One of the things that keeps video advertising popular is that we are constantly bombarded with more and more content, both good and bad, and yet it seems to be new and unique more often than not. Why is that? In some cases it’s just the advertising agencies and content creators own imagination come to life, but in others it is marketers using what are called, “best practices” to make sure content is as effective as it possibly can be.
Pauline Jakober, a columnist over at MarketingLand takes a look at some great Dos and Don’ts of Video Advertising so that you can take advantage of other marketer’s successes and learn from their failures.
1. Do educate through video ads
Back in 2015, Google came out with data that showed “how to” searches had grown 70 percent year over year on YouTube. Bottom line: People are on a mission to learn through video, so why not take an educational approach with your video ads?
Whether it’s feeding the need for a “how to” search, or dissecting complex concepts into bite-sized video, these visually engaging ads can accomplish a variety of goals.
2. Do include website information
Even though you shouldn’t expect a direct sale from video ads, you should always have a call-to-action.
A call-to-action can be anything from in-channel events like “subscribe” to sending viewers to a website (we like to see the latter for our clients’ video ads).
3. Do incorporate testimonials / stories
Highlighting stories of people whose lives or work have been impacted by your brand is just as important in video ads as it is on your website or other marketing materials.
4. Do test video length
This is an area where you’re going to rely on your video metrics to find an optimal length.
Here, Google recommends in-stream video ads be no more than 3 minutes in length. But here, the help files say to “deliver your most important messages early in the video, in case viewers stop watching before it’s over. Play rates drop off significantly after 45 seconds.”
I’ve seen clients use video ads that were up to 5 minutes in length and still experience good results. It all depends on how engaging the video is. For example, oOne client in the corporate events space had 5-minute videos highlighting the events they put on with interviews of participants, and those drove conversions through a form fill on their site.
She also lists a set of Don’ts:
5. Don’t think you need a huge budget
As long as you have a video asset already created, you can test video ads. In other words, you don’t need to go out and create the next Emmy award-winning ad if you’re just testing the waters.
And you don’t need a huge ad budget, either. We’ve seen clicks as low as $0.11, and we have clients who are contributing as low as $30 per day on their video ads.
If you’re spending $10,000, $20,000 or $30,000 on the Google Search and Display Network, why not spend a small portion on video to see what it does for you?
6. Don’t use poor quality videos
While your video doesn’t have to be a $5,000 production in order to be successful, for the love of Pete, don’t use videos that have bad lighting, audio and a clutter-strewn / haphazard background.
Also, there are lots of help files in YouTube, like this one, that get into the nitty-gritty details of how to format video and audio files.
7. Don’t use outdated elements
Using pre-existing videos may be an easy way to test video ads, but just make sure the ads are still “on brand” and relevant today. Sometimes this is as simple as updating a logo, phone number or URL featured in the video.
8. Don’t forget about remarketing
Finally, you can easily include video ads within your remarketing strategy. There are a couple different ways to remarket using video:
- Standard remarketing: Show ads to your past visitors as they browse Display Network websites and use Display Network apps.
- Video remarketing: Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites, and apps.
Choosing the right types of content, testing alternate versions, using the appropriate channels, and guaranteeing the highest technical fidelity are some of the mainstays that Small Business owners tend to forget about when putting together video marketing on their own. If you need help assembling a video advertising campaign, talk to your Digital Media Producer about what you may be able to adjust to get the most out of your media budget.