How to approach video strategy like a marketing technologist

Focus on CTV and previous announcements and implement different measurement methods.

While the video is an attractive channel for advertisers, there is still general agreement on video ad strategy and criteria. A common misconception is that video campaigns have to be complicated to have a significant ROI.

“Use video to simplify the customer experience scenario and not make it more difficult and complicated,” Albano of MarTech, VP Merkle of CX Strategy. “Knowing early on in the planning process that it is difficult to provide integrated, effective and easy-to-use video experiences, but it will benefit the customer and the business.”

The increasing use of video ad campaigns to increase customer engagement and accelerate sales. The number of video ad campaigns will only increase with the expansion of 5G and the implementation of higher broadband speeds. This video and film have more impact than well-produced images or text in dozens of studios, including a HubSpot survey in 2020 that found 72% of customers prefer to learn more through a product or service.

“Live videos on Facebook and Instagram are viewed three times more often than pre-recorded videos,” Adtaxi’s sales director said in a recent webinar. “Implementing the right video strategy doesn’t mean much to see your brand; it means you want to transform the consumer, it means you have to look at your brand or website. It’s the way to make money for a business, instead of just watching videos.

Look for trends

Despite all the movement in the video space in 2020, all of these trends will continue through 2019. Shorter, more customizable video ads on mobile devices are still the three video space trends that have become indispensable. Marketers still earn a high ROI if they buy programmatic ads the right way.

“Don’t underestimate the data that can be captured in programmatic ad campaigns.” “It has the highest ROI for data and is the easiest [ad channel] to capture that data.”

And despite the many platforms, products, and tools available in the video space, there should be a primary goal for most entrepreneurs: get involved and make money from it. To accomplish this, many marketers believe that an expensive, high-quality video campaign is necessary, but it can work to achieve a high ROI.

“The video doesn’t have to be of high quality,” said Bob Batchelor, director of CX at Adtaxi, during a recent MarTech Today webinar. However, real videos are better received by the public. And the video doesn’t have to belong.

The seller’s best practice is to deliver customer video requests within three to four business days, and retailers with a lower budget and fewer former employees should not hesitate to deduct video content if it is still relevant. for the current campaign. To expand lower budgets, you can use multiple versions of a single video; just change the call to increase your reach and drive more campaigns instantly.

“The main purpose of your video content is to engage users within the first ten seconds.” “And think of other ways to generate video content to increase your budget by leveraging your internal team, a student, or something in between.”

Choose a channel

Which advertising channels should marketers use to get the highest ROI on their video content? O’Connor strongly recommends two affiliate TV commercials (CTVs) and online call ads.

“Regardless of the channels used, all video ads must be clickable and drive visitors to the site.” “If you haven’t implemented a video campaign yet, or if you’ve only run it in small increments, start the funnel before going straight to a connected TV.”

While CTV and its channels such as Hulu, Netflix, YouTube TV, and others are very popular, marketers need to strategically design the content of video campaigns so that it can be used on all channels and distributed on CTV, legacy ads, and social platforms. and Google. Youtube.

“Connected TV is the biggest audience right now, this is where the audience is and you have to adjust your strategy to appear before the audience,”.

Surrounding environments

Investing in an attractive environment for business and budget marketing teams generates high ROI by shortening the sales cycle while building the brand.

A great example of ROI for restricted areas comes from Sotheby’s International Art Auction House

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