One of the biggest trends for the future of digital marketing is video advertising. In fact, every media plan should include a video marketing strategy right now. Before the smartphone, it was difficult for people to view videos on their phones; if at all. Today, digital trends are led by smartphone usage, where videos are often watched. And, the forecasts are growing for the number of Internet-connected devices that will be present in everyone’s homes.

The numbers range between nine and 13 devices that can be used to consume video content in a wide variety of ways. Instead of depending on static imagery, advertisers can increase their focus on video as digital platforms continue to evolve. In fact, online video consumption has overtaken TV consumption. As a result, advertisers will have to rethink their platform strategy. Users want more videos posted to online and digital platforms.

Streaming, OTT, services such as Netflix or Hulu are meeting consumer’s demands to watch content whenever, and wherever, they like. So, advertisers, have a greater ability to convey their story through many more channels. In the past, there was a strong line of demarcation between digital and traditional advertising. Today, that is no longer the case–the line is now blurred. In addition, as people consume more long-form content online, then more opportunities arise for video advertising.

Even TV is becoming more digital with around 50 percent of U.S. broadband consumers watching media on an Internet-connected TV. One of the biggest trends for the future of digital marketing is video advertising. In fact, every media plan should include a video marketing strategy right now. Before the smartphone, it was difficult for people to view videos on their phones; if at all. Today, digital trends are led by smartphone usage, where videos are often watched.

And, the forecasts are growing for the number of Internet-connected devices that will be present in everyone’s homes. The numbers range between nine and 13 devices that can be used to consume video content in a wide variety of ways. Instead of depending on static imagery, advertisers can increase their focus on video as digital platforms continue to evolve.

In fact, online video consumption has overtaken TV consumption. As a result, advertisers will have to rethink their platform strategy. Users want more videos posted to online and digital platforms. Streaming, OTT, services such as Netflix or Hulu are meeting consumer’s demands to watch content whenever, and wherever, they like. So, advertisers, have a greater ability to convey their story through many more channels.

In the past, there was a strong line of demarcation between digital and traditional advertising. Today, that is no longer the case–the line is now blurred. In addition, as people consume more long-form content online, then more opportunities arise for video advertising. Even TV is becoming more digital with around 50 percent of U.S. broadband consumers watching media on an Internet-connected TV. Nonetheless, the next step would be in the form of addressable TV.

With addressable TV, advertisers can show different ads to different homes who are watching the same program. As a result, advertising becomes more impactful and relevant. You can watch an OTT service on any Internet-connected device, so addressable TV makes sense. For marketers, they can use addressable TV to reach more targeted audiences.

The goal is not to take it too far or else consumers will object. For instance, you might be able to get away with addressing someone by their name via an email message. On the other hand, a video ad addressing the consumer’s name might be just a bit too creepy for most. Consumers are embracing video and the digital world, but they are also weary of the ever-present potential of being watched by their beloved devices too. Still, video advertising is crucial whether you are a small or large business–especially on social media platforms.

According to Animoto, 73 percent of consumers have been influenced by a brand’s social media presence when making a purchase. One of the best ways for consumers to discover a new brand is through social media, as well. Moreover, Instagram has displayed the highest growth of all other platforms over the past year.

Even with all the analytics you can pull from big data, the last thing you want to do is to creep out your customers. There is a thin line between appearing caring or creepy. Basically, even if you have the information, don’t reiterate data that consumers have not given you directly. Just imagine if you were speaking to someone face to face, and you knew they had a medical condition because someone else told you. The last thing you would do is to mention it.

As you can see, video advertising and addressable TV, will continue on their upward trend. What is your video advertising strategy for the next year?