It
is being suggested that “format” works the most in a video ad
campaign. This highlights the imperative of objectives of a campaign.
Here is an example how the format can be a pin point in harnessing
the potential of an advert up to the fullest extent. An advertisement
agency in Pittsburg named Brunner Inc. once produced an interactive
online video ad campaign. They were working with digital video
producing company BrightRoll and the client was Cub Cadet RZT. The
video was a promotion to the zero turn riding mower by the company.
The
campaign was oriented towards offering an interactive element with an
objective to support the Test Drive Campaign throughout the nation.
The aim was to get people to test drive the product, which was
targeted nationally. The company could have restricted the strategy
only to a simple online video, but the target was something else. The
agency wanted users to know about the event through the ad itself and
hence they added the “extras” to the video. It was the
interactive layer over the pre roll section of the video. The
interactive ad allowed users to put up their zip codes and find out
if a test drive event is somewhere near them. The result of the
interactive ads campaign was excellent. There was a 128% increase in
click rates via the interactive in contrast to simple video ads. The
mobile strategy pushed the success further with 250% returns more
than the predefined target.
Hence,
it is clear that the right format when blended with the objective in
video campaigns can bring up better results to businesses. It is also
true that the reverse can bring up failures as returns. If campaigns
are rolled out without any objectives and its tandem with the format,
it is sure to meet a doom. Another way to make video ads successful
is to ad a call to action button. It should be a single click option
that puts the result upfront to viewers. Videos should bring up an
interactive nature to offer some sort of reciprocation with the
viewers. This is the main mantra of a successful video ad campaign.
This
is also the aspect that keeps digital video advertising ahead of
television advertisement. TV ads cannot provide a call to action
button as they are not interactive. Digital video ads provide the
required consumer engagement with a brand taking them direct to the
website where they get to know more about the brand. Information
sharing is another aspect that makes a video ad more effective.
Video
ads are becoming the mainstream advertisement model in the internet
sphere. It can bring up better marketing returns to brands. The
technology is still open to innovations are marketers are
aggressively foraying into new strategy breaking into new industry
verticals.
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