The
wind in the digital advertising industry is blowing towards video
marketing. It is not something that is just blowing in the air as the
fact is backed up by a number of stats and figures. In 2012, Video
emerged as the fastest growing advertisement format in the industry.
Industry reports indicate that 95% of the information or message is
retained by viewers of a video, while only 10% in retained while
reading a text-based promotion. Thus, in creating brand awareness and
brand recall, videos can be far more effective than texts and
banners. There is also reports that watching promotional videos are
helpful in making 52% of consumer buy the product. Moreover, there
are reports that 59% of senior executives prefer videos over text.
There are also reports of effective conversion rates through animated
explainer videos. It is reported that animated videos increase
conversion rates by 20%.
Thus,
with such strong stats at hand, it is just not possible to scrap a
video advertisement strategy on the account of ROI. These ads may be
interruptive and can backfire on marketing strategy. Therefore, it is
necessary to roll them out with utmost care. Preroll videos should
always be integrated with adequate attributes or entertainment,
information and the emotional lift up that strikes the right chord in
the audience. The primary use of pre rolls is to drive brand
awareness and drive website traffic. These video ads are also used
for lead generation and ultimately a sale. Marketers have been
rolling out various strategies to make video ads as effective as
possible. There are publishers who are trying out innovative models
to make a video advertisement at success. But the basics of video ads
or ads have been always the same. What matters most are Geography,
language, demographics, interests and topics. Thus, when an ad is
with the proper mixture of all these attributes, it can bring up the
most effective result.
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