Why the Brain Likes Video

The human brain is inherently wired to process visual information. The visual cortex, located in the brain's occipital lobe, receives, processes, and integrates visual data from the eyes. Visual memory is encoded in the brain’s medial temporal lobe, where emotions are also processed, creating a powerful connection between what we see and how we feel. Visuals are processed 60,000 times faster than text and are stored in long-term memory, which has nearly limitless capacity. This rapid processing and storage capacity make video content particularly effective for creating lasting impressions and emotional connections. Retention rates increase significantly when combined with other sensory inputs, such as audio. This is why we are living in the golden age of video, our brains prefer it that way. 

The State of Video Consumption

Video accounts for over 82% of internet traffic, with the average U.S. adult consuming 318 minutes of video content per day. This immense consumption highlights the growing importance of video as a medium for communication and entertainment. The proliferation of video content, almost 4.5 Terobytes of new content uploaded daily, has created a highly competitive environment where content creators must capture and retain viewer attention amidst a sea of digital distractions.

Contextual Advertising and the Attention Economy

In addition to there being a wealth of video content, today, audiences are bombarded by thousands of ads daily, making it crucial for video advertising to capture attention, which can be done through utilizing contextual relevance and taking neurophysiologic immersion into account.

Qortex’s CEO, Zack Rosenberg, asked in a recent speaking engagement, “Would you target Ozzy Osbourne and King Charles the same way? They’re both 75, from the UK, Wealthy and live in castles, but do they like the same things?” This highlights how relating the content to the ad, the experience is likely to feel more personal and garner more attention. 

For example, in studies when contextual ads are served, there is reported 33% increase in dwell time and users experience +43% increase in neural engagement proving that videos that generate high levels of neural engagement are more likely to keep viewers watching. Neuropsychological immersion, created through engaging stories and relevant content, increases viewing time and engagement, making it more likely that a viewer will see, and pay attention to the ad content within, shown by the+73% in performance when ads target by context rather than by behavior

Leveraging Advanced Metadata: Intelligent Video Analytics

To thrive in the attention economy, publishers and content creators must adopt tools that analyze video content in real-time. Advanced metadata analysis, leveraging AI and computer vision technologies, enables content creators to understand and contextualize each frame of their videos. This level of insight allows for strategic content positioning to advertisers, offering not just exposure but alignment with precisely curated content that resonates with target demographics.

Beyond product identification, technology can now identify mood, genre, sentiment, and tone at scale. When aggregated and correlated against attention metrics, this data reveals emerging trends in viewer behavior and psychology.

Intelligent video analytics can drive deeper decision-making for advertisers and publishers. For example:

• Moment-By-Moment Contextual Data
• Audio Category Matched to Content Category
• Sentiment Analysis
• Clear Insight into Content Trends
• Trends in User Behavior ‍

The Future

Video taps into our neural network in the way that no other form of media can. By creating or sourcing quality content, publishers and media outlets can capitalize on three benefits:

• Loyal Viewership: Viewers are drawn to content and quickly subscribe/unsubscribe based on what’s streaming.
• Monetization Opportunities: Contextual targeting honors the viewer experience, while delivering breakthrough performance metrics.
• Owned Insights: In understanding existing content and its performance, predictive decisions can be made about future content

For publishers and content creators who master utilizing AI and detailed video analytics, the future is bright. By prioritizing premium, trustworthy content and leveraging intelligent insights, the power returns to the content creators, enabling them to offer advertisers unparalleled value through precise contextual targeting. Get in touch with Qortex if you’re looking to explore the possibility of Intelligent Video Analytics or moment-by-moment monetization and advertising solutions.

To learn more about implementing these advanced strategies, download our guide on AI in Advertising. Discover how to harness the power of video and revolutionize your approach to digital marketing.