Not too long ago, digital video was a nice-to-have and most of our video viewing happened via traditional, linear TV. Now, digital video is part of our daily lives. We’re watching video content for many hours a week on our phones, our laptops and tablets, and our smart TVs and streaming devices—and this has caught the attention of marketers across the world.
The average video consumption per week increased 85% from 2016 to 2020, according to Limelight’s State of Online Video 2020 report. Consumers watched nearly eight hours of online video per week in 2020.1
This upward trend has driven marketers to invest more in building video ad campaigns to reach consumers where they’re spending more of their time.
At Criteo, we surveyed more than 1,000 senior marketing executives around the world—including those in the US, UK, France, Germany, Italy, Spain, Australia, Japan, South Korea, and India—and half confirmed that more than 20% of their digital marketing budget was spent on paid video in 2020. More than a third (34%) said their paid video budget is likely to increase in 2021.2
Online video (OLV) advertising is an engaging ad format commonly used for broad brand awareness campaigns, but it’s also becoming accepted as a performance solution with the use of new features and full-funnel measurement. As consumers experience digital fatigue and their attention spans become even shorter, video ads can capture their attention across every channel and device they use and drive them through the path to purchase.
In this guide, we have five rules to follow to build the most effective OLV advertising strategy as well as video ad examples for every stage of the customer journey.
Rules for Online Video Ad Campaigns
At a time when marketers are under more pressure to prove ROI and deliver business results like sales and revenue, building the most effective ad campaigns has never been more important.
The same applies to online video advertising. It’s possible to drive these business outcomes if video campaigns are executed and measured correctly.
Follow these five rules to build a powerful OLV advertising strategy that meets your business goals, get the most professional assistance on these Broadcast advertising promos.
Create a Commerce Media Strategy
Commerce media is an approach to digital advertising that combines commerce data and intelligence to target consumers throughout their shopping journey and help marketers and media owners drive commerce outcomes (sales, revenue, leads).
To build a commerce media strategy for video, marketers and agencies must launch video ad campaigns that drive new customers from discovery to their first purchase…
…as well as campaigns that drive existing customers to discover more products or services and become repeat buyers and loyal customers…
All of these campaigns should ideally be running at the same time through the same technology partner to drive audiences from one stage of the customer journey to the next. This also gives marketers the ability to track audiences from their initial video exposure to click and conversion.
As the customer journey becomes increasingly digital and the lines blur between shopping and other digital activities, the time between brand discovery and conversion is shrinking. Marketers with active online video campaigns for every stage of the purchase funnel are more likely to make a lasting impression on consumers across touchpoints and influence those rapid purchase decisions.