“Retail has comprised the largest share of digital advertising spending over the past five years, which can be partly attributed to many consumers making their retail purchasing decisions online. According to eMarketer, while retailers have demanded direct response advertisements over the past five years, many retailers will move toward brand advertising, such as advertisements via video, social display and hybrid formats.” (IBISWorld: a global business intelligence leader specializing in Industry Market Research and Procurement and Purchasing research reports )
Brand-focused campaigns appear to be more popular at certain times of the year and in different sectors of the industry, especially during seasonal pushes. This differs from their investments in search and other types of direct response, which run more continuously throughout the year. See more from eMarketer.
Alright folks, you heard the statistics. With new video advertising trends, there is no doubt that online video is growing faster than most other advertising formats and mediums. According to Business Insider, video ads have an average click-through rate (CTR) of 1.84%, the highest click-through rate of all digital ad formats.
Take a look at a recent campaign from Nike called #betterforit, Nike’s ‘largest initiative yet in supporting and motivating women’s athletic journeys’. It’s about “powering [women] to be better through services, product innovation and athlete inspiration, motivating each other to push to the next level,” the company says.
“Inner Thoughts”: A video from Nike’s #betterforit campaign.
A recent source from Adweek says, “It’s a light, fun approach in contrast to more motivational Nike spots of the past, and it seems to be resonating with the average athlete….. From the YouTube comments: “It’s not often I love commercials. But this one reminds us that everyone has insecurities and that we can accomplish anything, and I think that’s a really special thing to focus on in an ad.” (Adweek)
Where do you start?
Find a goal: What do you want consumers to do as a result of seeing your ads? How will you know you succeeded? Digital advertising is highly interactive and digital video ads invite consumers to take the next step with a call to action such as downloading a coupon or finding a store-locator. These behaviors can also serve as your key performance indicators (KPIs) to evaluate the success of your digital video ads. Keep in mind that social media is critical for video ads. It is easy for consumers to view and share video’s they like. (Clickz.com)
As you start your journey towards video advertising, keep in mind a new way to advertise. Programmatic video: Programmatic advertising buying is a an automated, technology-driven method of buying and selling digital display advertising. Programmatic video buying is becoming more and more popular as video attracts more audiences than other forms of digital advertising. Find out more here.