Over the coming years, video marketing is going to become more prominent and important for online advertisers. But with over 100 videos being loaded to YouTube every minute, it is easy for video campaigns to drown in an ocean of emotion.
So how can you be certain that your video campaign will be watched?
Choosing the right ad format
Adwords offer two viewing formats for video; in-stream and in-display. If you opt for TrueView in-stream, your ads will be played at the beginning of YouTube videos or at 15-minute intervals depending on the length of the program viewers are watching. TrueView in-display ads appear in the list of watch pages alongside other relevant content.
Both ad formats give you visibility, but there is a difference with engagement and how you are charged. You will only be charged for TrueView in-display videos when the ad is clicked, but the benefit here is user-intent.
Charges for TrueView in-stream ad formats are determined by running time. For example, if your ad is 30 seconds or longer, you will only be charged once the ad reaches the 30-second mark. Shorter ads are charged if the entire video runs. Viewers are given the option to skip the ad after 5-seconds whereby you are not charged.
Creating video remarketing lists will automatically send video ads to users who have previously visited your YouTube page. Google also recommends using remarketing options to target prospects that have visited your website, and not just viewers that have engaged with your YouTube channel.
Bid more on TrueView in-display
Viewers watching your ads from TrueView in-display offer a higher level of engagement as they have user intent and have opted to click on your video out of interest. If you have created a strong title and meta-description you are confident will attract engagement, consider increasing your stake for in-display ads. If you are not gauging clicks from in-display ads, you can always switch focus to in-stream ads so that viewers do watch your video.
Advanced campaign settings
Advanced campaign settings give you more control over when to run your videos and how long your campaigns last. Ideally you want to be running ads when people are most likely to be watching YouTube. If your target audience is B2B, your ads should run during office hours when your audience is actively looking for solutions. Otherwise you may want to consider commute times or late at night when viewers are surfing YouTube.
Use a variety of distribution channels
Video ads should not be restricted to YouTube, that is only the platform. Sometimes you need to drive traffic to your ads using pull marketing strategies. Without engagement from the outset, your videos will not show up in searches at a later date.
Social media is the best channel for distributing content, and you should also be including your video on your website, in newsletters, emails to customers and printing the link on all marketing material.
Statistics show that videos convert better than any other medium and 92% of mobile users share videos on social media. It is inevitable that online video marketing will grow substantially as technology improves and marketers have to target consumer preference.