Online advertising is not what it used to be. It is changing at a rate of knots and those who fail to keep up, run the risk of being relegated to obscurity.
Simply put, advertisers have got to stay ahead of the pack. One way that this is happening is by way of dynamic video retargeting. There is no doubt that video is the most effective and engaging advertising tool in the world, but it's also about style and substance.
Video continues to play an essential part in online advertising. The sophistication that we can now enjoy thanks to dynamic video retargeting is turning convention on its head and generating much higher returns on investment (ROI).
Believe it or not, dynamic retargeting was thought to be a cutting-edge technology for marketing campaigns - that was before dynamic video retargeting became the new standard.
Over time, advertisers have relied heavily on things like Criteo, Adroll and Google AdWords for their retargeting initiatives. Of course, dynamic retargeting was the natural progression and it has become immensely popular with marketers.
Retargeting is especially important nowadays because it allows advertisers to target customers who have previously shown an interest in certain products. The numbers speak volumes: 300 percent increases in ROI have been reported thanks to dynamic retargeting as opposed to generic retargeting.
The next step in the evolution of retargeting is dynamic video retargeting. It has a great foundation to build upon, since it uses all of the existing strategies and tools that already exist with dynamic remarketing.
But here's where it gets interesting: video has far greater appeal than conventional methods of retargeting. Far more immersion, personalization and engaging content is available when video is added into the mix.
This is true even of social media giants like Facebook which now also use video-based content for advertising purposes. You have no doubt experienced the powerful appeal of video retargeting on social media sites like Facebook.
We're going to dig a little deeper and explore unique advertising styles in video banners on the one hand and pre/mid/post-rolls on the other.
Nowadays, the industry uses animated banners and static banners. In all likelihood, you encounter static and animated banners on a daily basis. Static banners are simply text-based advertisements and animated banners are dynamic banners.
But here's the thing: text-based banners do not perform well. We are so overloaded with all manner of banner ads that they simply become an annoyance and lose all effectiveness. That's why advertisers see really low conversion rates at these banners.
A phenomenon known as banner blindness is coming into play, and you guessed it - users simply don't see them, or want to see them anymore.
Enter video banners and the dynamism they bring into play. Video banners have the potential to dramatically improve returns on investment and they add exciting content which users can engage with.
Think about a gentleman on bended knee proposing to the woman of his dreams. The full power of emotive content in the video banner is far more engaging and appealing than a mere text-based ad that reads: Buy Her a Ring!
Once we can engage on an emotional level with the content in a video banner, the conversion rates are so much higher. And think about the unlimited potential of video banners; it's simply mind-boggling.
4.Introducing Pre-Rolls with and without Voiceover
If you have already viewed a product, you are the perfect candidate for what is known as dynamic pre-roll advertisements. This type of marketing re-targets those visitors with the same products or the same category of products in the same price range.
The issue of familiarity makes pre-roll advertising so effective. You may have seen these ads when you watch YouTube videos - the preamble to the videos you are trying to watch. But the real test of effectiveness comes within just 5 seconds.
That's right - just 5 seconds to grab the user's attention with all pertinent information. If the deal is not clinched in that time, the user will navigate elsewhere or just lose interest entirely. Pre-rolls are known to increase returns on investment in a big way.
Companies that come up with highly creative ideas get great results in terms of brand awareness. A good example is Burger King's 2013 pre roll, which draws viewers' attention immediately by using the common idea that Pre rolls are annoying. More than that, the company tailors the voice over according to the target video title. For example, if you wanted to see a video titled "funny cats", the pre roll will include this title.
Various tests were conducted between videos that use voiceovers and music on the one hand and videos that only use music on the other. A leading company in this field, Treepodia concluded that videos with voiceover are far more effective at conversions.
Another important thing to consider is that of annotations. This is a useful interactive tool to engage users on a more personal level. In 2015, info cards were launched to great aplomb. But mobile functionality issues created some dissonance.
With pre-rolls, different buttons take users to different product pages, or they allow for general browsing to the category page or the homepage.
Best Practices for Video Creation
Let's summarize all of this content by describing the characteristics relating to best practices for dynamic video creation. I'm sure you will find this to be useful in your marketing and advertising campaigns.
Make sure that the video banners and the dynamic video pre-rolls grab the attention of users instantly. There is very little time to play with - just five seconds. It has to be hard-hitting content that connects with the user in a personalized way. In short, let your creative juices flow when managing video creation retargeting campaigns.
Different approaches need to be adopted for singles, couples, seniors, young folks, and the like. You may need to adjust the branding message, the images or the text used. As stated above, there must be an emotional connection between your video and the user. This will invariably evoke a better ROI and brand loyalty.
Just keep in mind that content is king. We all know this, and it is especially true in dynamic video creation best practice methodology. It is just as much about what you say, how you say it and how it is presented.
Artificial intelligence systems require that the right retargeting messages are employed to generate the best possible ROI. Content optimization is happening even as we speak, and intelligent algorithms are fine-tuning systems to create the ultimate video content. It's happening - just look around you.
Sarah Nochimowski is a seasoned professional with over 10 years of experience in business planning and performance analysis. She is an expert in telling visual stories from data using Tableau and shaping data-driven strategic decisions for leadership. With a background in international companies, ranging from luxury giants to SaaS companies, Sarah has the ability to work effectively with a variety of stakeholders, including C-level executives, product teams, and finance departments.