Videos ads are growing in popularity, and knowing how to do them right is an essential skill for any marketer. In this article, I’ll cover the anatomy of a good video, video campaign set up and effective ways to optimize your video campaigns. The most important success factor for video advertising is that the content is worth watching.
With this strategy, I’ve seen CPA figures 75% better than on the regular search side of the equation.
Especially when making new videos, it’s useful to think of videos in terms of a beginning, middle and end.
I’ll now cover some specific video campaign setup tips and video campaign optimization tips. Similar to regular PPC search settings, video campaign settings can be a little tricky, so you want to make sure that things are set up correctly. Video ads in search results are obviously more specifically related to queries than ads placed on YouTube video pages.
Conversion rates for in-stream video ads tend to be much lower as advertising is not as targeted; in fact, a recent study showed that 56% of people skip video ads that run before the videos that they want to watch. These units appear on top of videos in a box ad format and give you the opportunity to sell your items directly from your videos. Note: Call-to-action overlays remain on your video even if the video is no longer being promoted.
A big thanks goes out to Page Zero’s Dave Weber for providing insight and helping shape this article. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land.
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SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. Digital video series: What is the future of online video advertising and will it take over from TV? The Drum catches up with a cross-section of the online video industry to discuss the evolution of online video advertising. As part of The Drum’s latest digital media supplement, focused on the opportunities of online video, we are publishing a series of articles exploring a range of topics, from how to produce effective branded content to the challenges of video real-time bidding. In today’s article, we ask: What is the future of online video advertising and will it take over from TV? As for whether digital video will take over from TV, I think digital video is more likely to take budget spend away from other mediums, such as print, outdoor or digital display, rather than TV.
Our recent 2013 UK Digital Video Advertising report gives a clear indication of where things are headed in this space. As with any development within advertising, including the future of online video advertising, it depends on the audience.
The future of online advertising is intertwined with how the video on demand (VOD) market develops. I don't believe however, that TV will ever stray too far from the centre of campaigns, as it can still draw large crowds and produce high volumes of impressions from a marketing perspective.
TV will always have its place, but will come under increasing pressure to become more accountable, especially with the advent of connected TV. It is essential to understand that they are different mediums, using similar ad formats, that should be complementary to one other, like any other type of media. The future of online video advertising will focus on addressable media – the ability to target people based on their age, gender and interests. The winner will be the player that can generate the most efficiency – providing the right message to the right audience at the best price. Data will define the future of video advertising, playing a role before, during and after ads are seen by the consumer.
Online video won’t take over from traditional TV per se, it’s not simply a case of one medium replacing another. With constantly improving streaming capabilities on smartphone and tablet devices, including rising 4G network subscriptions, consumers are watching video content on more than just their TV. Online video advertising won’t kill TV, although as more and more content is viewed on smart TVs there will obviously be a shift.
We watch more than 6 billion hours of video on YouTube every month, which represents a major opportunity for businesses to reach their audiences active on this network every day.
Advertisers are able reach the right users with relevant video content in the form of display ads (ads appearing throughout the website and search), overlay in-video ads (ads located at the bottom of the video), in-stream ads (ads that play before, during or after another video is played) and in-display ads (ads appearing on the right hand column next to your video) on YouTube.
To achieve these goals, it’s important to avoid common pitfalls when running a YouTube video ad campaign. The various YouTube video ad formats suit different types of campaigns, which can help your organization better achieve a variety of goals.
If you’re trying to promote existing video content on your YouTube channel, drive traffic to your website or generate awareness of a product line or service offering, display ads can help achieve these goals. Avoid repurposing existing video content; create a video specifically for use on YouTube to generate awareness about your products, services or latest promotion. YouTube is much higher in the sales funnel compared with many other marketing tools or channels, which is why it’s essential that your business have a strong understanding of the intent of those who discover your video ad.
They aren’t likely to convert into customers from seeing your video ad for the first time, but if their intent is matched to the content of your ad, they are more likely to watch it and perform an action in the long-term after seeing more messaging in the future on YouTube and across other channels. In this example above, the user is curious about the benefits of a Smart car and would like to watch a video on the subject. The selection of the thumbnail for your video ads is critical when it comes to generating a strong marketing ROI from your content; the right image can really spike the click-through rates on your ads. You have about five seconds to impress someone to the point that they choose to watch the rest of your video before they skip your ad, close their browser or go elsewhere online.
