3 Requisites For An Effective Video Strategy

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With online video’s promise of giving targeted reach and offering results that are accurately measurable, video has emerged as a serious contender for online advertisement budgets As technology and media consumption have seen a considerable change from passive television to viewing video on demand, video advertising has taken off in the GCC market.

Consumer behavior has changed, so has the digital ad spend in the MENA region. Digital ad spend in MENA in 2013 reached USD 300 million, and is expected to reach an USD 1 billion bby 2017. Alfonso De Gaetano, Agency & Branding Leader at Google MENA observed, “In the Middle East region, YouTube is the destination for online videos with its reach highest in Saudi Arabia and UAE. Advertisers have understood that the population under the age of 35 consume significant video content.”

A report from open ad management player, Sizmek, indicates that spending on in-stream video advertising has more than tripled since 2013, and increased by nearly 12 times since 2012.

The opportunity is growing and evolving for online video, providing more options for marketers to reach the ever-larger viewing audience – including the important 18-to 24-year-old demographic – with an innovative and compelling experience: the report said.

It also noted that video ads were both started and played to completion with the completion rate remaining static since 2014. This illustrates that a greater number of ads are being watched without skipping or abandoning the content. While in 2013, the start rate was 40.46 per cent and fully played rate was 64.48 per cent, in 2015, the start rate increased to 62.52 per cent and completion rate to 69.74 percent.

The share of advertising has also increased from mobile advertising being 2.87 per cent in 2013 and increasing to 11.6 per cent in 2015. In-stream video saw a considerable jump with 1.46 per cent in 2013 to 9.86 per cent in 2015. While North America leads in in-stream video advertising volume, Middle East and Africa regions have increased more that 150 per cent in video advertising volume since 2013, the report

The most effective way to reach digital video viewers is by pairing technology and strategy. Here are three important factors to consider together when creating effective video strategy:

Duration & Format
When measuring absorption against action, duration of the video content is an important component. Even more than device, duration determines how likely a user is to interact with the video player, the browser or app that contains it, and the ads they’re shown in the course of video viewing. When it comes to formats, shorter videos are ideal opportunities for interaction, as the user expects to navigate around the browser or app as soon as the video completes or even as it is playing.

Campaign Type & Format
The pairing of campaign type and format isn’t exclusive to video, but neither is it exempt from consideration when launching video campaigns. The campaign’s core goal is central to choosing the type of video ad to run. Video can also work for direct response campaigns. Companion banners allow for a clear call to action alongside the video player when a campaign needs a click-through.

In-stream Creative & Rich Media
Video production is expensive, which leads many marketers to repurpose content created for television in their in-stream digital video campaigns. Options are limited for this creative content, which is designed entirely for absorption, but these ads can be used for more than just linear in-stream placements. Many rich media formats support video as part of the ad experience. Billboards and other expandable ads give users an opportunity to engage, at which time the ad size is increased enough to include a video.

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