Facebook Adds Automated Captions To Video Ads

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Brands can now power the visual storytelling with Text overlays in Video advertising on Facebook with the newly introduced Automated Captioning tool. Facebook tested the Captions in Video feature with Kleenex advertising and saw significant lift in brand performance metrics. The campaign “A Shining School” was designed to capture the viewer’s attention with the mention of Kleenex brand in the first few frames to capture the viewer’s attention. The campaign resulted in a 6 point lift in ad recall and 3 point lift in purchase intent.

The new video ad format is designed for mobile users who view the ad creative in silent mode, with a view to deliver greater view through and completion rates. The Internal tests undertaken by Facebook revealed a 12 percent increase in Video View time. Facebook has also announced the availability of 100 percent InView buying option globally. 100% in-view impression buying gives advertisers the option to purchase ad impressions where the entire ad—from top to bottom—has passed through a person’s screen in News Feed.

Key Insights For Targeting Millennials This Holiday Season

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Video and Mobile are the most important content discovery digital tools and channels for Millennials. According to a study by Animoto,

  • 80 percent of millennials consider video content when researching a purchase decision
  • 7 out of 10 millennials are likely to watch a company video when shopping online
  • 76 percent of millennials follow brands on YouTube
  • 60 percent of millennials prefer to watch a company video over reading a company newsletter

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Match Product Mix To Your Target Audience

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According to Nielsen research, Many Millennials frequent WalMart, however Target is the preferred brand for Upscale Millennials. Target has focused on capturing the upscale Millennial market with a strategy focused on designer partnerships and niche home product lines. Depending on your Brand’s strategy plan an engagement strategy for sharing products that your target audience is most likely to be interested in. Use Video as far as possible in your brand site, as Millennials prefer to watch a video than read a catalog and 80 percent Millennials, view a video about the product while researching the product.

Media Strategy Based On Audience’s Viewing Habits

According to Google Insights, Millennials view video content from Smartphones and brands targeting audiences with mobile video creative are most likely to engage and deepen social media engagement.

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According to Social Bakers Brand posts achieve 24 percent impressions from Viral i.e. shared media and Organic reach unlike Media publishers posts where 98 percent posts are viral or organic. Therefore for Brands promoting posts and advertising on social networks is important to achieve the share of visibility targets. Also, nearly 80 percent Millennials have liked a video post which makes for a better interaction rate.

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Target’s strategy of focusing on Niche products and promoting products with Video advertising and Social Media posts seems to have paid off with a growth in subscribers and YouTube video views and Facebook Fans.

Target’s Facebook social media posts are a combination of useful content in video format and Black Friday deals. Overall Target increased Digital’s share of media spend by 30 percent for holiday season.

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Make Video Content That Resonates

Target has followed Brand Storytelling approach that engages users with an approach that cues in great offers and deals for Holiday Season and followed it up with a promotional video spot that announces Ten Days of Deals, with the Gingerbread Man reading the weather forecast.

 

 

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Use Influencer Marketing

Create an influencer marketing program for your brand that lets audiences draw upon useful tips, How-to’s and ideas. The Home Depot that has higher on average video views has a successful Content Strategy that features content which audiences find useful. To increase the trust for Brand’s Content The Home Depot uses Influencers successfully to get the content discovered , viewed and shared. The Home Depot Influencer Marketing program engaged Martha Stewart, for tips on Seasonal Decor Ideas including DIY content such as making a cupcake stand.

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Content Relevance

In another example from Walmart Food Hacks are gaining popularity with simple to-do recipes for Holiday Season. For your content to be shared, content  relevance is key for gaining the audience attention and time.

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Best Practices For Facebook Video Creative

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Featured Facebook Video is ideal for Brand Discovery, Building Awareness and Promoting Seasonal Offers. With the growing usage of Smartphones In-store and the increased usage of Facebook Apps, brands using Featured Video can get their products and offers discovered “In the Moment”.

The Cheesecake Factory’s Facebook post and featured video introduces  new menu items,  with catchy visual effects, and messaging to get the viewers’ attention in the first few frames – with Oversized (Big Letters and Bold Fonts) text and punctuation, making it seem conversational.  The Cheesecake Factory video is placed in the About section of the page. Featured Facebook Video is key for engaging your Brand audience and Brand Discovery with Facebook being the highest used apps among audiences above 18 years.

Native Video Advertising brought about 2X better results, across the funnel, for Brands that followed the creative Best practices. According to Opera Mediaworks, for the nine campaigns in the study, purpose-built, native video ads that auto-play in the feed drove significant lift at a 90 percent confidence level and outperformed comScore mobile norms across key metrics in both upper- and lower-funnel metrics. The campaigns that followed Best Practices outperformed the former by 3x in favorability, 3x in likelihood to recommend and more than 2x in purchase intent. From a brand awareness standpoint, the campaigns drove nearly 2x in mobile-ad recall and 2x in ad uniqueness. 

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The other best practices recommended by Millward Brown for Short Form video that have proven effective across social networks are:

Loops create an engagement

According to the research, the engagement is on account of repetition in the creative. Repetition creates positive feedback where the repeated event is found more familiar and engaging. A good example here is Snickers Hunger Bars that has repetition built-in making for greater ad recall. An important part of video loop is the way the visuals seamlessly loop from back to the beginning.

Deliver a singular branded impression

Millward Brown’s research finds that multiple messages undermine the effectiveness of  short-form ads, therefore Brands need to so with a single most important message they want users to associate with the brand. Hershey’s promotional pack of 50 chocolate bars goes with the following text “A variety of Everything  Little Witches Want”, with the visual of a witch flying across. The video of 10 secs gets the promotional pack idea designed for Halloween across effectively. Brands that are keen to promote the gift cards for Holiday Season, can use the featured video tactic effectively.

Brand beyond the banner

As important as it is to focus on the product, it is equally important to create a branded impression that grows the affinity for your brand in the short time. Use the colors and theme that resonates with the audience within a context. In the Video featured on Snickers Facebook page the brand has signed up Kyle Long from Chicago Bears to promote Snickers.

https://twitter.com/Ky1eLong/status/653014354481147904

The brand has effectively taken the campaign idea of identifying your hunger personality forward by promoting the campaign with the help of endorsement from a player who has a large following and the campaign Hashtag #EatASnickers.

Now with the new wrappers available, Snickers is promoting the new wrappers on Instagram by prominently featuring a wrapper visual and taking forward the tagline “Snickers Satisfies”. As important as it is to have your visuals and context aligned, it is equally important to have your positioning reiterated through mnemonics, taglines and hashtags.

View this post on Instagram

Having a great time on Windy City Live… #Snickers

A post shared by Kyle (@kylelong75) on

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YouTube Launches 360-Degree TrueView Ad Format

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Brands can now leverage the 360-Degree view technology introduced by YouTube with In-Stream TrueView ads that can be viewed in Chrome and the YouTube app on Android and iOS. With the icon placed within the video the viewers can now enjoy viewing the video from the angle that pleases them, or on Smartphones by moving a phone around, up and down, left and right,. TrueView 360-degree ads are seen as more engaging and viewers are likely to see the ads rather than skip through the ads as 360-degree format is more interactive.

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