By Chris Worrell, European research manager, Specific Media
Video is the future of online, with a recent report from Cisco estimating that in two years 90% of all web traffic will be video. As a part of this growth, we’re already seeing brands producing truly innovative and creative advertising content that makes the most of the medium. But not everyone is getting it right.
Making an impact and seeing results takes more than just placing a television ad online. Investment in online video advertising can only be effective if consumers are exposed to engaging, high quality content, on their terms – where they want, when they want and how they want.
Online video is ideal for marketers looking to boost brand awareness. More colourful and engaging than banner ads, online video advertising produces higher recall rates and costs a fraction of the price of television advertising.
So with all of this potential, how can brands differentiate themselves in the online video space? There are some essential ‘must dos’ and areas to consider in order for brands to see real return on investment:
1. Reaching your audience is important. Understanding your audience is vital
Producing sales or boosting brand awareness is more than just placing your ad in a complimentary environment and hoping for results. Marketers not only need to reach their target audience, but more importantly, they also need to understand their interests. This comes from analysing online data gathered throughout the user purchase cycle and drilling down to uncover actionable insight into digital media consumption for future targeting.
2. Understand how TV and online are different
It’s not enough just to post a TV ad online. Consumers viewing online content are in a different, more active mindset, so there are greater opportunities to engage with them. The video experience is interactive, with consumers proactively seeking information and entertainment versus the ‘lean back’ experience of TV.
Online video lets consumers be more in control of the experience and the interactive format creates higher levels of user engagement. An engaged consumer is an active consumer, with nearly half of online video viewers saying they discuss content with friends and family, while a quarter share content via email or social media.
3. Choose the right format
Consider what format and position works best. It is crucial to place your ad in the right position on the website and make sure it’s click-to-play, as this gives viewers greater control and minimises wastage. This way advertisers can also ensure they’re paying for views, not just plays.
4. Make sure viewers can act on the ad
Once viewers have watched your ad, can they click-through to purchase, or visit a destination site for more details? Nearly half of consumers look for more information after seeing content. Advertisers need to capitalise on this in order to interact with consumers at a time when they are ready and able to act.
5. Combine the power of video and display
The impact of video is most powerful when it works hand-in-hand with display. A study by Nielsen IAG found that combining video and display ad formats boosts campaign recall by 14% over display alone.
Video and display play different but complementary roles. Video advertising allows for more elaborate messaging and provides in-depth engagement through interactivity and shareability. Display, on the other hand, provides expansive audience reach and is more effective at delivering succinct, targeted messaging to keep the brand front-of-mind throughout the decision-making stages of the purchase cycle.
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