It’s all ac­tion on us­ing video this year

The Queensland Times - - BUSINESS -

VIDEO has al­ways been a pow­er­ful way to ad­ver­tise, but un­til re­cently, that power was lim­ited to driv­ing mass reach, brand aware­ness and con­sid­er­a­tion.

For mar­keters look­ing to in­spire ac­tion – a click, a sign-up, a sale – email and search were the go-to channels. But lately we’ve seen video mar­ket­ing strate­gies ex­pand across the en­tire cus­tomer jour­ney. In 2018, brands used video ad­ver­tis­ing to drive ev­ery­thing from aware­ness to di­rect re­sponse.

Why video ad­ver­tis­ing evolved

If video ad­ver­tis­ing be­came more ac­tion-ori­ented in the past year, it’s in large part be­cause of evolv­ing con­sumer be­hav­iour. UX re­search YouTube did in 2018 re­vealed that peo­ple aren’t al­ways look­ing for a leaned back, pas­sive view­ing ex­pe­ri­ence. Many video view­ers crave some­thing more in­ter­ac­tive.

The sec­ond rea­son be­hind this shift in video mar­ket­ing strat­egy is the way plat­forms have evolved in re­sponse to this new con­sumer be­hav­iour.

Three les­sons to in­form strate­gies

So how can brands adapt their video strate­gies to cap­i­talise on these new con­sumer be­hav­iours and tech­nolo­gies?

Here are three tips that have been suc­cess­ful for other brands to help get you started: 1. Tap into an au­di­ence in­sight to in­spire ac­tion

The Amer­i­can Mar­ket­ing As­so­ci­a­tion says their av­er­age con­sumer is ex­posed to 10,000 brand mes­sages a day.

So how do you cut through the noise to make sure your video ad stands out and drives ac­tion? It all starts with a con­sumer in­sight.

Take Yoox Net-A-Porter, one of the world’s largest on­line lux­ury out­lets. It knew that its cus­tomers were im­pulse buy­ers who val­ued ex­clu­siv­ity.

View­ers had un­til the end of the 25-sec­ond ad to click on a link that di­rected them to a land­ing page where they could buy the unique item. If they didn’t click, the of­fer was gone for­ever. 2. Reach the right au­di­ence with mul­ti­pur­pose cre­ative

You can have the most com­pelling, ac­tion-in­spir­ing ad, but if you’re not serv­ing it up to the right peo­ple, it’s un­likely to achieve the di­rect re­sponse goals you’re after.

So in 2019, take a leaf out of Over­stock.com’s book. In a re­cent video mar­ket­ing cam­paign, the on­line home goods and fur­ni­ture re­tailer blended brand cre­ative with per­for­mance for­mats, plac­ing a click­able

“Shop Now” or “Save Big” call to ac­tion on an ad that took view­ers di­rectly to the Over­stock web­site. 3. Re­peat your mes­sage across for­mats, through­out the cus­tomer jour­ney

When the Google Pixel team tested a full-fun­nel video mar­ket­ing cam­paign in 2018, they had one big take­away: Rep­e­ti­tion does not spoil the prayer.

In fact, quite the op­po­site. “Re­peat­ing the mes­sage is the best way to move an au­di­ence from aware­ness to ac­tion quickly,” ex­plained Jabari Hearn, who led the Pixel cam­paign.

To achieve its goals, the team de­vel­oped a video mar­ket­ing strat­egy that in­cor­po­rated its mes­sage across mul­ti­ple for­mats to reach users at dif­fer­ent touch­points.

Photo: iStock

MAKE A PLAN: Video ad­ver­tis­ing can work harder for your brand, make it a goal to lever­age its full value in 2019.

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