SMX Advanced 2018 Session Recap: Maximizing the Impact of Online Video Ads
By Joe Martinez
Because I am a huge fan of video advertising, I have a hard time understanding why video marketing is so underutilized by many companies.
I attended the Maximizing the Impact of Online Video Ads session at SMX Advanced and came away with a lot of information that will change that. Hopefully, after reading this, you’ll be inspired to start using video to promote your brand.
Bryant Garvin, Purple
Bryant attributes his company’s rapid success to its successful video campaigns. Purple (his company) has over 1 billion video views. How do they do it? With emotion and education. Video is an emotional format, and consumers buy on emotion.
According to a study at Stanford (source in the slides below), stories are remembered 22 times more than facts alone, and purchases are always emotional decisions. Humans are hard-wired to pay attention to stories, so stories are the catalyst to connect with potential customers emotionally.
As consumers, we decide to transact before we emotionally decide on it. You really have two seconds to capture someone’s attention instead of the 5.7-second average view time Facebook mentions. That being said, video marketers need to test the intro first.
Bryant’s company tested three intros to the same video. All they did was make minor changes to each one. What were the results? They saw a 2,824.7 percent brand keyword search lift after testing out a different, branded video. No matter how well you think your videos are doing, keep in mind that even the best videos can be improved.
Still not convinced YouTube is amazing? Let me toss out some more stats Bryant called out:
- Over 1.5 billion Users on YouTube.
- One billion hours are watched daily.
- 68 percent of people use YouTube to help make purchase decisions.
- 80 percent of 18-49-year-olds watch YouTube in a given month.
- Only 9 percent of United States small businesses are using YouTube.
- You only pay after 30 seconds are viewed or the video is completed.
You want to be where your competitors are not, and YouTube offers targeting options which will help you drive purchase intent. Google’s audience solutions, such as Life Events and Custom Intent Audiences, are great for reaching the right people.
When combined with a powerful video that provided the emotional connection, Purple’s message had the one-two punch that lowered their cost-per-visit and greatly increased the uplift in brand searches.
Videos don’t have to have a sales tone and vibe. Keep in mind that emotions sell and prompt purchases.
Cory Henke, Variable Media Agency
Cory started by saying, in 2018, that the power of video is attention. In the age of high-speed internet and mobile devices, we’ve all become multitaskers and storytellers. Users have so many choices as to how and where to consume online. The problem with video is that it cannot be scaled, and it’s hard to keep a user’s attention.
With Facebook, we don’t know why the user came to the site. Was it to watch a video or read …read more
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