Video is increasingly becoming an essential part of every modern marketer’s arsenal. When done the right way, video can engage more senses than text – capturing user attention and delivering your message in a memorable and meaningful way.
Video advertising is no longer just a way to generate awareness. Interactive video platforms like YouTube and Facebook mean that audiences can now convey reactions and comment on videos. The best thing about modern video advertising is that videos can be shared, delivering organic views on top of paid advertising.
In addition, video consumption habits are evolving, with smartphone and tablet representing 46 percent of all online viewing worldwide. Combining this figure with the number of active mobile social users and active internet users in APAC, and social media platforms moving their focus towards video, it is a no-brainer that brands should also turn their focus towards online video advertising.
In order to gain maximum returns from video, marketers have to understand how to make full use of the tools available today.
The number of video advertising channels has increased, and video formats and styles have to reflect this as well.
A short-sighted and unfortunately common practice is the use of the same video across multiple channels. A better approach would be to cater videos towards specific channels, starting from the production process.
For social media channels such as YouTube and Facebook, it is important to get straight to the point within the first three to five seconds of the video. Users have short attention spans on these platforms and the ‘feed-like’ interface allows them to easily skip unengaging content. Tell your audience why they should continue watching your video and what they can get out of it within the first few seconds.
Another way to capture users’ attention is the use of newer video forms like drone or 360-degree videography. These seldom used but highly effective forms surprise users and provides them with a view they seldom experience in real life.
It is also vital that marketers include a call-to-action alongside online videos, be it beside the video, through retargeting or within the video. This provides a complementary channel that drives clicks to actual outcomes rather than just vanity metrics.
Of course, using the above tips together with historical campaign data provides marketers with a more granular action plan for their video production needs.
Optimizing videos for search engines
Marketers can maximize their video spend by optimizing their videos for search engines. This allows a video to be found or chanced upon sometime after it was made publicly available, extending the video’s organic reach and lifespan.
Include keywords in the video’s title, description and tags. Video titles should be kept within 50 characters, to ensure the full title is displayed.
Marketers should also use transcriptions, to allow search engines to index the video better. Users who watch the video without sound will also understand what the ad is about.
Whenever possible, videos should also be hosted on your company’s website, driving traffic to your own domain and enabling the collection of first-party data.
Organizations are increasingly adopting programmatic advertising in APAC, allowing for ads to be shown to the right person at the right time, across multiple devices. This is especially important for the region, due to high mobile usage rates – enhancing storytelling ability across platforms.
Next-generation TV advertising, is also seeing an increase, albeit at a much slower rate. It is important that marketers engage with this channel too, as television remains the largest media format in APAC in terms of ad spend. Markets like Thailand and Indonesia also place television at the forefront of media consumption.
Tracking a user across devices and showing him a different ad along your storyline provides a more interactive and engaging experience. Consumers will get easily bored being shown the same video multiple times – don’t forget to set frequency caps.
Showing different videos or other forms of ads across devices allows marketers to tell a more personalized and detailed story. For example, a top of funnel user should be shown a video ad produced for awareness that explains the benefits of the product. A user who has shown intent to purchase should be shown a video of how the product works, and more importantly, shown banner ads that suggest complementary products.
It is important that marketers are able to perform desktop, mobile and video ad buys alongside other traditional channels, on a single dashboard. This ensures that marketers have a complete view of their advertising spend, and can closely monitor and manage all their advertising efforts easily.
What’s even better is if marketers can request video marketing collaterals through the same platform, allowing for consolidated and streamlined tracking of marketing budgets.