Allison has over 20 years of advertising agency and media relations experience. Being on the agency and client side she offers a unique perspective to client needs and what it takes to achieve them. As a seasoned marketing professional she has managed strategic planning and multi-media marketing for many healthcare clients, banks, schools, non-profits and universities, as well as the Kentucky Derby Festival. She prides herself on creating and maintaining great relationships. Her experience is a great match for leading and training teams and helping businesses grow
Ready, set action! This always makes me think of the game growing up, “Red Light, Green Light!”. You hurry up and go when you hear “Green light” headed to base and run and then hear “red light”, and you pump your brakes, and hope the caller does not see you move. And in the world of fastest growing type of marketing which is video advertising, that is kind of like what YouTube Action Ads are. They stop you in your tracks
Let's set the stage first. Picture this: you're scrolling through your YouTube feed, searching for a solution to a problem or simply seeking some entertainment. Suddenly, amidst the sea of content, a video ad catches your eye. It's not just any ad – it's dynamic, engaging, and prompts you to take action. That, my friends, is the essence of a video action ad
So, what exactly sets these ads apart from the rest? It's all about interactivity and engagement. Video action ads on YouTube are designed to encourage viewers to do more than just watch passively. They prompt users to engage with the content in meaningful ways, whether it's by clicking a link, subscribing to a channel, or even making a purchase or learning more about what they are seeing then and there
One of the key advantages of video action ads is their ability to drive immediate action. Unlike traditional video ads that might simply raise brand awareness, these ads are engineered to prompt users to take the next step in the customer journey. And with YouTube being the second largest search engine next to Google and the second most popular social channel behind Facebook, it is certainly a place to be
The way they look is very simple really, the video ad includes a button overlay banner that includes a Call-To-Action button, your logo, a headline and your website URL and links to your website when clicked
With Video action campaigns, you can tell your brand’s story with longer headlines and have access to top-performing places like YouTube’s home feed, watch page, watch next feed, YouTube search results and Google video partners — all within one campaign. Targeting for these ads includes behavior targeting and retargeting. Google Video Partners are high-quality publishers, DoubleVerify filtered, websites and mobile apps where you can show your video ads to viewers beyond YouTube. Partner sites and apps consist of leading publishers in games, sports, entertainment and news
But let's not forget the power of storytelling in these ads. Sure, they're designed for action, but that doesn't mean they should sacrifice creativity or narrative. In fact, the most effective video action ads often weave a compelling story that resonates with viewers on a deeper level. Whether it's through humor, emotion, or suspense, a well-crafted narrative can turn a fleeting viewer into a loyal customer
Now, let's talk strategy. Crafting a successful video action ad requires careful planning and execution. From defining clear objectives to understanding your target audience and optimizing for mobile viewing, there are many factors to consider. It's also crucial to experiment with different formats, CTAs, and messaging to see what resonates best with your audience
Of course, no discussion of video action ads would be complete without mentioning measurement and optimization. When testing these ads we saw a HUGE lift in clicks, almost 7 times higher than regular You Tube Video ads
Video action ads on YouTube represent a powerful tool for marketers looking to engage audiences and drive action. By combining creativity, interactivity, and strategic planning, these ads have the potential to captivate viewers and convert them into loyal customers. So why wait? Green light your way to video action ads and take your marketing efforts to new heights!