In the first few seconds, focus on clearly defining what value users will take away from watching your video. As a form of content marketing, the point of your YouTube videos is to drive your audience to interact with your business in some capacity, whether that’s to comment on the video or buy your products. Add contact information like a phone number, website URL, Twitter handle, an email address or other pertinent contact info, when appropriate.
What strategies have you found most successful at increasing conversions with your YouTube ads? In the landscape ad agencies now work in, digital video ads are no longer so irrelevant that all consumers just skip them.
Recent figures break down the surge: online video is now the fastest-growing ad category, growing 34 percent last year to nearly $11 billion.
According to a recent report by eMarketer the global mobile advertising market will surpass $100 billion in spending and account for more than 50 percent of all digital ad expenditure in 2016.

Last year saw channels open up to video ads on apps geared toward younger audiences, such as Instagram and Snapchat. Last autumn, Activision started sharing a 15-second clip from a longer live-action video on its Facebook page and on Instagram. And with mobile Facebook adoption continuing to soar, this new study by Mixpo is especially noteworthy: Of 125 agencies, brands and publishers surveyed, 87 percent plan to run video ad campaigns on Facebook.
Content in digital video ads has changed too, something we’ve seen across all platforms. This infographic from Yume comes to us via Los Angeles Hyundai and explores “Important Details You Should Know When Placing an Ad”.
Video and in particular video advertising is a particularly effective way for brands and marketers to engage consumers while promoting their products and services.
To better understand this surge in popularity, Yannig Roth and I, Rosemary Kimani, sought to understand this shift further and wrote a book chapter on it. This new environment fueled by new technologies and social media puts the responsibility on marketers and brands to be nimble enough to have an on-going conversation with consumers, all the time.
In another contest for Danone’s South African brand Yogi-Sip, the objective was to gather creative ideas to inspire TV advertising around the theme of the coolest way to keep going. Crowdsourcing in this model is specific to the search for ideas and for the talents to execute those ideas. Our book chapter explains that simple contests were the first to appear and that other models followed in recent years.
Rosemary Kimani, an ex- advertising agency strategic planner, joined eYeka first as a senior strategic planner and then became Global Business Director focusing on US clients until April 2014. This entry was posted in Our expertise, Trends & prospective and tagged advertising, crowdsourcing, video. 11:19 am September 15, 2010 By Julian Horsey Tweet Share1 +1Shares 1Nielsen has been studying the effect of in game advertising on real-world products and its findings do show that adverts in games will increase the sales of the product in the real-world environment. The study was based on Nielsen’s US Homescan panel of more than 100,000 households, representative of the US population, including a subset of Homescan homes that scanned video game UPC (Universal Product Codes) barcodes. Nielsen compared the households that purchased at least one of the studied games before and after Gatorade branding was integrated into the games (the test group) with households that didn’t purchase one of the games (the control group). After all, your ad will be interrupting or distracting users from other possibly more important intentions. They address specific needs and hopefully provide an immediate solution with your product or service. Videos can either encourage an immediate sale or encourage people to make a purchase down the road.
Interesting and engaging videos are particularly well-suited for multiple views and sharing with others. Through the study of neuroscience, we know that the brain is confused easily confused by too much info and craves predicable patterns.
You can use call-to-action overlays and annotations as external links for a direct response. They tend to calibrate broadly (like all locations) so ensure you choose specific areas you want to target (like the USA).
This ensures each of your video ads receives equal impression opportunities, which is ideal for testing.
Just as search and display are different, it’s different for the video landscape as well.
My personal preference is to start with the YouTube Search network; I then explore the YouTube Videos network and Google Display Network advertising once I get the search network working. Just as specific landing pages work best with PPC (as compared to the home page), specific video pages works best in YouTube ads (as compared to the channel page). This kind of ad will show slightly differently depending on its location; on YouTube, such ads appear on the YouTube search results page or at the top of the recommended videos column on the right-hand side of a watch page (shown below). With this ad unit, you have 25-character headline, a display URL, a destination URL and an image (image is optional). She is the Vice President of Online Marketing Strategy at Page Zero Media where she focuses on search engine marketing strategy, landing page optimization (LPO) and conversion rate optimization (CRO). Every day, agency trading desks like IPG Mediabrands and Xaxis are using software like ours to buy ads that appear on TV content – the difference is the content is now streamed on computers, tablets and more. Advertisers are seeing the benefits of automated buying with VOD and it won't be long before they start demanding its use elsewhere.
