Video Strategy and Planning PDF

VIDEO ADVERTISING Session 11 Agenda Video Advertising definition Market data and insights Types of Video Advertisements YouTube Video Ads In-class exercise What Is Video Advertising? Video Advertising in 2024 can be a great tool for our business.a Video marketing is a strategy that leverages on vide...

VIDEO ADVERTISING Session 11 Agenda Video Advertising definition Market data and insights Types of Video Advertisements YouTube Video Ads In-class exercise What Is Video Advertising? Video Advertising in 2024 can be a great tool for our business.a Video marketing is a strategy that leverages on videos to spread awareness, increase engagement, and drive sales by promoting them on multiple channels. Here we include all ad formats within webpage-based videos, app-based video players, social media networks, or social media apps: it can be a video commercial, or a paid ad on YouTube, Instagram, Facebook & other social media platforms. Video advertising Vs rich media / HTML. Benefits of Video Ads Video Marketing is one of the most beneficial ways to grab and retain attention. Here are some reasons why it slightly has an edge over other mediums: Easier to convey the message Personal touch High retention Video is an attention grabber Videos help in brand recall Increased CTR & Open rates Videos are engaging Videos drive traffic to the website Statistics for Video ads in Social Media Social media-driven development of user-generated content is driving Video Advertising Video posts on social media get 48% more views (The Marketing Helpline) 73% of people want to see “entertaining” videos on social media (HubSpot) 16% of social video viewers use vlogs to research products (Global Web Index, 2018) 17% of companies use live video as a part of their social marketing strategy (HubSpot) YouTube [88%] is the most popular platform among marketers for sharing videos, followed by Facebook [76%], LinkedIn [66%], and Instagram [65%] (Oberlo) Video Marketing Growth With the pandemic, video consumption has increased significantly: Since 2019, an average user has watched above 100 minutes of video content per day. In 2021, about 86% of businesses said that they were using videos as an important marketing tool. At the same time, 93% of them believe that it is a critical part of every marketing strategy. Research has found that about 84% of consumers used to be convinced to purchase after watching a video. According to cisco reports, video content is accountable for about 82% of overall internet traffic in 2022. Online video consumption has increased across all age groups in the last 5 years but the largest increase is seen in people over 46 years old (Limelight) More than 75% of all videos are played on mobile devices (eMarketer) 75% of viewers prefer watching a video horizontally as compared to 25% who prefer watching it vertically (Social Media Week) People watch an average of 16 hours of video every week (Wyzowl) Men spend 40% more time consuming online video content as compared to women Video Advertising The amount of potential advertising spaces within video platforms is rapidly growing, extending the range of advertisements to an ever-increasing global audience. Types of Video Advertisements There are many categorizations of Video Ads. Here some big categories but that are not exhaustive. YouTube video ads. There are a few kinds of YouTube ads to be aware of, primarily, TrueView and Pre-roll. You can think of them as skippable and non-skippable. TrueView ads are opt-in, meaning you only pay when someone chooses to watch more than 30 seconds of your video ad. Influencer Video Ads The cousin of User Generated Content, influencer video ads can be both an authentic way to build brand awareness and a strong driver of direct acquisitions. Social Media Video Ads. This category is a broad one and encompasses many of the previous categories, and also includes vertical videos in SM. Shoppable video ad Shoppable videos feature products and use embedded links to enable viewers to click and purchase those products instantly without leaving the video. They enable brands to replicate the experience of visiting their website without the consumer having to leave the social platform they're enjoying. User Generated Content. Often referred to as UGC, User Generated Content is especially effective for brands who already have a pretty significant following. Video Ad Types and Formats Video formats go beyond the video display banner. 1) Out-Stream Video Ads The main characteristic of this ad format is that it shows up in a non-video environment. Outstream videos are video advertisements that will appear within the content of a webpage. These ads might pop up in an app or automatically play in a blog post when the user scrolls over them. These video ads will play automatically for as long as the user has the video player in frame. If the user continues scrolling, the ad will automatically pause. In-Banner Video Ads In-banner video ads take on in-display, in-page video, interstitial, incentivized video, and in-feed formats. These banner ads typically consist of 300×250 pixels. They usually have a picture or a thumbnail image. Types of Out-Stream Video Ads In-Page Videos-Ads: Video ads that are specifically placed to show on a page through an embedded video player. These ads can be placed on a page without video content or other streaming material attached to it. This ad type tends to require a large amount of space on a page, however, some ad networks can offer smaller placements. In-Text Video Ads: Ads that are triggered when a user navigates to a certain part of the text content and an overlay pops up and plays a video ad associated with the text. These interactions are user initiated and the video ad will pause if the user continues to scroll. 