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.