Leslye Schumacher is a Founding Partner with Vici. Leslye’s background in media spans 25 years and includes working for both large and mid-size television, radio and newspaper companies. She has held positions in sales, management, marketing and NTR. Leslye has extensive experience in training salespeople and coaching managers. She is Google Analytics Advanced Certified, a Certified Radio Marketing Consultant and a Certified Sales Talent Analyst, having assessed over 10,000 media salespeople and managers. Leslye was the Vice President Of Talent Services for The Center For Sales Strategy before going on to start TalentQ Consulting and then Vici Media.
Ummm, yah, you should. 80% of Internet users can remember a video ad that they have seen in the last 30 days.
But it should be good video. More info on that below. But first, some stats to convince you why video ads are where it’s at for getting amazing return on your advertising investment.
That stat means that video helps boost your conversions!
When asked “how do you prefer to learn about a new product or service?” video was the clear winner as seen in this graphic:
Video ads can explain your product or service in a way that a display ad just can’t. By their very nature they are more informative and engaging. A video conveys huge amounts of information in a short amount of time. And, you can say more in a video as compared to a text or display ad. Video ads relate more information by showing and telling at the same time which means recall is better as well as shown by this graph below:
Did you know that Google (and other search engines) algorithms love videos? So not only should you use videos in your ads, you should have them on your website too. Videos allow you to increase the time spent by visitors on your site. Thus, longer exposure builds trust and signals search engines that your site has good content. You are 53 times more likely show up first on Google if you have a video embedded on your website!
If 8 out of 10 businesses are using video, why aren’t you?
Google did an interesting study and found that the answer depends on what your goal is. Are you trying to tell a story about your brand or get a call-to-action message across?
Google found that the :30 ad was watched more than the :15 ad, with the :30 ad the least skipped, and the :15 ad the most skipped. That would seem to support longer is better right? Not necessarily.
Additionally they found that :15 ad had significantly higher ad recall than the :30 ad. Google's conclusion is, "For brands with a focus on awareness, the short format can be both effective and efficient. Shorter formats can raise awareness, keep the brand top of mind, and create signals that drive important behaviors such as search." So save the :30 for storytelling, use the :15 to drive a message.
Obviously, that depends on your product or service but this research study claims that 74% of people who get an opportunity to see a product in action via an “explainer video” will buy it.
Explainer ads canhelp educate people about your product or service. They help people who are researching andlooking for info about it online.
Interview ads areanother type of video ad content that works well. You can do an interview either with asatisfied customer or someone who works for your business.
Demo ads arewhere the business shows how a particular product works. Seeing a product in action can make a bigimpact on a potential consumer.
Branding ads buildawareness by focusing your message around your company, your employees, yourmission, your customer service, quality of your products, etc. to attract yourtarget audience.
Event ads wouldbe where the ad features a conference, promotion, open house, sale, orcommunity event you sponsor. You canshowcase highlights of past events to generate interest for your upcomingevent.
Always start your video ad with the most important infobecause you need to hook consumers within the first five seconds. And don’t forget that people may be watchingwith the sound off.
Clearly video ads and video on business websites is a win for both the business and the consumer. But 53% of businesses who use video say they struggle to promote the video content they produce. This is where a strong digital video ad campaign comes into play. Video ads can be used with Retargeting, Ad Networks, Behavioral Targeting, Keyword Targeting, Mobile Conquesting, Facebook, Instagram, and Household IP Targeting. Using these products will allow your video seen by a highly targeted audience and across all types of devices.
We’ve found that some of the best performing video adsaren’t the slick, highly produced ad creative but rather the ones that havethat DIY feel to them. You can shoot inhigh-quality, 4K video with your smart phone, so get out your phone and startrolling!
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