Compelling Online Video Leads to Better Branding

by Joe Brown

How is it that certain movies are so widely revered that you can quote a line, such as “May the Force be with you,” and 9 out of 10 people will know you’re talking about Star Wars? The answer is simple: compelling video.

Sounds oversimplified, but think about it. George Lucas created video content that became ingrained in our brains. Video ads aren’t really all that different. The most memorable ones stick with us – the Tootsie Pop “how many licks” cartoon, Budweiser’s “Whassup” series, Dos Equis “Most Interesting Man in the World” …the list goes on and on. While these advertisers applied different stylistic approaches, what these video ads share in common is compelling content.

When done properly, video ads drive intent. Ninety percent of users report that watching a video about a product or service is helpful in the buying decision process. Talk about making an impact on the consumer’s thinking!

You might have noticed that I keep referring to this topic as “video ads” instead of “commercials”. This is purposeful. Commercials tend to carry the connotation of running on TV. Video ads aren’t limited to such traditional lines of thinking.

As a society, we’re spending more time than ever before online – on average, 24 hours per week. We’re even consuming our TV content in more ways than ever before through Connected TVs and OTT streaming platforms.

So, what does this tell us? 1) compelling video drives intent, and 2) humans spend a lot of time on their phones and computers…like, a lot.

Why limit yourself to advertising on traditional TV when you can reach people where they spend over three hours every day? With programmatic and geo-video strategies, you’re reaching people across their favorite websites and apps (ESPN, USA Today, Fox, etc.), imprinting your brand in their brains.

Think about it – traditional TV commercials take a user completely out of what they’re experiencing. It’s a break in YOUR content (i.e. TV show). If you’re watching TV live, commercials are your cue to grab a snack, go to the bathroom, or…you guessed it, scroll on your phone!

Online video ads can be a totally different experience, especially in-banner video ads. They don’t take users out of their current experience, but instead, capture potential consumers while they’re attentive and primed to remember your message. It’s for this reason that compelling video, even in advertising form, can become ingrained in our minds in the same way Star Wars is.

Not only is online video a powerful branding technique, it can also drive conversions. After watching a video about a product, users are 64 percent more likely to buy it online. Powerful stuff.

It’s important to tailor your video ad to serve your purpose and spread your message while your audience’s attention is captured. Online video ads must be between :15 and :30 seconds. It is important to note that the first 9-12 seconds need to be powerful. A video ad can lose its effectiveness if it doesn’t capture the viewer’s attention from the beginning.

If driving intent and higher brand recall are high on your company’s agenda, consider compelling online video as part of your next marketing campaign.

Want to learn more about how to implement online video ads for your company? Joe Brown is the Digital Sales Manager of Connoisseur Digital’s Eastern PA division and can be reached at jbrown@connoisseurpa.com. Not in Eastern PA? Call 888.819.2336 or contact us for more information.

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