The expanding broadband of Internet communications and the bet of social media publishers like Facebook for video provides marketers with improved outlets for engagement.

More and more, consumers are forgetting about traditional media and turning instead to digital video for entertainment and brand awareness. As a fact, search advertising (advertising in seach engines like Google) is being surpassed by display ads spend from video, banner ads or rich media. Marketers must, therefore, adapt their campaigns to adapt to their changing user behaviors. Business Insider reports that this trend will reach nearly $5 billion in 2016, while TV ad revenue will decline by nearly 3% per year during the 2013-2016 time period.

But the way to convince your customers to purchase your product won’t be based on showing them an interesting video through one platform. On the contrary, cross-channels video campaigns will connect users through websites, social networks, mobile devices, connected TVs or even from their cars in a nearly future. Expensive purchases will make our customer go through different stages of conversion and successful cross-channel video advertising campaigns should reach users across their entire path (find the necessity, get to know the product and purchase it).

In-stream video advertising is also a good strategy to reach your customer needs. In-stream video ads display content within a video player before, during or after a piece of video content (Youtube, as the main example). This is a great way to approach your audience, as they are already searching for video content to solve a problem.

On the other hand, Social media networks offers a solution that goes beyond promotional advertising. Videos advertised in Facebook, Twitter, or Instagram are inherently more shareable and therefhore, increase the user engagement, as they can also comment and like them.

Finally, another channel to promote your digital video campaigns is through Programmatic TV. Instead of traditional TV advertising, Video-on-demand enables marketers to better focus their audience and to deliver targeted videos to niche segments already engaged with related video content.

Video advertising is the new trend to engage your customers, and all these tools will help your company surpass your competitors and deliver content that gives value to your targeted audience.