Let’s be real, our attention spans are much shorter now than they were in a pre-smartphone era. People are looking to get their information quickly and effectively because instant gratification is the name of the game. Herein lies one of the glaring problems that advertisers are having with fully investing in video.
Because people are so ready to consume the content that they want to consume, anything that hinders them from doing so is likely to be met with resistance… Like your ad. More than 65% of viewers will skip ads on videos as soon as the option becomes available. This number is worse when you consider that many of these advertisements often land in areas outside of their target audience.
It’s also worth noticing that it’s difficult to measure the return on investment from video ads often leaving them to focus on unreliable metrics like views.
Despite these hang ups, advertisers are more committed than ever to exploring this medium and are raising their video marketing budgets at unprecedented rates.
If you don’t want your ads to continue to fall into the purgatory known as ‘skip’ hell, you’ll need to focus on the following five pillars (don’t worry we’ll go into detail below): Budget, Creation, Release, Location, and Launch.
First and foremost, being cognizant of the money is important. As much as marketing
departments would like to operate with limitless funds… They don’t. That being said, it’s critical to keep your campaigns budget in mind so that you can achieve the greatest return on investment.
Now that the boring (but extremely necessary) money talk is out of the way, we can focus on the other pillars.
Creation
The creatives are in their element – concepting, designing, and coming up with unique ideas that will resonate with their client’s target audience and drive them to action.
Release
This one is pretty simple – you have to know when the best time to release and achieve maximum results consistently. That’s the key word, consistently. In many cases these videos ads will see a peak in positive results only to quickly plateau and eventually fall off. The secret is to Video Marketing Blog keep key dates in mind and continue to launch relevant video content that will stay fresh in the mind of the consumers.
Location
Location, location, location is vitally important when choosing where to distribute your video content. It is important to know where your content will be the most relevant to your audience. Additionally, it is absolutely critical to tailor your content to perform optimally on specific channels – flashy video content with a banner to learn more on Instagram versus a 30-second informative action scene on YouTube.
Launch
When it comes time to launch your new content it is important to keep certain channel recipes in mind to maximize your campaign’s lifecycle. For example, it wouldn’t be wise to launch multiple videos on YouTube within days as they will overlap thus not allowing your campaign to run for as long. Analytics packages such as Facebook Pixels and Google Analytics are also crucial in this stage as they allow you to see how consumers are interacting with your ad – allowing you to make necessary adjustments to optimize the campaign.
Armed with these five pillars your team should be more than ready to cut through the noise and land with that coveted target audience.