Video ads allow businesses and brands to showcase their product or service in a way that’s more engaging than just audio or static images. Research shows 91% of web users want to see more online video content from their favorite bands so it makes sense that 96% of marketers continue to use video as an “important part of their marketing strategy.” Before you go “all in” on TikTok promotions or dedicate half of your marketing budget buying YouTube pre-roll ads, take minute to consider these three things...
Know Your Audience
YouTube, TikTok, Instagram, Facebook, Snapchat, LinkedIn, and Spotify, to name a few, all offer an opportunity for paid video advertising and each platform offers a unique audience. Add Native Advertising, Paid Search, and OTT and your variety of viewers increases even more.
Understanding how these audiences differ in their unique viewing habits and preferences is extremely beneficial when deciding where to put your video ad dollars. By delivering your message to viewers at a place and time when they are open to receiving it, your odds of getting them to take action increase exponentially.
State Your Objective
There are many reasons why you might want to run a paid video ad campaign. Most of them are directed at one of these three objectives:
- Raise brand awareness
- Drive consideration
- Generate conversions
One video can't do it all. Once you’ve narrowed your focus you’ll want to find a way to measure your campaign’s success.
Define KPI's and Success
Often, success means increasing brand recognition. When you survey your target audience 90 days after your campaign launches and a higher percentage knows who you are, that’s a win. Other times success means driving traffic to your company's website, or it could mean increasing your qualified leads per month by 10%. It’s important to be sure and record your starting metrics so you’ll have something to compare at the completion of your campaign.
While there is no guarantee that your video ad campaign will magically grow your company, we can guarantee that putting some strategy behind it will offer a larger ROI.
Now that you’ve defined your target audience, you’ve chosen an objective to focus on, and you’ve defined what a successful outcome looks like, you’re ready to tailor your message accordingly and create video ads that will resonate with your viewers.
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