There’s a lot going on with video advertising these days. Marketers have more options than ever across screens, channels and formats. How do you choose what video ad tactics will work best for your brand? Although best practice in this space is fleeting, there are a few rules of thumb that marketers can rely upon to build successful video ad campaigns.
Consider Device Usage
Mobile is capturing share of digital video viewership. By 2017, 77.2 million video viewers will watch digital video content exclusively on mobile devices, up almost 20% vs. 20151. This means your video ads need to be created and delivered with mobile in mind. Content should be suited for smaller screens, and ads should be delivered across devices (desktop, tablet and smartphone).
Use Channels and Formats that Work for You
There’s a wide variety of ways to deliver your video ads. Some channels and formats may be better suited to achieve your objectives than others. For example, running video ads on social networks may boost brand performance. 53% of marketers named social networks as the digital channel best suited to achieve brand objectives with visual media2. For marketers seeking return, industry experts claim that pre-roll and interactive pre-roll are best suited to meet ROI objectives3.
Test the Latest and Greatest
The list of options across screens, channels and formats continues to grow as the video marketplace evolves. It’s important to keep abreast of new options to learn what works best for your brand and keep pace with the marketplace.
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1 eMarketer, US Digital Video Viewers, by Device, 2015-2020; Aug. 2016 2 GumGum, The Rise of the Visual Web and Why It’s Changing Everything (Again) for Marketers; Sept. 2015 3 Mixpo, State of Digital Advertising for Publishers; July 2016
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