Need proof? During the past year alone,
LCWA's social media team has helped launch video ad campaigns as diverse as our client roster,
targeting medical professionals, general consumers, do-it-yourselfers, business
executives and professional contractors – just to name a few! According to YouTube, people are
spending 1 billion hours watching video
each day. All you need is a few seconds of that time to make a significant
impact for your clients. Here are a few lessons we’ve learned along the way.

Know Your Type – YouTube currently offers six different
types of advertising formats. Become familiar with the pros and cons of each to
determine the best mix for your campaign strategy. For example, if your goal is
simply brand awareness, six-second non-skippable bumper ads, which automatically
play before a viewer can watch a video, may be the best option. On the other
hand, if your goal is to convey information or elicit a call-to-action, Native
Instream and Discovery ads, which have longer playing options, may be more
effective, as they can link to outside websites and sources.
Test, Compare, Test Again – Remember, it’s all about the numbers.
As a Google company, YouTube offers a host of analytics to help determine the
effectiveness of your ads. While you or your client may have a “magic number”
of view counts in mind, other metrics, such as engagement rate and time spent watching,
are often better indicators of ad performance. For this reason, we recommend
launching at least two ads at the same time and conducting A/B testing to see
which version audiences react to most. Comparing the results side-by-side, you
may find that one ad is better at capturing viewers for longer periods of time,
while another may drive more clicks or channel subscribers. From there, you can
adjust your budget and strategy to optimize results. Another tactic we’ve used
to guide video strategy is to survey focus groups prior to launch. The feedback
may be harsh, but it can be extremely helpful in determining which ads to move
forward with or tweak with further production.
Keep Creating – Even for experienced marketers,
each new video ad campaign is a learning experience. With each campaign you
launch, you’ll gain greater insight into audience trends and what it takes to
win them over. Keep creating, and have fun!
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