Catalog was yesterday: book trailers against reader dwindling. – According to GfK, the book trade lost 2012 million book buyers between 2016 and 6,1. One reason for the decline: Internet use has increased, especially among younger target groups. According to the ARD/ZDF online study, more than 2018 percent of Germans were online for the first time in 90. What's more: three quarters of the population see moving pictures online at least occasionally, 60 percent of the population use online videos at least weekly and 33 percent daily.
GfK found out that German online users spend an average of 13 hours watching online videos. The population group over the age of 14 prefers YouTube in particular. The video platform achieves a net reach of 91 percent here.
The best general conditions for the renaissance of an advertising medium that has actually been on the market for almost 15 years – the book trailer. Book marketing 2.0 is now increasingly focusing on moving advertising with coherent stories about books and authors. It should whet the appetite for new works, appeal to future readers visually and emotionally, increase visibility in the search engines and, ideally, boost sales.
As a marketing tool for many publishers and authors, book trailers have become indispensable. The reading sample 4.0 is called moving image.
Interesting links:
ARD/ZDF online study 2018
http://www.ard-zdf-onlinestudie.de/
Play Video Advertising Report 2018
https://www.adzine.de/whitepaper/adzine-video-advertising-report-2018/