Digital video advertising is rapidly expanding in reach and connectivity. Here's how you can capitalize on this growing opportunity for engagement.
Taking Advantage
Thanks to a number of driving factors, video advertising has become a key instrument for modern marketers. According to a report by BI Intelligence, videos ads offer the highest average click-through rate (1.84 percent) of any digital format. Thanks to an abundance of popular channels, businesses are able into tap a vast pool of potential customers. That said, to effectively engage with customers, they must first carve out segments of the market they’d like to reach most.
Much of this depends on how familiar a company is with its customer demographics. At the same time, a campaign's success will also largely depend on the nature of the advertising itself. There are plenty of ways a business can package its video advertisements, depending on its product, service and goals. Some of the most effective include:
Ads that charge based on views
Targeted delivery based on specific demographic data
Ads centered on both mobile and desktop devices
Ads that provide measurable returns such as video sharing and new channel subscribers
Campaigns revolving around specific objectives, such as total video views
15-second premium ads featuring video content pre-screened for creativity
Calls-to-action displayed at the conclusion of a video
Ads with robust deliveries based on frequency and reach
Obviously, not every ad type suits a particular business or objective. If a company is trying to sell a product or service, it will want to utilize different types of video advertising than a business that's primarily interested in spreading brand awareness. A company may also want to prioritize specific ad types depending on the age and interest of its target audience. From linear ads that run before, during or after primary video content to overlay ads that run simultaneously with the video content, there are numerous options available. To determine which works best for a particular brand or goal, companies must often try a variety of ad types, while using advanced analytics to determine where they should funnel the bulk of their video advertising investments.
Assessing Available Channels
When people imagine popular video advertising channels, they typically think of Youtube, Facebook and Twitter. According to a study by eMarketer, however, mobile videos represent about half of the total online video ad spend. By 2018, American businesses are expected to invest $6 billion in mobile video advertising, thanks to key driving forces, such as bigger device screen sizes, better broadband coverage and overall an increase in mobile video consumption. This increasing demand has fueled a number of multi-channel networks such as Fullscreen and Maker Studios which assist in the production and distribution of mobile video content.
Making Online Ads Work
Quality online video ads should be designed to cut through Internet chaos to elevate your brand’s voice. It's best to start by designing your ads around a specific goal, whether it's to boost sales or build your brand. Ads should also be made to capture attention as quickly as possible and should be placed in relevant channels alongside relevant content. Companies should also diversify their online ad portfolios as much as possible, not just across channels, but in format, whether this includes short explanatory videos, entertaining spots or informative content designed to engage specific audiences.
Determining ROI
In addition to delivering a high degree of visual and narrative richness, video ads offer advanced tracking and targeting. Social media powerhouses such as Facebook and YouTube provide their own suites of analytic dashboards that give insight to marketers. Companies can also use an attribution analytic model to track sales based on definitive points of engagement, along with relative models, which allow brands to compare TV ad accomplishments against online ad successes. There's also an absolute model that factors in cost-per-subscribers and other key data points. Whatever the case, actionable information is essential to determining which ads and channels work best, so you can tweak your strategy and get a bigger bang for your advertising dollar.
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