Direct response video ads on YouTube, Facebook, Snapchat, and similar platforms have the potential to drive shoppers to your e-commerce site and help your company sell more. While the creative substance of an ad can be a matter of taste, there are methods around targeting consumers and getting them to watch your commercial that are quantifiable and should help your business develop video ads that perform.Think about how your company might apply some of these ideas to its direct response video advertising.Here are some tips I found that really focus on the nuts and bolts of your first video ad campaign.
1. Target Potential Customers
Targeting your best potential customers involves managing who sees an advertisement and its content.First, consider who should see your video ads. Direct response video ads, like other digital marketing vehicles, can be aimed at your business’s potential customers. There may be a tendency to think about ads on YouTube, Facebook, and Snapchat in the same way you think about advertising on traditional television programming. But the mediums are different. With video ads, your company can target consumers based on:
· Age, parental status, household income or similar,
· Interests, affinities, and life events,
· Previous interactions.
For YouTube, as an example, you can upload the email addresses of folks who have subscribed to your email newsletter and target them with video ads. If you have a good understanding of your company’s best prospects, your video ads can reach them. Next, target potential customers with your video content.
2. 5 Seconds
Targeting potential shoppers with video content should include capturing their attention within five seconds or less. Maybe even a lot less. The five-second mark comes from YouTube True-View ads, which cannot be skipped for five seconds. Here is YouTube’s explanation of what a True-View ad is.
"Some video industry professionals suggest grabbing the viewers’ attention even more quickly since a person’s attention span in a couple of seconds can be the difference between success and failure. The first three seconds of your video ad are pivotal. That’s how long it takes for people to decide if they’ll continue watching or keep scrolling and abandon your message. Right from the start, videos should include a strong hook to capture the viewer’s attention.” Creating urgency or “This offer is for a limited time” type of campaign drives customers to you."
3. Call to Action
Have a call to action button such as shop now or similar for direct response. In video advertising, this is essential, not b because of the video itself but because it gives a reason for your audience to engage you. It provides a clear call to action. A video ad call to action can take a few forms. If the advertising platform permits it, include a clickable button or link that takes shoppers directly to an optimized landing page. If a button or link is not an option, consider displaying a call to action in the video. This could be something like “Visit mydomain.com/this video to get free shipping.” You could also speak the call to action in the video.
4. Platform Specific
Your television screen likely has a 16-by-9 aspect ratio. Most YouTube videos also have this aspect ratio, but it can make sense to produce videos in different aspect ratios — such as 1-by-1 — to match the ad platform or the viewer’s device. Think smartphones when doing you ad as to be honest, most of your viewers will be watching via their smart phone. Less and less people, especially millennials watch anything from a desktop anymore.
5. Test Your Video For Results
The first video ad your company produces will probably not be the best performer. Creating video ads that sell takes experimentation and iteration. Use your intuition to generate ad ideas and then use data to understand how well those ads perform.Good luck and always feel free to reach out to FDMC Digital Media if you have questions or if we can be of any help!
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