Let’s face it, digitally savvy customers know when they are being sold to. So it stands to reason that marketers must up their game and aims to enrich video advertising. Here are the four tactics I implement for my clients:
1. Across the Customer Journey
From awareness to consideration, to reminders and conversions. When companies use over the top (OTT) branding tactics for video advertising, they see results. Unlike traditional advertisers that deliver one message, OTT allows you to change the message to each tracked pixel across their in market segments. This tactic allows advertisers to build longer term relationships that further qualify leads, whether consumer or corporate in nature.
2. Cross Platform
Along with the above tactic that changes the visual across the customer journey, invest resources in including sequential messages that changes throughout the viewing process within the content being consumed. Make sure you place retargeted pixels within the creative to execute on this. This also needs to bear in mind how often targeted audiences switch between their devices, so each message must build off the last one consumed. The way to get this right is being able to identify one user across devices.
3. Get Interactive
We recommend the “Rising Star Ad Units” by the Interactive Advertising Bureau. This ad format is rather intrusive in one sense and grows with the expansion of the page. Enabling this format will allow your video ad to play in the units for billboard or film strip for interactivity. This leads to engagement.
4. Do A Pre-Roll
Hand over progression control to the viewer with prompts for clicking through the ad or choosing what happens in the next scene. We recommend an interactive element with a pre-roll, with custom overlays. This format outperforms the remainder options in the market by far and large simply because it stands out. It also remains to be the primary format that is proactively shared by viewers, pertaining on its content entertainment value.
So experiment often with formats to enrich video advertising and ensure high campaign engagement. Campaigns perform better with experimentation.
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Vipul Jadhav is the director of client services at Centric DXB. He provides both strategic and tactical leadership across multimillion dirham engagements while keeping up-to-date on daily project activities. Aspiring clients can reach him on firstname.lastname@example.org