According to Business Insider, online video revenue revenue will reach $5 billion in 2016, up from $2.8 billion in 2013. What are some of the video fundamentals that marketers must know to tap into this emerging channel, as spend continues to grow?
Lim Wan Tsau, business development director, media partnerships, APAC outlines seven truths in this Marketing Interactive article that will help marketers integrate video into their cross-channel strategies. They are:
- Online video attracts engaged audiences
- Brand and message recall are higher with video advertising compared to TV, and viewers are more likely to take action on the ads they view. Marketers can maximize the potential of increased attention levels by designing ads that require deeper engagement with the viewer instead of more obvious commercials aimed at a passive TV audience.
2. Viewers of online ads respond better to targeted ads
- Marketers can access specific audiences and can target users based on their online behavior – for example, with the use of geotargeting or audience profiling, video ads can be personalized to the viewer’s location. Consumers are far more likely to engage with video ads if they find them relevant and useful, and are therefore more likely to take action on those they view.
3. Video ads are an effective prospecting tool
- Recent advances in attribution modeling allow the impact of an ad to be measured at any stage in the purchase path, so there is very good reason to use video ads for prospecting as well as final conversions.
4. Online viewers crave new experiences
- While slick, professionally produced commercials are the accepted fodder of TV audiences, online viewers are often looking for something different. Video ads that are reality based – using real people instead of actors and models, or ads compiled from user-generated content are both popular choices. Behind-the-scenes ads, or interactive adverts – where viewers can influence the story – are also worth considering.
5. Video is just one marketing touchpoint
- When video is planned and executed in coordination with display, social, mobile, and other digital channels, the return will be greater than for a standalone effort.
6. Oversaturation can have a negative impact
- Marketers should mix video formats and messages to keep campaigns fresh, and could even consider sequential ads that take a viewer progressively deeper into the brand story. Cross-channel frequency caps should be implemented to reduce the risk of oversaturation.
7. Video advertising is adaptable
- Tools now exist to gauge the success of online video advertising against predetermined goals and advanced algorithms can drive automated decision-making – optimizing campaigns for different audience segments. Frequency, targeting, and even creative, can be altered in real time to ensure the best possible ROI.
To read Lim’s article in full click here.