2) In-Stream Video Ads In-Stream Video Ads are the most common type of video ads. They are placed within a video player environment. In-stream ad formats can be linear and non-linear + skippable and non-skippable. Linear Video Ads Linear video ads are very much like your standard TV commercials in that they appear before (pre-roll), in the middle of (mid-roll), or after (post-roll) the video. Their noticeable feature is that they take over the full video player space. Non-Linear Video Ads Nonlinear video ads are commonly referred to as “overlay video ads.” Unlike linear ads that pause the selected video, their non-linear counterpart runs simultaneously with it. To avoid disrupting video content, non-linear ads appear in the form of an interactive banner in an overlay In-Stream /Lineaar Video Ads Video Ads examples Pre-roll: Video ads that run before video content Mid-roll: Video ads that run during video content which pauses the content and resumes once complete Post-roll: Video ads that run once the video content is complete Non-Linear Video Ad Non-Linear Video Ads run simultaneously alongside video content playback without disrupting the playback. Clicking the ad during p Types of Non-Linear Video Ads Overlay Ads: Ads that run concurrently with video content in the lower part of the video player. This ad type does obstruct the video to an extent and runs for around 5-15 seconds, before collapsing into a smaller size. Generally, this ad type will cover 20% of the bottom of the video content, but will not force the viewer to watch the ad before consuming the intended content. Non-overlay Ads: Ads that run simultaneously with the video content but below the main area of video playback, meaning that they do not obstruct the visual content. In-Stream Video Ads Instream video ads can be further divided into the following two categories: Skippable and non-skippable. Skippable in-stream ads play before, during, or after other videos. After 5 seconds, the viewer has an option to skip the ad. This type enjoys a better reputation among users because it doesn’t force them to watch the ad until the very end. With CPV bidding, you pay when a viewer watches 30 seconds of your video (or the full duration of the video if it's shorter than 30 seconds) or interacts with your video, whichever comes first. Non-skippable in-stream ads are 15 seconds (or shorter) and play before, during, or after other videos. Non-skippable video ads make viewers watch up until completion. Viewers don't have the option to skip the ad.. However, they also have a higher viewer abandonment rate compared to other video ad formats. Ad formats for YouTube YouTube is more than a behemoth of a social media video platform, it’s also the second largest search engine in the world. Skippable in-stream ads Non-skippable in-stream ads Bumper ads In-feed video ads Masthead ads Responsive display ads Set up a video campaign on YouTube YouTube and Google Ads solutions cover the whole funnel’s business goals: from brand awareness and leads generation to sales conversion. In-class and in-group exercise 1. Point of view: what do you think about video advertising? What do you think are the main pros and cons of this type of ad? 2. Now imagine that you are the B2B division of American Express: would you consider using video advertising in your overall marketing strategy? 3. Imagine that you are a brand of clothes for kids: would you consider using video advertising in your overall marketing strategy? Why? Additional readings YouTube advertising formats https://support.google.com/google-ads/answer/2375464 https://support.google.com/youtube/answer/2467968?hl=en https://www.youtube.com/intl/en_us/ads/how-it-works/set-up-a-campaign/awareness/ Facebook Video Ads: The Guide Marketers Are Looking For https://adespresso.com/blog/facebook-video-ads-guide/ LinkedIN video Ads https://business.linkedin.com/marketing-solutions/native-advertising/video-ads Sources https://www.techfunnel.com/martech/video-marketing-trends/ https://www.statista.com/statistics/271612/percentage-of-digital-video-viewers-in-the-united-states/ https://invideo.io/blog/video-marketing-statistics/ APPENDIX Setting up a campaign in YouTube 1. Choose a Goal Proprietary + Confidential Choose a goal When creating a new Video campaign in your Google Ads account, you’ll select one of these campaign goals: Sales, Leads, Website traffic, and Awareness and consideration. Proprietary + Confidential Choose a goal Proprietary + Confidential