about best strategies to convey to customers the “feel” of products and shoppable video.

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TV squeaks past online and mobile video to become the top video ad channel among US agency and marketing professionals. In October, 47% ranked TV—including connected TV (CTV) and OTT—as the No. 1 video type for achieving their advertising goals. That’s more than the 46% who put online and mobile video in first place.

The “TikTok effect” on influencer marketing is palpable, but Instagram and YouTube are still highly relevant venues for creator video.

Marketers across five leading verticals all allocated more than 50% of video impression share to connected TV (CTV), according to a 2021 Innovid report, illustrating CTV’s position as a mainstream way of consuming content.

Watching subscription over-the-top (sub OTT) video has become one of the most popular activities in the world, and the worldwide user numbers for sub OTT have become commensurately huge. Netflix remains a driving force in this digital transformation.

Brand marketers worldwide are most confident in their ability to measure return on investment (ROI) in social media marketing—64% are either extremely or very confident in this. Video online and mobile was the No. 2 most effective platform for measuring ROI (59%), while search and display tied for No. 3 (54%).

Key developments to watch in 2022 include the evolution of in-store retail technology; hotter competition in the paid-for video marketplace; the revival of digital out-of-home ads; and ongoing issues with digital privacy and security.

Connected TVs (CTVs), in particular, are becoming increasingly popular devices for consuming the full gamut of video content available to UK viewers. Other screens aren’t being sidelined, though. Consumers now watch video content on whatever screen is most convenient (and optimal) for them, and advertisers should meet them there.

Curiously, CFO Dave Wehner noted “a shift of engagement within our apps towards video surfaces like Reels, which monetize at lower rates than Feed and Stories” as a headwind that could contribute to diminished profits for the foreseeable future–meaning that the company is touting its progress in an area that it concedes is less profitable.

Instagram introduces subscriptions as it vies for control of the creator economy: As Instagram’s cachet diminishes among younger audiences, it hopes monetization tools will keep creators from turning to other platforms.