All research point to the fact that cross-channel targeted video is going to be the next big thing. At Flashtalking, we have been pioneering a way to do this at scale and have a system that will allow our clients to apply their current display versioning and targeting strategies to video. After having several campaigns under my belt, I have come up with this list of best practices to create dynamic video ads.
A survey of Canadian media consumption by Microsoft concluded that the average attention span had fallen to eight seconds, down from 12 in the year 2000. We now have a shorter attention span than goldfish, the study found.
Make the message short but impactful. You have to use the first few seconds wisely.
Cross Channel Impacts Purchases
Successful cross-channel video advertising campaigns will reach users with targeted content across their entire path to purchase and identify their point of conversion. Actionable exposure can aid conversion whether users encounter video display ads on trusted websites, in-stream videos from their mobile device, sponsored content across social networks or targeted video content displayed across connected TV devices.
Visibility at each of these touch points allows users to build trust and awareness with your brand. Enhance your overall value with connected strategies in each of the following video platforms.
Be mobile friendly
As recent data from Cisco suggests, video is the preferred content platform for mobile users and will soon make up two-thirds of mobile online traffic.
What device will your users be viewing the video on? Most brands want to use the entire network of publishers and devices so design to the lowest common denominator – meaning mobile screens. Text should be legible on a mobile device from the normal distance away from the users face.
Use videos that work well with and without sound
Is the sound on or off when a user is viewing the ad? A recent study proved that 40 percent of video ads are completely meaningless without sound, which means that people aren’t following the platform’s best practices of using subtitles or creating videos that work well without sound.
Keep Relevant Information Displayed
Incorporating compelling content and imagery within the first three seconds of videos.
Make the ad relevance persistent if it contains information that you would like the user to recall. For example, overlay the video with the nearest location to the user or the current offer. This is much better than an endcard where the user is only exposed to important information for a fraction of the ad length.
Keep your message tight, and offer value to users with as little disruption as possible. Many in-stream ads can be skipped after five seconds, so convey your message quickly, and incorporate strong calls to action early in your video.
Incorporate compelling content and imagery within the first three seconds of videos.
Leverage audience data to keep content targeting relevant.
To effectively execute a resonant journey, analyze how time of day impacts consumer engagement and build a plan and execute creative differently according to:
Day of Week
Video ads create a connection by displaying products that visitors already viewed. This personalization engages the customer and impacts them on an emotional level. This is seen with pre-roll YouTube adds, since personalized pre-rolls are viewed 47% more than generic ones.
Take advantage of Synergy when Targeting
Contextual information like weather, day-parting, and day of week triggers consumer purchasing habits – so you should combine that with your message.
Clearly define your key performance indicators and test for them. This could be simple A/B testing or track uplift in sales etc.
Create a unique landing page for consumers who want to learn more. Depending on your call to action, this could help gather insights to the success of the campaign.