Choose a goal 2. Spend your budget effectively Proprietary + Confidential Set up your bid strategy and budget Your budget influences how often your ads show and how prominently they’re featured. Your bidding determines the way your budget is spent. You can choose to put your money towards getting people to view your ad, click your ad, or make a conversion on your site. Learn more about campaign budgets and bidding. Proprietary + Confidential Set up your bid strategy and budget Proprietary + Confidential How to decide the budget? Google Ads will try to spend your total budget evenly over the duration of your campaign while taking into account higher and lower traffic days to optimize your campaign’s performance. You’ll only be billed up to the amount you enter for a campaign, even if Google Ads serve more views or impressions than your budget allows. On days when you’re more likely to get clicks and conversions, you may spend more. However, over the course of the month, your budget will average out to the amount you enter in Google Ads. 3. Reach people searching Proprietary + Confidential A network is a place where your ads can appear. Choose the networks where you want your ads to run: Video partners on the Display Network: Otherwise known as Google video partners, your ads can appear on sites and apps on the Display Network. It’s recommended to keep this option selected, as it can help you expand your reach beyond YouTube. YouTube: YouTube shows ads across several properties, such as search results, YouTube videos, channel pages, and the YouTube homepage. Google TV: Google TV shows ads on Google TV channels and top video-streaming apps on the Google TV platform. Currently the Google TV network is only available in the U.S. Proprietary + Confidential Choose your content exclusion settings, which lets you opt out of showing your campaigns alongside content that may not be appropriate for your brand or product: Inventory types: With inventory types, you can opt out of groups of sensitive content that don’t align with the brand or message of your campaign. Learn more About content exclusions for Video campaigns. Excluded types and labels: Select content types and digital content labels to exclude from your Video campaign. For example, you can exclude your ads from running next to live streaming videos or content labeled for mature audiences. Learn more About content exclusions for Video campaigns. 4. Organize ads Proprietary + Confidential You can create ad groups to organize your ads by a common theme: For example, if you sell desserts, beverages, and snacks on your website, you could create one ad group for each product category (for a total of 3 ad groups). With ad groups, you can refine your targeting to better reach your intended audience. 1. Define the people that you want to reach with your ads. You can choose from: Demographics: With demographic targeting, you can reach people who are likely to be in demographic groups that you choose, including age, gender, parental status, or household income. Learn more About demographic targeting. Audiences: Audiences are groups of people with specific interests, intents, and demographics, as estimated by Google. Learn more About audience targeting. 2. Narrow your targeting by adding relevant keywords, topics, and placements. Avoid adding too many keywords, topics, or placements, as it may prevent you from reaching your audience. ○ ○ 5. Create relevant ads Proprietary + Confidential You can create ad groups to organize your ads by a common theme: When creating your ads, focus on giving your ads relevant headlines, calls-to-action, and other creative features that inspire your viewers to take action. You can create multiple ads (up to 30) when building your campaign. You can create a video in the Asset library using our predefined templates, or select a video you’ve uploaded to YouTube. Proprietary + Confidential Creative options available across all ad formats: Your YouTube video: Search for a video you’ve uploaded or paste the video URL from YouTube. Final URL: Provide the final URL, which is the landing page people visit when they interact with your ad. Final URL can be the same or different from the display URL and it won’t affect the page that people land on when clicking your ad. Call-to-action: Enter a call-to-action that compels people to click on the ad. The call-to-action appears as a button on ads and sends people to the URL you used for the final URL. Creative options available for specific ad formats Headline: Enter a headline that promotes your product or service. Available for skippable in-stream ads, non-skippable instream ads, and bumper ads. Display URL: Provide the display URL, which is the website address that appears in your ad, and as long as 255 characters. Display URL can be the same or different from the final URL. Available for skippable in-stream ads, non-skippable in-stream ads, and bumper ads. Long headline: Enter a longer version of the headline that promotes your product or service. Available for in-feed video ads. Description: Enter a description of the product or service. Available for in-feed video ads.