Just how effective is your video ad spend?

With mobile devices these days almost being glued to people’s retinas no matter whether they’re walking, sitting on public transport or with companions at a café, we have become a nation attached to our handsets, yearning for constant entertainment, and now there is no excuse not to be up to date with the latest digital content. According to consultancy firm Frost & Sullivan, approximately 83% or 11.6 million Australian internet users watched online videos in the last six months (2014), up from 68% in 2012, and where the eyeballs land the brands surely follow.

As such, online advertising is seeing rapid growth, mobile achieving a 118 percent increase on last calendar year to reach $762 million, while video grew 52 percent year on year to reach $237 million and is forecast to skyrocket. (Source: IAB Online Advertising Expenditure Report)

The IAB Online Advertising Expenditure Report – Quarter ended December 2014 examined 19 markets around the Globe to understand the importance of mobile and programmatic disciplines with an overwhelming majority of the participating countries agreeing that mobile and programmatic video would gain importance in the overall media mix.

Here at FirstClick Consulting there are some fundamental approaches that we’d consider when working with our clients on video advertising strategies to ensure that they maximise efficiencies in their video ad spend.

Video Marketing

Objective

To start with, it is important to be clear when setting the objective. Usually the core focus features heavily around awareness and brand building. Here, much like TVC, we are looking to specifically target an audience, at the right time, cost-efficiently.  With video ads, there is ability to have a very tight control on cost per view metrics. These metrics have been known to be extremely cost-effective, right down to $0.04cpv.

From here, the goal of site visit, engagement and acquisition is a secondary metric, but also an opportunity to build remarketing lists to re-target those audiences that have engaged to some degree, with a more performance-related buy, within Performance Display, Social and SEM.

Channel

Video ads go far and beyond pre-roll, with the likes of Facebook Video we can use behind the scenes footage, new product launches, store tours and customer experiences within the mobile news feed, for example.

YouTube is another increasingly important channel where brands are currently spending $2.2 billion, and by 2017 is predicted to hit $3.32 billion. (Source: eMarketer). Here YouTube will promote the use of the channel as a domain for your video, then allow you to target those users in Search, in video (True View) and there are also new opportunities such as live streaming in ads. We can also leverage the programmatic world, partners like AdRoll, TubeMogal, DataXu and Turn, to target and retarget using video creative based on a CPM model. Depending on the objective we can recommend the right channel mix.

Creative

Its common place that many brands are failing to hit the mark with video ad creative and rather than being engaging, provide more a source of irritation for the viewer. But according to ReelSEO pre-roll ads are the most acceptable, with mid-roll ads the least appealing. As expected, the more disruptive the ad, the less receptive the user. Therefore brands should focus on video ads and experiences that add value, not disruption. The first 5 seconds are critical. Clients we work with will need to reformat any existing video creative or shoot new video in order to catch the attention of the viewer. The balance of interest and a hunger to continue to watch are critical here, so giving enough information about an offer, incentive to understand the value of watching as well as not too much info so the video can be skipped, as said, is critical. Humour is often used for this purpose, but key is to bring forward the brand early, any offer, and an incentive to keep watching.

Results

Measurement can be challenging within the video ad world, as we are working within awareness metrics and, how can we now determine that the audience is aware? Google can provide, through YouTube, Brand Lift Surveys. This measures brand recall, consideration, favourability and purchase intent. About 1 day after viewing, a survey is delivered to two groups, one that did and one that didn’t see your video ad. This will give a view, but is limited to those audiences that sign-up to Google surveys.

As online advertising becomes increasingly cluttered and competitive with brands fighting for share of voice, ensuring your strategy is well planned and executed and video ads not considered just a bolt on to traditional advertising formats, will help ensure that your brand can drive optimum consumer engagement across the right touchpoints and maximise your return on investment, which is after all the metric we feel most strongly about.

 

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