The addition of video can really improve your advertising. Video can show lot more than simple text and images can. It can give the consumer a far better impression of your products and services.
However, like many forms of advertising, the impact of a video ad can still be minimal at best. You may be wondering if there are ways you can reach further with your video campaigns. Below are few strategies you can try.
1. Track CPV
As with any advertising campaign, you need to have the ability to track the success of your video ads online. If you are using the paid advertising route, one metric you should certainly be tracking is CPV, which is short for cost per view. This is the amount you are paying to obtain a single view on your video ad through an ad service that places your videos on different websites or search results.
CPV can actually fluctuate. If it increases in price, this is evidence that there is increased competition in an ad service that uses an auction based system. It could also be evidence that your ad may be experiencing fatigue with the market. Either way, lower CPV is preferable since it allows you reach for more people with your ads at a lower cost. The market for digital video ads will reach $5.4 billion in 2016.
2. Take Advantage of Video Remarketing
Another way you can expand the reach of your video ad campaign is by implementing video remarketing. This is a service available from AdWords that can be used on YouTube and other Google partner sites.
For example, a person may view one of the videos on your YouTube channel. Using video remarketing, other videos on your channel would then be suggested to that user on YouTube’s main page or in the suggested videos panel on the right. Video remarketing is one great way to really increase the potency of your video campaign and cross-promote different products and services you offer.
3. Consider Other Audiences
To really expand the impact of your video ad campaign, you need to make sure you increase the possibility of different groups watching your video. For example, according to Gallaudet University, there are approximately 1 million deaf people in the United States. If you want to reach these consumers, you need to use subtitling services for the video production.
Similarly, many people don’t speak English as a first language. Providing subtitles for every major language in the regions your company sells its product can help solve this problem. Certain foreign markets like China, for example, are becoming increasingly important to many companies’ bottom lines.
4. Consider Cultural Expectations
If you do want to expand your reach to foreign markets with your videos, you need fine tune your video content to meet the expectations of different cultures. In regards to China, there are many restrictions on video media and entertainment you should be aware of. For example, depicting ghosts or the occult is actually banned in China. Similarly, if you want to market your video to the Arab world, you should probably not depict actors consuming alcohol.
5. Make Your Campaign into a Serial
As you may already know, the most successful advertisements are ones that last for more than one ad. Just think of all the commercials that star the World’s Most Interesting Man or Flo from Progressive Auto Insurance. There are dozens of commercials that are part of these campaigns. These days, it helps to think of a video ad like a movie producer would. Think of the possibility of sequels.
However, your video content does not need to have gimmicky characters. For example, if you sell lumber, you could do a series of YouTube videos on different home improvement projects using your wood. There are many possibilities.
Overall, video is one of the best ways to market products or services on the internet. Try to fine tune your ads and your marketing strategies to reach as many people as possible with your videos. You could see a significant return on your investment.