While video has been a very powerful way to advertise, it was focused on driving mass reach, brand awareness and consideration. For those direct response advertisers, it wasn’t enough action.
But, in 2018 that began to change. Video is now a larger part of the whole consumer journey. Brands used video marketing in 2018 to both drive awareness and direct response. Want to know more about the shift, here is a snapshot of Google’s data.
Evolution in 2018
The reason video became more action-oriented last year is in large part due to an evolving consumer behavior. YouTube conducted UX research in 2018 and it revealed that people are not always looking for a passive viewing experience. YouTube discovered that many views crave something interactive.
Secondly, platforms have evolved in response to this new consumer behavior. Nicky Rettke, YouTube’s product manager indicated “Historically, video advertising hasn’t been actionable, optimizable or measurable against direct response objectives. The only way someone could ‘act’ on a video was to watch it.” But this changed in 2018. New video formats like TrueView for action allow marketers to optimize for a specific user action.
Lessons for 2019 Strategy
Right audience for action
The American Marketing Association indicates the average U.S. consumer is exposed to 10,000 brand messages a day. How as a marketer do you cut through all of that noise to make sure your video stands out.
An example is a luxury outlet whose buyers were impulse drivn utilized pre-roll video with a 25-second ad that gave the user an offer. If they clicked on a link, they would be taken to a landing page to utilize the offer. If they did not the offer was gone forever. The sense of urgency drove action and direct sales.
Right Audience with Multipurpose Creative
The best ad served to the right audience will not achieve much. An online home goods and furniture retailer used blended brand creative and performance formats utilizing clickable “Shop Now” calls-to-action which took viewers to their website.
They used custom intent audiences to reach people who had recently clicked on one of their product-related search ads. These viewers had already shown interest and with the video creative, they were able to realize a 3x return on ad spend over their other campaigns.
Repeat, Repeat and Repeat Again
Don’t stop with one impression, or try to mix in to many messages. The Google Pixel team in 2018 in their campaign that “Repetition does not spoil the prayer.”
“Repeating the message is the best way to move an audience from awareness to action quickly,” explained. Jabari Hearn, who led the Pixel campaign.
The strategy resulted in 20% lift in brand awareness and a 113% higher click-through rate to the purchase site than the average of previous campaigns.
Success in 2019
Video is a great way to see even further success in 2019. Share your feedback or your wins in 2018 that are guiding your 2019 strategy.