Creating a World Record

Ama­zon, Goibibo, LG and Mo­torola have come on board as the first ad­ver­tis­ing part­ners in In­dia to in­no­vate with the card.

The Brand Reporter - - FRONT PAGE - By News Bureau feed­back@afaqs.com

Twit­ter re­cently launched the Video Web­site Card for ad­ver­tis­ers in In­dia, a creative for­mat that com­bines the power of video with the abil­ity to drive users back to a site to learn more or take ac­tion in the mo­ment. Brands such as Ama­zon, Goibibo, LG and Mo­torola have come on board as the first ad­ver­tis­ing part­ners.

The card is de­signed to work across a va­ri­ety of brand ob­jec­tives, as well as in the grey spa­ces that of­ten ex­ist be­tween ob­jec­tives. Whether a brand is pair­ing the video web­site card with the high reach of first view to an­nounce a prod­uct launch, invit­ing trav­ellers to click through to learn more about a fea­tured des­ti­na­tion, or show­cas­ing game play to drive ad­vance sales of a new video game, the Video Web­site Card re­moves fric­tion for the con­sumer to en­gage, learn, or con­vert at their own rate.

The Video Web­site Card fea­tures an auto-play­ing video, a cus­tom­iz­a­ble head­line, and des­ti­na­tion URL paired with a large tap tar­get. Ad­ver­tis­ers can elect to run this creative unit on the video views, web­site clicks or aware­ness ob­jec­tives to op­ti­mise and pay for the ac­tion they care about the most. For ex­am­ple, a movie stu­dio that wants to launch a new movie may run the Video Web­site Card op­ti­mis­ing for video views on the trailer early in the cam­paign when its pri­mary goal is driv­ing aware­ness, and op­ti­mise for web­site clicks later in the cam­paign when the movie is in the­aters and its pri­mary goal is ticket sales.

With the Video Web­site Card, busi­nesses can achieve a va­ri­ety of ob­jec­tives such as:

• At­tract qual­i­fied con­sumers

with im­mer­sive auto-play­ing video show­cas­ing their brand’s value, prod­uct or ser­vice be­fore a per­son clicks through. Mo­torola In­dia (@ mo­toro­lain­dia) lever­aged the Video Web­site Card to drive aware­ness of their new phones Moto G5s Plus and Moto E4 Plus, and traf­fic to their e-com­merce web­site for con­ver­sions.

• Ex­tend brand en­gage­ment

be­yond the end of the video with creative de­signed to drive con­sumers to their site to learn more or take ac­tion. Ama­zon In­dia (@Ama­zonIN) cre­ated greater ef­fi­cacy while reach­ing the rel­e­vant cus­tomers by us­ing the Video Web­site Card for the Fire TV Stick cam­paign, and were able to achieve cost per view rates in the range of `0.50.

Sim­i­larly, LG In­dia (@LGIn­dia) lever­aged the Video Web­site Card for their new OLED TV cam­paign talk­ing about the new prod­uct and drive users to learn more about the new TV on their web­site.

• Keep con­sumers’ at­ten­tion

as they move down the fun­nel. On mo­bile, the video an­chors to the top of the screen and con­tin­ues to play while the web­site loads be­low it. By bridg­ing this ex­pe­ri­ence, Twit­ter saw a sig­nif­i­cant re­duc­tion in the num­ber of users who quickly aban­doned the site while it was still load­ing. In fact, beta par­tic­i­pants saw an av­er­age 60 per cent in­crease in user re­ten­tion over in­dus­try av­er­ages.

Goibibo (@Goibibo) came up with a spe­cial deal on flights and ho­tel stay, in part­ner­ship with HDFC bank. In or­der to drive aware­ness and in­crease traf­fic on their web­site, the brand lever­aged Video Web­site Card whilst align­ing it with a first view trend on the launch day. Users were en­ter­tained with the video while the web­site be­low loaded the de­tails of the travel deal. ■

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