Successful Online Brand Advertising Campaigns: Video Advertising
Video advertising is a hot topic these days, as online video would appear to be a powerful brand-building tool. It is also an expensive tool, however, and advertisers need proof video advertising is driving the desired result, brand lift, in order to justify continued investment. In the absence of real-time data on overall campaign performance and that of the creative, placement, and frequency levels driving the performance, a lot of money can be spent without producing the desired outcome. When proactively managed, however, advertisers and the publishers they work with can create impressive results. Take the following campaign, for example, promoting the release of a new piece of consumer apparel:
Promote new consumer apparel offering
|BRAND LIFT OBJECTIVE
75.8% lift in purchase intent
How to Replicate their Success
- Video is inherently a branding medium. As with any online brand ad campaign, measure and optimize against relevant. Click-through rates are irrelevant and "engagement" only provides an indirect measurement of the desired result; focus on what matters (Awareness, Purchase Intent, etc) and optimize against relative brand lift metrics.
- Online video can vary in length from a few seconds to minutes. Tailor the length of your video to your desired objective, and leverage real-time data on performance to optimize brand lift. In this particular case, a 15 second spot outperformed the 30 second spot in driving brand awareness, while the longer 30 second spot drove greater purchase intent.
- Don't put all of your eggs in one basket, assuming video performs simply because its video. Experiment with different types of video creative execution and placement, leveraging real-time performance data to shift the campaign's focus to what's working. In this particular case, impressions were shifted from underperforming video units to higher performing video units, increasing brand lift.
- Online video may be more expensive than standard display advertising, but it's much less expensive than television advertising. Use online video as a fast, cost effective test environment for developing effective television advertising.