A research done by Tremor Video and Millward Brow, where they examined more than 300 video campaigns and tested the content with 150 consumers, was made to track the receptiveness and feelings that these two have toward each one. Brands and marketers should take the advice to heart and create more innovative campaigns because, right now, most of them are doing it all wrong.
Entice and intrigue
Finding balance here is the key. You should give enough information, not too much or too little, so that the viewers are encouraged to click through or act to find out more.
Remember to give consumers a reason to engage by starting the story, but not telling the whole thing. This applies both to getting people to pay attention to the ad (completion rate) and encouraging them to interact (engagement rate). Results showed that high-performing mobile creative outperforms TV benchmarks.
Bring them in
With an aligned design, technology and the right medium to create engaging advertising, you will be able to let your customers them stay in the video overlay and make their own decisions to continue to interact.
Symphony not noise
Every ad should sing and flow with a consistent theme and messaging throughout the layers of content. We know it’s tempting to use every tool in your belt, but too many messages, graphics and functions create confusion and dilute the effectiveness of the experience. With the many options available today, it’s easy to go overboard. Remember: simple sells.
Make them feel
Consumers have an emotional connection to their mobile devices, so taking advantage of that and creating experiences that trigger an emotional response is the best strategy. The ads in the study generated more interest and excitement than we tend to see with TV or online video norms. Emotion is the heart of why advertising works, so remember this next time you are thinking about your videos.
When you pair emotional triggers in content with a distribution method that viewers are emotionally connected to, more often than not you’ll have a winner.
Catch the moment
Mobile devices serve as a first screen so often, so it’s important to use this moment to get people in the relevant moment. Find a way to keep consistent creative messaging across different platforms while leveraging the unique role of each device.
With availability of big data and targeting, brands are able to deliver their video advertisements in ways traditional media has never been able to do. The right message at the right time can be pitched to a single demographic group, or a series of demographics, with matching content.
Compare this with the old way of advertising that sees the same national brand ads plugged into TV shows and repeated, and the potential is obvious.
Adopting all five of these elements to your video advertising strategy will help generate interest, improve overall brand recall and increase sales conversations. So, join the digital age today and become as successful as you can by working with a very professional video production team. For great deals on video production, contact us now!