n a previous Reel SEO article, I asked our readers three problems about creating an helpful mobile video strategy that focused on the viewers that were watching, discovering, and sharing mobile videos. In this post, I will tackle three more important problems:
- When should you advance your mobile video content with paid media?
- How should you measure your mobile video ad campaign or marketing?
- Why is Snapchat the horse of a different color you have heard tell about?
When Should You Advance Mobile Video with Paid Media?
As the YouTube Inventor Playbook for Brands observes, given the sheer number of video content obtainable on the Internet, “It is risky to assume that your content should be organically discovered by a large viewers”. Video marketers need to organize for as big an audience as possible. So, if brands do not already have millions of likes, subscribers, or followers, they will need to seed their content when it begins. Indeed, when they do not have an existing YouTube engaged social media following or subscriber base, many brands use paid advertising to accelerate audience building and ignite sharing.
For instance, the YouTube platform lets you to promote your Owned Media (video content) by letting you choose it as Paid Media (paid video advertising) so as to ignite Earned Media (“free” views obtained when people distribute the video ads). But why have to brands do that? Well, as YouTube confirms, many plans can generate “at least one gained view as a finding of every two paid views”, and that is a pretty decent recent on speculation. Social platforms Twitter and Facebook offer similar options to take advertising promote videos contents on those sites.
Certainly, ad blockers throw a spanner into the works of all of these plans. According to the IAB,34% of the US inhabitant uses ad blockers. This trend is picking up pace. So, the keys to achievement in 2016 are to: (1) manufacture great, relevant videos that people want to share and watch, and (2) make unquestionable that the 66% of your target viewers which still does not use ad blockers discovers them..
How Could You Measure a Mobile Video Marketing Plan?
When it comes to gauge results, here is the good news: the love affair with the “watch” is long gone – although some agencies confess that they are still convincing their audiences that the view counter is merely an useless metric. And here is some even good news: more and more trademarks are looking closely at metrics which measure engagement and attention (e.g. dwell time, interactions and completed views).
Even though a brand’s primary purpose for online video advertising is growing brand awareness, then as I describe back in September, video marketers can use Google’s Brand Lift surveys to ad recall, measure brand awareness, and brand attention among users who saw their ad versus users who didn’t see their ad.
And Brand Lift gives actionable insights into what happens between conversion and exposure. Google recently showed additional metrics to describe you how your ad resonates at the later period of the purchase journey including favorability, consideration, and purchase intent. And unlike other key that can take months to give limited results, Brand Lift takes actionable insights in a matter of a few days, so you can adjust your plans in close real-time. Brand Lift also connects your advertising to lift in organic searches on YouTube.com and Google.com, so you can understand what impact your ads have on driving attention in your brand and products.
Since opening Brand Lift in 2014, brands have made more than 10,000 studies across video advertising and display on mobile, desktop, and tablet providing a wealth of actionable insight. Mondelēz International was confronted with the choice of choosing between two innovative versions of an ad for a good flavor of Trident in Brazil. So, Mondelēz tested both versions and then absolutely ran the winning ad with ad recall jumping 23% higher for the best version.
Nissan in Canada learned that their advertisements for its micromodel resonated more with women in two age collection: 25 to 34 and 45 to 54. They were able to change their media targeting to drive greater impact.
And these results are not unique to Mondelēz and Nissan. In analyze over 50 Google preferred studies, 94% of brands have seen a lift in advertisement recall, with a normal lift of 80%. An analysis of over 800 brand lift studies exposed that 65% of brands were able to drive a lift in keyword finds on Google.com with a normal lift of 13%. In other words, Google’s Brand Lift allows video marketers measure each moment that matters.
Now, some leading advertisers are thinking about using online videos advertising to drive significant metrics like viewer purchase intent. Two recent researches show just how much video advertising on YouTube can assist in each part of the sales cycle, from study, to purchase.
Since June 2015, a team from Google and YouTube looked at all of the Brand Lift data, which included a huge number of plans across many different verticals. The research found TrueView ads saw a 35% lift in purchase intent from the watcher.
So, YouTube state that TrueView ads are a necessary step in the sales process, driving an increase in brand consideration for 57% of the plans included. TrueView’s skippable ad format also gives watchers the choice to watch, engage with an ad, or to skip it, and that’s a great bonus for viewers.
To see how this choice has a positive result on campaign metrics, the research also included viewers who spent 30 seconds (or more) of a video ad. It found that the metrics were better, with purchase intent 19% higher.
Previous Google study indicates that the longer a watcher stays watching a video ad, the bigger the potential for a rise in brand visibility. That also means a lift in purchase intent. Brands should optimize for this intent by making content that watchers will stick with. A great instance of this comes from Gillette, who set out to target a definite demographic (millennial men). It created a plan to teach men how to shave, based around the history of shaving, and other closely related subjects.
In relation to Tubular Labs, “100 Years of Hair” has 13.6 million watchs and a total of 10,500 engagements (4,000 on YouTube, 5,700 on Facebook, and 726 on Twitter). in relation to YouTube Analytics, 84% of viewers watched at least 85% of the ad. In relation to Google’s Brand Lift solution, Gillette finds grew by 211% and clicks grew by 111% (biggest increase ever for the brand). And in relation to Gillette, “100 Years of Hair” delivered more than surpassed sales expectations and 500,000 clicks-to-buy by up to 4X across seven markets.
Want even more feature? Then view “Gillette Wins With a Digital-First Approach for Gillette BODY | YouTube Advertisers.”
Video Promotion and Snapchat
This brings us to Snapchat, which is a horse of a completely different color. In relation to Evan Spiegel, who is CEO of the mobile application and the co-founder, “Snapchat discards content to concentrate on the feeling that content brings to you, not the way that content looks.”
For instance, Snaps are video messages or picture taken and shared with friends on Snapchat in real-time. Snaps can be watched for up to 10 seconds, depending on the amount of time the viewers chooses. Snapchatters can select to have their video or photo saved in their phone’s photo gallery or just sent to their friends. By default, Snaps vanish from the screen once they are watched – unless your friend wants to keep it, such as with a separate camera or screenshot. Snaps are meant to make talk more spontaneous, fun and visual.
However Stories string Snaps together to make a narrative that lasts for 24 hours. To make a Story, a user selects to add their Snaps to their Story. Depending on their settings, the videos and photos added to a Story can be watched by either all Snapchatters, just the user’s a customized group or friends. Stories honour the true nature of storytelling – in sequent order with a beginning, middle and end.
To monetize Stories and Snaps, Snapchat presented 3V advertising in June 2015. Here is a YouTube video of Spiegel explaining the chance – back then.
According to study by Millward Brown Digital, 93% of Snapchatters showed to an ad for the Universal movie Furious 7 liked and loved it. And there was a 3X likeliness that a Snapchatter who saw viewed the ad saw the movie as opposed to non-Snapchatters of the same sample.
That was seven months. Today, there’re more than 100 million active daily active Snapchatters. And Snapchat is getting over 6 billion video views each day. So, this is yet another key segment that watches, discovers, and shares mobile videos – that are ephemerous.
Videos Marketers: Keep Up With Those Metrics
Video advertising and marketing are evolving at an extraordinary rate. None of us could assume that people already knows this stuff because someone posted it somewhere at some time. That is why Iam sharing these tips again with ReelSEO readers.