Because of its numerous advantages, it is a no-brainer that video should be incorporated in your advertising approach. Video is an excellent way to capture your target audience’s attention, increase brand loyalty, and even save money, especially when compared to cable television. Many more advantages are discussed in this article, which should persuade you to include video in your advertising strategy for 2022.
1. Granular Targeting Options
Rather than displaying your commercial on cable television, online video advertising provides a wide range of targeting choices. Because local cable television only offers airtime and geographic targeting, you leave it up to chance who sees your commercial. You can target content, behaviors, interests, demographics, and geographic locations with video advertising, whether you’re using YouTube advertising, Pre-Roll, or Streaming TV. You can even choose when a user will see your ad and how often they will see it. One of the best features of YouTube is the ability to target certain search terms and display your video before related content. Video can also be used for retargeting website visitors and keyword searches. Don’t just hope for the best when it comes to video advertising, be intentional to drive results.
2. Track Advertising Campaigns
You can track your advertising efforts with all forms of online advertising. We can compute a click through rate by looking at how many people saw your ad and how many clicked through to your landing page. We can also see which content lines and geographic locations are generating the most interest, and then eliminate the ones that aren’t working to improve your campaign’s performance. The best thing is that we can combine this information with your website analytics to get a comprehensive picture of your consumers’ interactions with your company.
3. Increase Brand Recognition
Videos are short, easily-digestible and entertaining which enables you to condense complex information into quick, simplified pieces that are easier to recall. Moving pictures, music, and speech all work together to attract your prospects’ attention and increase their familiarity with your brand. These qualities can assist to boost brand loyalty and encourage customers to choose your company over the competition.
4. Versatile to All Advertising Platforms
If you have invested in producing a commercial, you can utilize your video on multiple advertising platforms to ensure you get maximum exposure.
You can use your video on the following platforms:
YouTube– Great for local advertising. Product features, how to videos, and testimonials are the most popular types of content on YouTube.
Pre-Roll– 10, 15, and 30 second forced watched commercials that play before the users chosen content throughout the web. Take advantage of the users full attention to increase favorability.
Streaming TV– Videos delivered directly to viewers over internet through streaming video services and devices. Such as Roku, Hulu, Amazon Prime, Apple TV, etc. This is where the majority of people nowadays watch their favorite television shows.
Display Advertising– Display advertising refers to the process of advertising a product or service on Internet websites, apps or social media through banners that combine text, images, and a URL that links to a website. Display advertising offers a plethora of targeting and retargeting possibilities for capturing an audience interested in your products or services.
Device ID Targeting– Geo fencing allows you to target the Device ID on potential customer’s mobile devices based on their present location or previous location. Your video will play in apps, social media, and internet sites. This is ideal for a business with a high volume of foot traffic in and around it, as well as competitor locations.
Social Media Advertising– The power of social media is undeniable, as you can reach a big number of people within seconds of publishing an ad, lowering your costs and ensuring that your ads reach your target demographic with these social media commercials.
5. Increase Conversion Rates
Video will generate more traffic, more clicks, and is even known to boost conversions up to 80%. Video also boosts conversion rates by assisting customers in better understanding your products and services, as well as establishing trust in multiple stages of the sales funnel.
6. Influence Buying Decisions
The level of emotional connection and knowledge that resonates with us is enhanced through video. Customers build trust when they recall and engage with content, which is why videos are useful in the decision-making process because it humanizes your brand. In the eyes of your customers, putting a face on your brand can make it more relatable, honest, and trustworthy. They’ll develop a stronger bond with your brand and are more likely to buy due to that connection.
7.Grab the Attention of Your Audience
In such a saturated market for advertising, video allows you to grab the attention of your audience and cut through the noise, to make you stand apart from you competition. The way our brains perceive movement is a key part of our survival. Movement draws our attention and causes us to pause and consider whether it is a threat to us. Using motion in your digital ads is taking advantage of our natural instincts and creates a sense of urgency for viewers.
8. Boost Search Engine Optimization
Since Google owns YouTube and YouTube is the second largest search engine in the world, videos have received a significant increase in how they affect Google and Facebook’s algorithms. In fact, if you place a video on your site’s landing page, you’re 53% more likely to rank on the first page of Google because users will be spending more time on your page, influencing key metrics like increasing session durations and decreasing bounce rates.
9. Share Your Story
A brand story encapsulates who you are and what you stand for. It’s the start of every customer encounter with your company because it evokes an emotional connection. Video is a great way to tell your story in a short amount of time. Telling your story in bite sized pieces will generate more customer interest, broaden your impact, and build a community for your brand.
10. Capture Viewers in Multiple Stages of the Customer Buying Journey
There are 6 stages of the customer buying journey that are listed below with what types of video advertising add benefit to each stage. You will find that video is important in all stages of this buying journey to lead customers to convert and build brand loyalty.
- Awareness- Sparks customer interest in your brand. Pre-Roll video, Display, and social media fall in this stage.
- Interest/Research- Customers start researching the product or service to learn more. Content targeting with Display will help the consumer turn to your brand in this stage.
- Consideration- The customer will start to consider buying and compare to other brands. Retargeting, social media, Display, and Device ID will lead the consumer to consider your brand over competitors.
- Intent- The customer starts to interact with your brand by calling, visiting your website, or following social media pages. Behavioral Targeting with Display and Pre-Roll, and Device ID lead to intent to buy.
- Conversion- The customer buys your products or services. Retargeting and Device ID reinforces the customers decision to buy.
- Retention- Engaging with current/past customers to keep your brand fresh in their mind so they will buy again or refer to their friends and family. You can execute on retargeting, Device ID, and social media to utilize video in this stage.
You’ll see a boost in brand awareness and greater search engine rankings whether you use video on every platform and at every stage of the sales funnel, or simply one or two. Get in contact with our team at Ascent Digital if you’d like to learn more about how video may be integrated into a custom plan for your company.
