Like most marketers, however, you’re equally intrigued by the opportunity as you are skeptical of the claims. That’s wise, because video ads alone won’t meet your business goals. You need to have all the right pieces in the right places -- a rarity in many of today’s video campaigns. Here are six tips to achieve a successful campaign.
1. Define your goals. To grab the consumer’s attention, your ad must be very specific and compelling. That begins with a precisely defined goal upfront, whether that’s building brand awareness, meeting specific performance goals (e.g., conversions + price), or driving some kind of conversion event, such as contest entries, test drive sign-ups, etc.
2. Think long and hard about campaign strategy. Your goals are the main guideposts for your strategy. From there, consider message development, target audience, ad formats, and frequency capping. You can’t just apply what works for TV or display to video. Your programmatic partner should have insight to help you plan a campaign strategy – leverage their expertise.
3. Correlate video message to sales funnel. A customer’s time is precious, and your ad must make an impression right away. Conversions from first-time viewers aren’t likely, but if the consumer has seen previous ads and visited your site, a conversion may be in reach. Here are some rules of thumb for correlating your message to the consumer’s place in your sales process:
4. Identify your target audience. Do you know whom to target, and how? If you don’t have existing audience data, you can target consumers based on the context and content in which your prospects are most open to your message. Of course, if retargeting is an important tactic for your campaign, you’ll know exactly whom to target.
5. Let campaign goals determine the ad format & frequency. Many marketers equate video with pre-roll ad units. Indeed, for brand awareness campaigns, pre-rolls are more desirable, but they’re expensive. If you have a specific ROI goal, mid-rolls may be a great option. They may not deliver the same conversion rate as the pre-roll, but the lower media-acquisition costs make it easy to reach cost-per-sale and ROI goals. If reach is a goal, set a low frequency cap so you can message as many consumers as possible.
6. Creative: There are numerous aspects to the creative you’ll need to consider for campaign success, including: