The next installment of our TOP 11 series will introduce you to a few things you really need to know about advertising with digital video.
1 – VIDEO QUALITY AFFECTS RESULTS
We've all been exposed to both ends of the spectrum when it comes to digital video ads - you've seen beautiful videos that were extremely relevant to you, and you've seen videos that look awful and left you wondering why you were served that video and if you could possibly get your last few minutes back. Is it worth it to invest in high-quality video from someone with a proven portfolio and a reputation for always having the latest and greatest in software and equipment? You bet. The quality of the video you use in your digital video advertising will directly affect the results of the ad campaign. You get what you pay for, and it's always important to make sure that your video production is from a true professional with a proven track record.
2 – AD NETWORKS GIVE TREMENDOUS REACH
Ad networks, like Google (through their AdWords platform), Facebook Audience Network, and Yahoo! Gemini, give you a huge reach. When you post a video on any or all of these platforms, your reach instantly covers millions of websites and mobile apps. Welcome to the new world of marketing.
3 – AD NETWORKS HELP YOU TO TARGET
Ad networks have a ton of data available to help you to effective segment your audience and be very specific in who you target. Getting the right message (video) in front of the right person drastically improves your likelihood of gaining a new customer. The more targeted you are, the more effective you'll be.
4 – AD NETWORKS TARGETING ISN'T ENOUGH
To effectively target your audience in a very granular way, we get into a lot of additional data that 1) isn't available without significant investment, and 2) very few, if any, marketers are willing to invest in (probably because they think it's enough to just use the default settings). This data helps understand not only your business, but your ideal future customer, in a whole new way. There's a reason the average online marketers consistently only get 2-4% of the clicks that we do - DATA.
5 – IT CAN BE INEXPENSIVE
We had a client that opened a new location and posted an awesome grand opening video on their Facebook, garnering a couple hundred views. Two weeks later, the same video was posted again with minimal investment, and quickly had 10,000 views and great engagement. If done right, digital video advertising doesn't have to be a pricey endeavor.
6 – IT ISN'T THE BEST PLACE TO START FOR EVERYONE
Different brands in different sectors with different budgets need different things. Just by saying that, I just stepped on the metaphorical toes of a lot of other advertisers who think what they do is the be-all end-all of marketing. It's important to evaluate where you are as a business, where your audience is, and what's truly necessary to expand your business. For many businesses, focusing on Search Engine Marketing or SEO to begin with is actually the smarter thing to do. It all depends on what the data tells us.
7 – IT'S MEASURABLE
The big question for any marketing is "is it working?" Yet so much of marketing results are only available through anecdotal evidence - something like "do people stop you in the store to say they heard you on the radio?" Ultimately, results from other forms of advertising is evaluated by asking "do you think it's working?" And that's it. Everything we do is trackable. We can track your customers from the moment they see your ad until the time they make a purchase. Emphasizing analytics holds us accountable while also allowing us to continually refine our approach.
8 – IT CAN AND SHOULD BE ACTIONABLE
Not to keep picking on traditional advertising, but no advertising out there is as easily actionable as digital. Through your digital video ads, your future customers can act immediately. With one click, they could be on the phone with your sales department, be navigating your website, or even open directions to drive to your store. Making it easy for customers to take action results in higher conversion rates and awesome ROI.
9 – EVERYBODY'S DOING IT
Huge companies such as Mondelez (that amazing company that blesses the world with snacks like Oreos) have been actively shifting most of their budget to digital. Why? They report getting twice the return for half the cost.
10 – VIDEO CAN BE RECYCLED
High-quality video is truly an investment. Your marketing budget is precious, and dedicating a portion of it to video shows true commitment to this strategy. The video you get should therefore be used as much as possible - use it in your ads, use it on your social media profiles, and use it on your website!
11 – IT'S THE BEST WAY TO CONVEY A MESSAGE
Digital video is so flexible and multi-dimensional. No other medium is as effective in conveying a rich message to a specific audience. If your brand is truly worth knowing about, and you have a specific audience you want to reach, digital video advertising is the way to go.
About us: Level 11 Online Marketing is a fast growing digital advertising agency that is becoming known for disrupting the status quo. We specialize in digital advertising, video production, SEO, SEM, advanced analytics, custom web solutions via website design & implementation, social media strategies and conversion optimization. Headquartered in Utah, you will find Level 11 team members in Utah, Washington, California, Idaho, and Colorado. We have the best creative minds in the industry backed up by the most talented software developers and video production teams which leads to powerful, efficient advertising campaigns.
If you have questions, comment here or email us at firstname.lastname@example.org today!