How to Attract Your Audience
Video ads aren’t anything new, but keeping up with the rise of their increasing online presence is. Most of us don’t even realize how often we come across video ads. With so many different apps and sites, it’s important to get your company’s video ads out there, in the right places, and noticed. The key is to look beyond traditional practices and dig deeper into the variety of different ways and places you can utilize them. Follow along as we take you through best practices for video ads.
Rise of Video
With the rise of social media and its many marketing uses; video advertisements have been more popular than ever before. So popular that, in the past 30 days, more video content has been uploaded than video created by major U.S. television networks in the past 30 years. Moreover, it’s estimated that the average person currently spends 100 minutes every day watching online videos. This is a 19% increase compared to daily viewing minutes in 2019, which stood at 84. What all of this means is that it’s not just that people are watching more video than ever before, but that competition for this space is on the rise. Stay on top of new trends and ways to engage your audience over your competitors with our five tips and tricks, below.
1. Choose the Right Video & Placement
The right video placement can be the determining factor for your video advertising success. Before anything else, make sure your company has a clear idea of where you want these ads to be – and where they’ll best meet your potential customers. Here are four highly successful video ad placements to keep in mind as you’re getting started.
Skippable in-Stream Ads: Skippable, in-stream ads play before, during, or after other videos. After five seconds, the viewer has the option to skip the ad.
Non-Skippable in-Stream Ads: Non-skippable in-stream ads are 15 seconds (or shorter) and play before, during, or after other videos. Viewers don’t have the option to skip the ad.
Native Video Ads: This video ad format blends in with the website’s layout for a seamless interaction.
In-Banner Video Ads: In-banner video ads are videos built inside a banner ads.
Knowing these four placements can allow for your brand and message to be properly delivered the way you’d like it to be within your diverse video ads.
When we say captivate, we mean make a good first impression. It’s best to keep your videos around 15-60 seconds, because most of your audience may drop off if your ad drags on too long. The message may begin to get drawn out and blurry, causing the viewer to forget it. Short and sweet is the rule of thumb, and grabbing their attention in those first 3-5 seconds is key. You really don’t have much time before the viewer may click “skip ad” or exit out completely. Keep users engaged by using upbeat music, compelling questions, humor and more, based on your brand voice. Once you have your general ad idea ready, figure out the best place to position the ad. 79% of the people say a video ad has convinced them to buy a product or software – so make sure its length and creative makes it memorable. Not sure where to start? Take a look at one of our personal video ads below for inspiration.
Online video ads tend to differ heavily from traditional television ads. This is primarily due to the personalization of online ads. Using personalization tactics can give you an impactful advantage over your competitors, so take advantage of this and research and study your customer demographics to better understand their behavior and buying patterns to properly place your ads in the right places. For example, if one of your demographic audiences viewed your services and clicked through the contact us page, but didn’t submit any information, you can infer that they got the chance and had the time to go through your website (showing some interest) and look over your services, but weren’t ready to take any next steps. In this case, a video ad with personalization could be used to help them progress, reading something like, “Learn more and get in contact with xyz to see how x company can help you with…” This way, you’re serving as an outlet and solution to their unanswered questions, and gently pushing them make that next step, instead of placing an ad for them to see that doesn’t apply to their current situation. The same goes for the placement of the video ad. If you find that the majority of your audience is viewing your content on Facebook or Instagram, place an ad within these platforms. Similarly, if you’re communicating a lot through email with potential customers, place a video ad in an email. An initial email with a video ad can receive an increased click-through rate of 96%. And, using the word “video” in your email’s subject line can increase open rates by 19%, click through rates by 65%, and cut the number of unsubscribes by 26%.
4. Make it Relevant
Make sure your ads are relevant. Don’t just interrupt your viewer in the middle of their browsing or shopping – add value to their day. Make them do a double take when scrolling to keep your company top of mind for your high performing audiences. The best way to do this is by empathizing with their needs and pain points, especially right off the bat (like we said, in that first 3-5 second). It’s helpful to create different or slightly different versions of the same video ad to ensure they fit seamlessly into whatever page they are placed on.
