Online video can also be a powerful performance driver
Posted: Tue Dec 17, 2024 5:18 am
Now, seven months into the pandemic, brands continue to face many uncertainties. But there are some aspects of the “new normal” that are clear. Social distancing requirements have led to people spending more time online than ever before, which has rapidly accelerated e-commerce, e-learning, and remote work.
This online surge has made it increasingly critical for businesses to maximize their digital presence, reach potential customers, and engage them in the buying process.
While video has played a huge role in the marketing funnel since long line database before coronavirus, many marketers have been slow to recognize its full potential.
The fact is, beyond its brand-building benefits, online video can also be a powerful performance driver. As we found in a recent study, for example, 70% of people say they have purchased a brand as a result of watching it on YouTube.
The fact is, beyond its brand-building benefits,
Whether you’re a brand marketer focused on creating demand or a performance marketer focused on fulfilling it, I encourage you to think about video ads more broadly and as a driver for both — especially now, at a time when every media dollar needs to stretch a little further.
Here are three video marketing strategies, inspired by successful brands, that can help you leverage video for either goal.
3 illustrated icons represent the concepts of making simple, strategic creative tweaks, optimizing for relevance, and helping satisfy demandImage: ► 1) Keep it simple, with strategic details
► 2) Optimize relevance ⚙
► 3) It has to satisfy the demand
►Keep it simple, with strategic details
At this point, most brands have grown accustomed to adapting to address changing consumer behavior, especially retailers facing continued restrictions in their physical stores.
Retail brands grappling with this shift have found that small changes to their video campaigns can help further their e-commerce goals.
The marketing team redesigned the existing video creative, updating it with timely messaging about new offers.
L’Oréal USA, for example, is proof that simply updating a text overlay or call-to-action (CTA) can improve your bottom line at a fraction of the cost.
This spring, when the company faced retail store closures for some of its direct-to-consumer brands, such as Kiehl’s, the marketing team adapted its strategy to focus on e-commerce and drive efficient visits to retail websites.
L’Oréal repurposed existing video creative by adding a call-to-action about a new “Friends and Family” deal. The team then ran the creative as a TrueView for Action campaign, prompting users to click on the offer. This approach helped meet conversion goals and also showed benefits earlier in the customer journey.
As Oliver Hobbs, Data & Media Activation Director for L'Oréal USA's Active Cosmetics Division, explained, “The campaign's cost per landing page visit exceeded our expectations and delivered an average campaign 4x more efficient than some of our other tactics. This approach also allowed us to measure search lift for brand- and product-related search terms.”
►Optimize relevance
To make the most of your spend and build meaningful connections with your customers, ads need to reflect their interests and intent. By understanding and responding to their preferences and behavior, you can reach viewers over time with a campaign that responds to where they are in the path to purchase.
One company that has done this successfully is smart security services provider ADT. After research indicated that specific audience segments were more likely to be interested in security systems, ADT created personalized messaging to reach these segments.
This online surge has made it increasingly critical for businesses to maximize their digital presence, reach potential customers, and engage them in the buying process.
While video has played a huge role in the marketing funnel since long line database before coronavirus, many marketers have been slow to recognize its full potential.
The fact is, beyond its brand-building benefits, online video can also be a powerful performance driver. As we found in a recent study, for example, 70% of people say they have purchased a brand as a result of watching it on YouTube.
The fact is, beyond its brand-building benefits,
Whether you’re a brand marketer focused on creating demand or a performance marketer focused on fulfilling it, I encourage you to think about video ads more broadly and as a driver for both — especially now, at a time when every media dollar needs to stretch a little further.
Here are three video marketing strategies, inspired by successful brands, that can help you leverage video for either goal.
3 illustrated icons represent the concepts of making simple, strategic creative tweaks, optimizing for relevance, and helping satisfy demandImage: ► 1) Keep it simple, with strategic details
► 2) Optimize relevance ⚙
► 3) It has to satisfy the demand
►Keep it simple, with strategic details
At this point, most brands have grown accustomed to adapting to address changing consumer behavior, especially retailers facing continued restrictions in their physical stores.
Retail brands grappling with this shift have found that small changes to their video campaigns can help further their e-commerce goals.
The marketing team redesigned the existing video creative, updating it with timely messaging about new offers.
L’Oréal USA, for example, is proof that simply updating a text overlay or call-to-action (CTA) can improve your bottom line at a fraction of the cost.
This spring, when the company faced retail store closures for some of its direct-to-consumer brands, such as Kiehl’s, the marketing team adapted its strategy to focus on e-commerce and drive efficient visits to retail websites.
L’Oréal repurposed existing video creative by adding a call-to-action about a new “Friends and Family” deal. The team then ran the creative as a TrueView for Action campaign, prompting users to click on the offer. This approach helped meet conversion goals and also showed benefits earlier in the customer journey.
As Oliver Hobbs, Data & Media Activation Director for L'Oréal USA's Active Cosmetics Division, explained, “The campaign's cost per landing page visit exceeded our expectations and delivered an average campaign 4x more efficient than some of our other tactics. This approach also allowed us to measure search lift for brand- and product-related search terms.”
►Optimize relevance
To make the most of your spend and build meaningful connections with your customers, ads need to reflect their interests and intent. By understanding and responding to their preferences and behavior, you can reach viewers over time with a campaign that responds to where they are in the path to purchase.
One company that has done this successfully is smart security services provider ADT. After research indicated that specific audience segments were more likely to be interested in security systems, ADT created personalized messaging to reach these segments.