80% of video marketers say that video has directly helped increase sales while 89% have claimed that video gives them a good ROI, according to a 2020 Wyzowl report. With over 2.78 billion digital video viewers in 2020, it’s no surprise that video is consequently an effective form of media type for brands to deliver their marketing message to their target group. Not familiar with how to incorporate video content within your online marketing strategy? Let’s break it down on how you can get more sales with video advertising in 3 steps.
1. Understand your marketing KPIs and funnel
Ideating, planning, producing, and distributing video content could be costly and time consuming without thorough strategy. Therefore, it’s important to first address and conceptualize your video advertising strategy. For instance, what’s your marketing message? To whom are you trying to get your message to? What’s your campaign goal? Once you’ve identified these points, think about where in your marketing funnel your ad best falls into place.
The Google Brandlab acknowledges three brand marketing goals: awareness, consideration, and action with measurable KPIs. Which of these pillars does your target group fall into? Are you in the process of attracting, engaging, or nurturing your prospects?
In practice, here’s some examples of how you can measure your KPIs when applying video content to your advertising strategy:
Where does your target group fall into within your marketing funnel?
Where is your target audience on the marketing funnel?
- Awareness: from watching your video ad, are people talking about your brand? How many unique views or video shares are you getting?
- Engagement: is your ad bringing user interaction to your brand? Is your ad attracting more people towards your brand on your social channels? Have your video ad clicks increased the traffic or unique visitors onto your website?
- Consideration: is your video ad generating leads? In other words, are people engaging with your brand by responding to your ad’s call-to-action? How many conversions i.e., newsletter sign ups or contact form submissions are you achieving through your video channels?
- Conversion: have your nurtured prospects converted to customers? Is this purchase decision linked to a particular campaign? Was your video compelling enough to influence a prospect to buy into your brand?
There are many other ways to measure whether your video ads made an impact in your target group’s decision to consider your brand. Once you’ve acknowledged exactly where in the customer journey to find your desired target, you’re set to create your ad’s video content.
2. Clearly address your marketing message
First, you’ve established exactly where to find your target group. Second, it’s time to create a relevant marketing message. What is your goal in this specific moment within the funnel? What is the purpose of your ad? For instance, is the goal to spark a conversation and familiarize new audiences with your brand? Or is it to get regular visitors to take an action on your channels? Should your marketing message nurture your already-engaged prospects to empower them in taking the next step to make that purchase decision?
From there, you can confidentially create your video ad content that clearly addresses your target audience at the right place and time. As you would with ads in general, be sure to include captivating imagery and a catchy hook that offers valuable and interesting content to your audience to ensure more interaction. With video content, you have even more flexibility and freedom to be as creative as you want to build the perfect video ad campaign!
3. Use the right advertising setup
So, you’ve got your goal, KPIs, and video content prepared, and you’re ready to promote to market. Let’s talk distribution and delivery. Which marketing channels will you use to reach your target group at the right place? After much preparation for your campaign, the last thing you want is a fall-through from pushing on the wrong channels. With your marketing funnel in mind, what channels does your target group use? Which devices do they mainly consume content on, and at what times in the day? Are they actively consuming content on social media or on online news sites? Are they mostly responsive on your own blog and newsletters? Targeting for ad distribution is important because you want to reach your target group with relevant video ad content to avoid annoying users.
For the more advanced online marketer, there’s various ad placements on publisher inventory to consider when delivering your ads. Through programmatic technology, relevant ad delivery becomes more precise as it’s based on how users interact with content. Here are some video advertising placement examples:
- Instream: your video is placed within actual video content from a publisher, for example a video playlist from your favorite vlogger. Your ad delivers and plays either Pre-, Mid-, or Post-roll within a video
- Outstream: your video is placed within an editorial environment and plays once visible to a user after scrolling, for example within the content of a news article
- Banner Stream: your video is placed as a display on the side, top or bottom of a web page
- Connected TV (CTV): your video is placed in within smart TVs when consuming content on apps such as Netflix, Hulu, etc.
Book your next video campaign with plista
At plista, we offer plenty of channels for you to push your Video Ads. Additionally, with our AI-technology, programmatic advertising approach, and powerful targeting capabilities, our data-driven solutions deliver your ads to reach the right people at the right time.
We have a variety of video products, such as our Branded Player, Shoppable Video, or In-Article Video Ad, to serve all your online marketing needs. With your video content, our solutions- available on our Self Service platform or with managed service– turn your content into business outcomes. With these three steps on how to utilize video advertising within your online marketing strategy, you’re well on your way to getting more sales!