5. Represent Your Brand
Be sure, possibly above anything else, that each video is a good representation of your brand. Add a logo into the corner of the ad, or place it strategically within the video on certain frames. 3X more people are engaged with an ad when a brand name and message is presented in the first 10 seconds. Also be sure to include a clear & concise call to action (CTA), and use ad copy space to provide additional information about your product or service that didn’t make it into the video. You can even try adding a short teaser phrase or question to the video that compels people to view longer or check out your website, blog, landing page, or other platforms.
Reach Your Target Audience
Lastly, partner with advertising creatives to get your video ads done efficiently and in a timely manner. Having captivating, personalized, relevant information that’s positioned correctly will ultimately put your company in the best position possible to reach your target audience. If you’re looking to learn more about video ads, feel free to contact our skilled creative marketing team, here.
5 Tips & Tricks to Enhance Your Digital Campaigns
Last week, in our first blog of the Power of Digital series, we discussed how powerful and plentiful digital is in our increasingly technological world. This week, in part 2, we’re giving you a few tried and true digital tips and tricks that businesses can use to increase the power of their marketing.
1. Set Goals
When creating an effective and accurate digital campaign, it’s very important to create goals early, and define them with purpose. Loosely defined goals will just lead you to a loosely defined, unsuccessful campaign, so outlining measurable goals should be your first step. Many companies use the SMART method to develop these goals (specific, measurable, achievable, relevant, and time-based) because it ensures you hit every key factor of effective goal-setting. While many goals should be focused on sales and leads, they can also be set around other variables, such as increasing social media followers, email subscribers, and/or engagement. A recent Harvard Business study revealed amazing statistics relating to goal setting and success. It found that the 14% of people who have goals are 10 times more successful than those without goals – so set, and don’t forget.
2. Define Demographics & Use Personalization
Your online audience heavily varies based on a lot of different factors, such as gender, age, location, income, and more. Since there’s such a large range of possible digital viewers, it’s important to research, define, and customize based on your specific audience. Creating personalized marketing that caters to each demographic is the most effective approach when it comes to digital campaigns, so once you’ve defined your specific target audience, think about what will resonate with them, and incorporate that into your copy, images, and overall strategy.
3. Know (& Use) Your Voice
Again, knowing your audience is key, and if you know them well, you’ll know how to speak to them. If your social media posts or emails look like those of every other company, you’re doing your digital wrong. You won’t catch their attention if you blend into the vast digital crowd. Make sure your content and messaging are relevant, consistent, and always showcases your brand voice and brand story. Also, it’s important to make sure everyone in your company has a good idea of this brand voice, so that your salespeople, staff, and representatives showcase it correctly and authentically. Developing brand voice standards and distributing them will help ensure these are streamlined all over digital – and in the physical world. Over time, as your audience and goals are bound to change, these standards may change, so make sure to always adapt your messaging.
4. Include Clear Call-to-Actions
Call-to-actions can be just as important as the digital campaign itself. Emails with a single call-to-action increased clicks 371% and sales 1617%. Don’t forget to brainstorm, discuss, and review them to perfection. Whatever you want your customer to do when they see your display ad, read your email, or scan your social, make sure it’s obviously displayed. Don’t make them guess. Your call-to-action should be front and center, easy to find and direct. The first word of your call-to-action should be first-person oriented and action oriented. And, like we said, make sure you focus on the language of the call-to-action and ensure it’s clearly connected to your brand as well as your products and services. Avoid generic call-to-actions like “read more” or “learn more here” – as customers are so bogged down by these and not enticed by them anymore. Try other, more unique phrases like “Try for free”, “Join us”, or “Give it a go”.
5. Design Effectively
Digital campaigns leave a ton of room (literally, endless room) for creativity, but make sure to use that design space thoughtfully and effectively. It’s essential you think about not only what the digital campaign is, but where it’s going. It’s likely your users are absorbing your campaign touchpoints in more than one place (on phones, tablets, or laptop screens), and that it’s surrounded by other images and advertising – so make sure it fits, and make sure it pops. To stand out, use high-quality images, unique brand elements, and enticing content that is relevant and consistent to further reinforce your positioning and brand experience. If you’re not certain something will work, still try it! The best campaigns are sometimes the most out-of-the-box, and A/B testing can be used to give new ideas a try.
If you’re ready to take your next digital marketing campaign to the next level, contact Strata today.