More and more marketers are using video advertising to achieve their advertising goals. Statistics show that about ninety percent of businesses are currently using video as a marketing tool.
But there are some marketers that are reluctant to invest in video advertising. This is mainly because of their past failures to get desirable results from their video advertising investments. Creating non-engaging, ineffective video ads is one of the top reasons for the failure. Below are given some tips that video advertising companies can use to create effective and successful video ads –
Define the specific advertising goal
Marketers should first of all clearly define the purpose the ad is going to serve and then create the ad accordingly. A video ad can be created to build awareness about a brand, promote a newly launched product or service, increase sales of a specific product, convey a special offer, etc. Each ad that a video ad agency wants to show to viewers should have a clear and well-defined purpose behind it.
Consider the targeted audience
Online video hosting platforms such as YouTube offer a large number of targeting options to marketers. These targeting options enable marketers to run successful YouTube campaigns. Marketers can target audiences according to age, gender, income, parental status, interests, intent, life events, etc. Therefore, a video ad should be created keeping in mind the audience to be targeted. This helps in providing a personalized ad experience to viewers.
Select the right tone for the video ad
Choosing the correct tone for the video ad is also very important. The tone chosen should fit with the brand or the message that the ad wants to convey. Otherwise the ad may fail to serve the purpose. Some of the effective tones from which marketers can choose to create their video ads are instructional, inspirational, comedic, dramatic, etc.
Select best ad format for the video ad
YouTube provides many types of video ad formats to choose from such as skippable in-stream ads, unskippable in-stream ads, bumper ads, masthead ads, video discovery ads, etc. A specific ad format may serve an advertising goal better than others. For instance, YouTube marketing companies consider skippable in-stream ad format good for developing leads.
Capture viewers’ attention early
Capturing viewers’ attention in the first few seconds is very important to ensure their engagement with the ad. As the attention span of viewers has reduced and they have abundant content choices available, grabbing their attention as early as possible is very important for marketers running a YouTube video campaign. If a video fails to interest viewers immediately, they skip it. To grab viewers’ attention early, approaches such as storytelling, celebrities, etc. can be used.
Include a call to action
A call to action (CTA) is a very important part of a video ad. A clickable CTA takes a viewer directly to the landing page of the product advertised. For YouTube campaigns, a call to action overlay can be easily added as an interactive element over an ad. A CTA can also be included within a video ad.
By utilizing the above tips, a video advertising company can create engaging video ads to better achieve brands’ advertising goals.
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