It is no secret that video is currently winning the content wars. And online video ads offer brands a chance to engage directly with their customers. With many dynamic platforms available to businesses of any size, there is no reason that video content shouldn’t be a vital part of your ad spends and marketing efforts. Online video ads are helping business reach their target audience in engaging, interesting and dynamic ways.
Online Video Ads Should Inform, Engage, Build Loyalty
Whether you are marketing B2B or B2C, it is your job, of course, to inform your audience on who you are and what you do. With the growth of video platforms and increased access to quality internet services, sharing your message has never been easier. Consumers and decision-makers seek information constantly. Video will capture attention unlike text or pictures. It can help inform, while engaging your audience. Research has shown that 7 out of 10 people who watch video content about a brand or service view them more favorably after watching that interesting content. And that is perhaps the biggest key to creating successful video marketing. The content needs to be interesting. Spend time really working on what you want your videos to say to your audience. What do you want them to take away from every view? Forrester researcher, James McQuivey, says that “if a picture paints 1,000 words, then one minute of video is worth 1.8 million”. That’s a lot of words that can be taken away from even a short, 15-second clip. It is important to make each of them count.
Be Seen Where Your Audience is Searching
An important trend in online video ads is to make sure you’re really putting your video content where your targets are already viewing videos daily. “One in three adults between ages 18-54 use their smartphone as their primary device for watching video.” (source) Not only is this important group watching on their devices, but they also prefer YouTube to engage with brands. “Online video can be much more than an awareness driver. New research shows that YouTube not only drives brand metrics throughout the consumer journey—from consideration and favorability to purchase intent—but also boosts potential for positive return on ad spend compared to TV.” (source)
They Want to Do. They Want to Learn. They Want to Buy
Consumers are seeking out new micro-moments constantly. Creating content that can place your brand in the right places during these micro-moments that can keep their attention and is a key to success with online video ads. Google describes a micro-moment as “an intent, rich moment when a person turns to a device to act on a need – to know, go, do, or buy.” And they want what they want when they want it. So brands that capture attention during these critical moments will be ahead of the competition. Using video ads to place your brand in the right places (Twitter, Facebook, YouTube, Adwords, Website, Instagram, Pinterest, etc.) will create an instant bond between you and the consumer and help drive them toward more of your content, and ultimately, a purchase.
Be Creative with a Purpose
Not all online video ads are winners and will capture the right attention. And there is a good reason for that. Not just any video about your brand will work in these short moments of discovery. Crafting a careful message that can be conveyed in 5 seconds or less takes experience. While it may seem like a great idea to use your iPhone film your CEO talking about how cool your product or service is, you will do more of disservice to your marketing efforts than you will help it. There is a science to creating videos that get noticed. For example, your videos must be optimized for longer views and not contain any “skippable” content. There are many best practices for creating video content. Choosing the right team to produce your company’s digital messages will help you ensure a great ROI and a much more fun relationship with your consumer.
The HTML Global Creative Services team offers high-quality video services that will help get you noticed and create engaging relationships with your customers. Send us an email or give us a call at 800-So-Simple (800-767-4675) to learn more about our services and how we can help you optimize your online video ads with creative, well-executed, and innovative content.