As per the research conducted by eMarketer, advertisers continue to see a shift in marketing dollar towards Mobile and Desktop advertising, though as high as 60 percent of campaigns utilize cross-device targeting, including connected TVs.
TV Viewing accounted for 11 percent of Campaign targeting as that enables advertisers to achieve their campaign objectives with technology that allows for audience behavior across devices, adding reach to their linear TV advertising. Addressable advertising helps advertisers reach audiences at scale with a brand experience that is customized based on the viewers choice. Advertisers can optimize ads based on the choice of content and advertising.
Viewability is the most common advertising objective. View Through rates and Click Through rates are the other common video advertising campaign measurement objectives.
An aggregate of 45 percent more campaigns utilized connected TV and cross-device behavior as compared to Q1 2015. Mobile advertising in itself grew by 50 percent.
The most popular ad duration is 30 second ad spot followed by 15 second.
Nearly 96 percent of programmatic campaigns were bought with a Guaranteed CPM.
Strong characterizations is one of the factors that lend to the relatability for a story. Encouraging audiences to empathize with characters creates a unique bond. Inspiring emotional understanding brings audiences to delve further on the story and explore the subject matter.
Brand Storytelling with Content requires Brands to start a conversation with the targeted audience that helps them see the usefulness of the Brand in their lives and thereon engage audiences in an ongoing conversation. Brands that seek to evoke emotions with fans and followers, can use different types of content to tell the Brand Story. Brand Storytelling can be used to engage audiences at different stages of Consumer Journey right from brand discovery to post purchase or advocacy stage.
Use Animated Characters In Your Live stream
With Periscope you can now enliven your Live stream and generate UGC for your brand featuring animated characters that are so dear to your audience. The new periscope features allow your Livestreamed content to be searchable on Social networks.
Photos, Video Clips and Animated GIF’s
Visuals are known to be more engaging. To be able to capture the sentiment of your audience with the visuals makes for campaigns that resonate with and engage your audiences. Starbucks post for “Frappucino Happy Hour” with a free 3 mos of Spotify Premium, engages audiences with musical notes in the image.
Use Content Fillers on Social Media to keep the audience interest alive in your Brand or Campaign by adapting content to be used as a filler to further your brand story. Snickers brand strategy keeps the audience engaged with content that is adapted and optimized for different contexts and products, while taking forward the positioning of “You’re not you when you’re hungry”.
Target created a Holiday Adventure Series that led through a maze of presents presenting a number of options that were available for gift shoppers, while building on the story of a magical quest to light up a ridiculously Giant tree.
Create Video Content and Contests For Themed Engagement
Oreo’s Open up with Oreo themed campaign takes forward the campaign idea of openness making the brand relatable in different contexts. The storytelling approach here builds on the idea of inspiring openness and curiosity in every day lives .
“As a brand that inspires openness and curiosity every day, OREO believes that, if we begin to open ourselves up, we’ll make more meaningful connections and discover that we have more in common than we think, no matter where we live or what walk of life we come from,” said Jennifer Hull, Brand Director Global OREO.
Oreo has earlier taken the idea of “Wonderfilled Moments” to tell the story with video clips that generate enthusiasm with the audience with an experience #PlayWithOreo that directs users to a link with recipe.
Use Video Contests to engage users with a theme that establishes your brands’ support for a cause, that can be used to package your brand as a socially responsible brand by supporting a cause or promising benefits that generate positive association for the brand.
If you are looking at a product centric campaign then a series of simple quizzes or content that is useful can bring forth the product features and help you build your story. Ben & Jerry’s post on Instagram about Flavor Facts created more than average engagement.
Product shots that are exclusive create recall for your content. Another interesting way to approach the visual treatment is to see attributes that are closely associated with your brand and use those attributes to create a unique style for your posts.
Brand Content For New Launches and Offers
Ben & Jerry’s uses video on Instagram effectively to make the story relatable with links.
Amazon’s Prime Now builds on deals and ultra-fast delivery promise with social media posts.
Brands that rely on social media referrals can use posts that showcase consumer reviews or user-generated content to endorse the Brand Story. A simple compilation of Users with images in a video format can engage audiences making them feel part of the story while helping you achieve your campaign objective.
Periscope has announced the introduction of newer features such as Periscope Search, Broadcast from drones and an ability to save Broadcasts beyond 24 hours.
According to “Coming Soon”, on Periscope, your broadcasts are updated and are saved with Twitter comments and hearts. You can now interact with your broadcasts captured from a Drone or a GoPro allowing for a live feed with a commentary.
According to the blog post, you’ll be able to search for broadcasts by title or topic. When you tap on the search button in the Global List, you’ll see a list of suggested topics to search for, including #Travel, #Music, #Food and more. To broadcast about a topic, simply tap the Broadcast button in the topic’s search results to add the relevant hashtag, or add the hashtag to your title directly.
Twitter’s research of over 9000 Direct Response campaigns revealed that the campaign performance on Twitter is determined by the characteristics such as the length of the Tweets, specific information shared and rewards offered. There are an overall nine set of factors that were found to be common among high performing Tweets.
For discounts, percentages beat dollars
Tweets that advertise percentage discounts have a 40 percent lower CPA than Tweets that promote dollars-based discounts.
Results are spelled N-E-W
Tweets that talk about new products or services have a 10 percent lower CPA, a 23 percent higher clickthrough rate, and 26 percent lower Cost Per Link Click (CPLC).
Keep it short
Tweets that fall in the range of 40-60 characters have the lowest CPA compared with Tweets of any other length. Tweets with 100-120 characters have the highest CPA.
Ask a question
Tweets that ask a question have a 9 percent lower CPLC and a 16 percent higher clickthrough rate than Tweets that don’t.
Offer a prize
Tweets that promote a contest have a 40 percent lower CPA and a 1 percent lower CPLC.
Emphasize What Matters
Promoted Tweets with 20 percent or more of their characters in caps resulted in a 2 percent higher CPA reporting a 9 percent lower CTR.
Build Buzz With @ mentions
Tweets that mention another handle have a 6 percent lower CTR and a mere 3 percent higher CPLC.
Lay off the hashtags
A Tweet with one or more hashtags reported a 24 percent higher CPA and a 3 percent lower CTR.
Test your creative
Vary image types and copy for two to three Tweets from each campaign and replicate the more successful Tweet formats.
Another Tip shared by Twitter is to include words that communicate urgency, though only 13 percent of Tweets were found to use such words.
“Tweets with urgency words like hurry, fast, quick, running out, and limited time have a 10 percent lower cost per acquisition (CPA) and a 10 percent higher clickthrough rate (CTR). “
eMarketer estimates US digital video advertising spend will increase to USD 9.84 billion in 2016, a 28.5 percent change from the previous year. The growth is likely to continue with Digital Video ad spend projected to increase to USD 11.72 billion in 2017 and USD 16.69 billion by 2020.
