With the rise of programmatic buying, video ads are getting more and more popular. By the end of 2015, eMarketer estimates marketers will spend $2 billion on programmatic video. Going programmatic allows marketers to target consumers and thereby tailor ads to speak to them. Your budget isn’t locked into any specific placements, allowing your money to lean into the sites/parameters that work the best.
Get in there! Video ads really perform and send out brand messages audiences remember in a matter of seconds. If you’re thinking you can repurpose a TV spot for a digital campaign, think again. Video ads online are a different animal, and you need to know how to approach it.
Before you formulate your creative, think about your goals. Remember, consumers can interact with digital. So consider what you want them to do and how you’ll know if they’ve done it? Your call-to-action is highly trackable, whether users click on the ad or download a coupon, you should have these KPIs in mind before you start your campaign.
Also, the way your ad is delivered varies according to what you want to get out of your campaign. If it’s important for your audience to watch the entire video, go for a cost per completed view (CPCV) model, like TrueView. When you decide on that model, you can inform your creative department that you need to get the brand and message out there FAST before consumers can skip your ad. Still, if you’re more interested in a wider reach and frequency, you’ll want a CPM buying model.
Once the mode of delivery is decided, consider format. On mobile, your content should to be designed to suit the small screen. In stream video, format for branding in expectation that consumers will not want to leave the content they are trying to view. If you’re utilizing banner videos, these are more likely to drive performance and garner clicks and traffic.
No matter the format, you’ll need top-notch creatives working on your campaign. Getting the consumer to interact with the video is paramount for a successful video campaign because this produces a wealth of informative data useful in refining your strategy. The quality and storytelling behind your ad will determine if and how this will happen. You’ll need more than one option and continual investment in creative so you can refresh content and ensure target audiences aren’t seeing the same ads over and over.
Finally, think social. Video ads are just a click away from being shared on Facebook, Twitter and Instagram. Keep that in mind when designing your campaign. The research points to social networks pushing video advertising towards $7.7 billion by the end of 2015.