Video marketing ads are displayed on YouTube.com or on Google Display Network domains and are played to audiences based on what they search for on YouTube.com, their interests, demographics, or browsing/video viewing behaviour.
As a creative way of raising brand awareness and revenue, video marketing ads are one of the newest developments within the Google AdWords interface and are expected to rise in both popularity and adoption over the next 12 months – so here’s my 101 to the opportunity at hand and how to make the best video ad!
Figure 1: Example Berghaus video ad with Companion banner
According to YouTube 2016 stats, 400 hours of video is uploaded every 60 seconds, which is great for viewers in pursuit of fresh content, but what does it mean for advertisers?
When it comes to the online shopping experience, 64% of shoppers say that YouTube influences their purchase decisions; which presents a huge opportunity for brands to get in front of a purchase-ready audience across all devices. And with the number of YouTube product reviews increasing by 50% YoY, advertisers have the option to leverage this user-generated content and promote their brand/product message before or after the review.
Do I need a big budget?
As the second largest search engine in the world, YouTube is the chosen platform for a new breed of internet celebrities and vloggers (video bloggers) who are becoming key shopping influencers and brand endorsers.
And the short answer is no, brands don’t need a Hollywood budget to utilise video marketing. Even if a brand does not have the marketing budget to back celebrity endorsements, there are a number of options to get your products and company message seen by the right audience at the right time.
Over the next few years, the rise of branded video marketing content is set to increase by a further 17.3% this year, and 13.9% in 2018 according to eMarketer.
Figure 2: eMarketer US Digital Video Ad Spending 2013-2018
Video Marketing Best Practice
Make it memorable
You want your video to be remembered for all the right reasons, and so many advertisers use humour to make an instant connection with their fan base.
Figure 3: Old Spice: The Man Your Man Could Smell Like. Launched in 2010 as part of a brand revamp to appeal to a younger audience, this classic video ad achieved true viral fame with its one-shot take and tongue-in-cheek approach
Make it personal
Your audience will want to feel like they know and resonate with the brand and will hopefully admire the brand by the end of the video content, so advertisers should utilise what they already know about their audience (i.e. interests, demographics) to create something they can relate to.
Teach the audience something
Many brands also use video as a format to educate and inform; grabbing the audience’s attention and encouraging them to share it within their social circles.
Figure 4: Public Service Announcement: Using popular comic character, Deadpool, this light-hearted video ad is attention-grabbing yet informative.
Making the ad wacky and fun is the key to creating a ‘viral’ campaign for many brands (as long as it fits with your ethos and the tone will appeal to your audience).
While being a ‘riskier’ strategy that will not necessarily create evergreen content, it should help share-ability in the short-term.
Call to action
Marketers don’t necessarily need to “SELL, SELL, SELL!” in the first 5 seconds, as the audience needs to see why the ad is relevant to them first.
Creating a need and promoting brand benefits before highlighting the USP or the product on offer is the best way to win over the audience and keep their attention without being too pushy.
This is especially important if this could be the first time the audience have heard of the brand – as consumers are becoming more aware when they’re being ‘marketed to’ and will hit the Skip button if the ad is “too salesy”. Let’s face it, we can all spot a brazen sales message from ten miles off!