How to create effective video adsIt is not surprising to see ComScore reports showing monthly figures of the unstoppable growth of online content video views. Coupled with the fact that online video ads cost a fraction of that of TV ads, the growth of online video ads continues to boom. Companies understand that a video ad can be targeted to a specific viewer and that it can tell a persuasive story much better than a static banner image. An effective video can boost brand awareness, increase product sales, and even help drive website traffic. Here are some quick tips to help create such an advertisement:
Length of Video AdOne of the most important factors of an effective video ad is its length. In most cases, you should focus on delivering your message within 15 seconds. Data shows that viewers are twice more likely to watch a 15-second ad than a 30-second ad. A 5-second video ad is probably too short to properly convey a message. So, be concise and precise.
Connect with ViewersTry to connect with your viewers through your video ad. In order to do this, you must know who your audience is and deliver engaging content to them. You should have details about your viewers such as: age, gender, general like/dislikes. Reach out to your viewers and gain their attention. Find a way for your video ad to stand out without disrupting the viewer.
Call to ActionDo not think that viewers will instinctively click on your ad or perform some other beneficial action unless you ask them to. If you have successfully gained their attention then tell them what they should do, whether it is clicking on the ad to purchase a product or, clicking on the ad to visit your website. Be specific. This can be done verbally through the video or through text to save valuable time.
Goals and MeasuresIt is crucial that you understand why you are creating the video ad. Do you want to increase sales of a specific product? Do you want to drive more traffic to your website or create more buzz on your social media networks? It is best to have a goal that you can measure and then use tools, such as a video ad server, to properly track and measure the effect of your video ad.
PlanningThe last-yet-indispensable tip is to plan things carefully. The plan should ensure that all the above tips are utilized to their full effect. Your plan should have the following points:
- A list of the goals you want to achieve with the ad
- Information about your audience
- The call to action you will use
- The targeted length of the video
- Ad tracking tools that will be used to measure the effectiveness of the ad
- Ideas on how to engage the viewers
Posted in Video Ad Server January 07, 2015 (updated September 05, 2018)
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