Featured article by Andre Smith, Internet Marketing and E-Commerce specialist
It’s time to rethink some elements of your online advertising campaign. As you look into changes to advertising copy and consider how what stays and what goes, think about the way you are using video as part of the effort. Like all advertising elements, your videos may not be as evergreen as you think. Here are some points to keep in mind as you brainstorm new ideas for those video advertisements.
Identifying Your Target Audience
Maybe your plan for the upcoming year is to continue building a presence with the same customer demographic as last year. Perhaps you noticed while analyzing traffic that there is a niche market of consumers who are also buying your products consistently. While not neglecting the main market, this could be the year that you intentionally reach out to that niche market too.
This approach to targeted attention video advertising does not mean you put your main market on autopilot and focus all your efforts on this different market sector. All it means is that you consider retooling the videos you current use to reach your main market and devote more resources to other videos aimed at the secondary one. This two-pronged approach will allow you to increase your company’s presence in two rather than one part of the marketplace.
What Looks Great on a Smaller Screen?
You know that more people are shopping online than ever. Have you thought about what devices they are using to do their shopping? That’s right, an increasing number of consumers are using smartphones or tablets. Those screens are significantly smaller than the ones found on laptop and desktop computers. This means you need to create videos that look just as good on the small screen as they do on a larger one. Keep in mind that while some people will expand a video so it fills the smartphone screen, others will not bother. If you use elements that are as compelling on the small display, you stand a better chance of gaining new customers.
The Duration of Your Video
Attention spans are not that long when it comes to any type of advertising. Even though videos do tend to hold attention a little longer, your story must be told as quickly as possible. This is especially true if you are using video as part of a pop-up ad campaign. Do some research on how well 30-second videos perform. You could find that they resonate with your target audience and allow just enough time to make a positive impression.
Where Will the Ad Be Displayed?
If you haven’t done so before, using a programmatic advertising approach this coming year makes sense. So what is programmatic advertising anyway? It’s a strategy that allows you to establish plans for having your videos appear on specific sites and manage it using software.
As you consider which sites are likely to provide the most traffic for your advertising dollars, remember who you want to reach. That may limit the number of places where your ads appear, but if they are resulting in lots of hits every day, you still come out ahead.
Talk with an expert about video ads and what they can do for your marketing efforts. Come up with a script that speaks to your audience and can be deployed in all the right places. By this time next year, your business volume could be significantly higher.
