In a world of luxury brands and mega budget campaigns, it’s become incredibly difficult for your brand to stand out.
Consumers see thousands of brand messages per day, and video ads now come standard as a part of the online experience.
Video content is a captivating mechanism to cut through all of that clutter, though, and consumers are engaged in online video ads now more than ever before. According to our internal data, in-stream video ads deliver a click through rate 4.5x higher than Flash ads, and 2.7x higher than rich media units. In fact, users are now actively seeking out video content to inform and influence major purchase decisions. Google released a study in November 2013, showing that 37% of auto shoppers used video sites to perform research before making their auto purchase, typically seen as the second largest purchase consumers will ever make.
Simply running a video campaign won’t guarantee success.
Many advertisers are hurting their brand image with low quality video campaigns. Consumers actually breathe a sigh of relief when a low resolution video ad is nearing completion. They just can’t wait for the ad to end – it’s that painful. A study recently released by PointRoll Science — a founding company that became part of Cofactor — through an exclusive partnership with research firm PlayCollective, collected and analyzed biometric data as study participants viewed a combination of high and low resolution video ads. The study results confirm what most of us assumed: high resolution video improves perception of a brand’s image and increases user attention through the duration of the video. More importantly, the study shows that the reverse is true: low video quality turns viewers off and hurts brand perception.
Modern consumers see an overwhelming number of ads on a regular basis, and are very discerning about the content they ingest. Every new ad is compared against a memory bank of exceptional brand experiences. You have just a few frames to draw in the consumer and to create a positive brand experience. And in the age of public shaming, a poorly executed ad can quickly earn you a spot on one of many sites calling out poor advertising. Clearly not a good method for boosting your brand image.
The solution isn’t as obvious as you’d think.
If only it were as simple as “just show high quality video,” everyone would be doing it. (And you wouldn’t see so many pixelated ads while playing Words with Friends or browsing Gawker.)
To start, there are device types and connections speeds to worry about. The long list of publishers throws a wrench into smoothly scaling a video campaign, because each publisher needs a specific video format, specific bit rate, and specific file weight. Self-serve video encoding vendors hardly fit the bill for a complex campaign, and production houses can leave advertisers scratching their heads over a lengthy turnaround time and a hefty invoice for each file produced. In an industry of last minute needs, these vendors quickly fall short. It’s easy for you to give up at this point and sink budget back into traditional display media, but remember, a properly executed video campaign can substantially increase a campaign’s performance.
A partner can help.
With so many challenges staring back at you, how can you possibly succeed with video?
Start by working with technology vendors who can ensure your brand message is always displayed at the highest quality, without extra burden to you through the production process. They should maintain healthy relationships with a long list of leading video publishers, allowing you to scale your videos easily and keep your costs and production time to a minimum.