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Top 3 tips for improving video engagement
Viewers continue spending the most time with online video in the actual content - clips, movies and streaming programs - that with video advertising. However, about 15% of the time spent with video is now in the form of ad content. Too much advertising can lead to viewer fatigue, but as one expert notes, the key to video - as with other ad formats - is relevance.
"I think video advertising is still behind display advertising when it comes to relevance. The display ad space has taken full advantage of visitor tracking capabilities to retarget ads to visitors based on their past behavior on the brand website. SundaySky is a strong advocate for applying these same disciplines to the video advertising space," said Jim Dicso, President and Chief Revenue Officer, SundaySky. "Online video advertising has the potential to bring the best of two worlds: strong brand impact from the richness and viewer attention of the TV world, plus the performance focus and targeting possibilities from the display world. Two great tastes, that taste ever better together."
And, as with other formats engagement makes a different. Serving the right video content will engage viewers while the wrong content will having them flipping away from the screen - just as many do with traditional broadcast and cable TV ads. What's a video advertiser to do? Here are Jim's top three tips to engage viewers through the purchase lifecycle.
First, generate video in real time. "If a brand wants to engage a viewer based on the most current consumer behavior and ad context, the video should be generated at the point of a click to present the most relevant content and call to action," said Dicso.
Second, personalize the content. As with other online formats, one size does not fit all viewers. Video ads should be targeted based on profiles and past activities with your brand.
Third, focus on the return on investment (ROI). "Spending money to develop and introduce videos in hope for value isn't a sound strategy," said Dicso. "Make sure the video strategy is smart, and that you have clearly defined success criteria and a control group approach to measure the impact against this criteria."
You can read part one of my chat with Jim, including his thoughts on thefuture of video ads, here.
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