We are rapidly moving towards being able to effectively reach a consumer on whatever screen they are using at any given time.
This will be the single highest drive behind the development of online video advertising, and could see it take the majority hold away from TV.
TV continues to be the best way to reach mass audiences and delivering high impact, but online and mobile video are very strong compliments to it. The introduction of online GRPs into the digital lexicon demonstrates a shift in the way that digital marketers are approaching video advertising, and targeting TV budgets. Linear TV’s issue of wastage, which is currently still the norm, will become less acceptable over time.
There is no doubt that the proliferation of different devices including mobile phones, tablets, living room entertainment systems, connected TVs, to name a few, are fundamentally changing how people access and engage with TV and video content. We’ll move further away from simply buying environments and focus on our specific audience and the story we tell to them. What we will see is a convergence of video media as it’s accessed through an ever increasing range of devices, it will be driven by data and differentiated by the context, not the environment in which it is viewed. Rather than take over from TV, online video advertising and TV will unite forces and become one. Additionally there are interesting second screen opportunities that can link with on demand and linear TV, so there's a lot of activity in this area. The ability to watch video content on numerous devices will continue the growth of online video advertising. In the short term online and offline planning and buying will continue the process of convergence. Video actually has the opportunity to complement TV as people can download video content to their phone that allows them to interact with TV programming. These videos should have a strong ROI to support the growth of your business, reach the right users and be cost effective in order to work properly for your organization.
Since these ads are brief, their main purpose is to generate traffic to your web properties.
Tell your viewers what action you’d like them to take after watching your video, like viewing another video on YouTube. An ad is populated based on the keywords used in this search; in this case, Cadillac wants to inform the user about one of its latest models. YouTube ads are based on CPV (cost-per-view), which tend to be cheaper than an average CPC (cost-per-click) of AdWords, giving you a little more flexibility in your keyword targeting.

To help encourage a YouTube user to click on your ad, choose thumbnails that are relevant to the subject of the video.
This is important because your thumbnail should give the impression that your video is from a quality source.
It’s important to wow a person by quickly catching their attention with your video ad through an offer, exclusive information or surprising messaging. In this example above, Longhorn Steakhouse discusses its new pricing on some of the most popular dishes by quickly calling out the price within the first few seconds of the ad in hopes of catching a viewers attention.
At the end of your video, focus attention on a call-to-action, either written or verbal, that tells your audience what specific action you’d like them to take. Remember to include the name of your business, as well as a logo as a part of the call-to-action for an additional reminder of who your are.
All other products, services, and company names are trademarks, registered trademarks or service marks of their respective owners.
And it’s expected to grow an average of 29 percent a year through 2017, when it would top $23 billion. Programmatic ads, which refer to the automatic process of how time is bought to reach specific audiences, now offers opportunities to improve the targeting of video ads. The ad delivery platform LiveRail quotes Nielsen OCR data that found the digital industry is only about 60 percent accurate in its demographic targeting.
Automated targeting technology is not the only reason campaigns have been successfully launched there.
The fact that mobile access to the Internet is the norm for a growing majority of usage time did not go unnoticed.
Overlay video technology places an interactive layer of clickable options overtop of a streaming video.
Her technology and business journalism has appeared in the Technology Review, the Globe and Mail, Canada Computes, the Vancouver Sun and the Bay Street Bull. Even companies that do not operate primarily online such as retail shops must still using the internet to be found and to expose their wares to the public. How can brands increase their supply of creative, fresh content while keeping their production budget in check? For example, eYeka has launched several idea contests on behalf of several brands:  Actimel yoghurt from Danone was looking for original stories of how Actimel gives people the inner strength to do great big things.
Clients post their briefs along with a budget and deadline and participants respond with a “pitch” that presents their ideas and the execution of those ideas. According to them, this helps increase the diversity of contributors, from average consumers with ideas at the first stage to professional filmmakers at the final stage.
Now working at LA-based Sensis as New Strategic Planning Director, Rosemary blends her strategic and digital background with keen consumer understanding to curate, story-tell and guide clients.
This is the first time that this type of sales lift analysis has been done for advertising within video games. The scanned barcodes were matched to a reference library of more than 14,000 video game titles. If you already have videos produced, it makes sense to start with your most viewed videos, your most popular products, etc.
For example, with almost 30 million views, Poo-Pourri is an excellent example of an entertaining video. Note: As seen below, the default in Google for YouTube video ads is the YouTube channel page.
Nielsen Online Campaign Ratings gives agencies a way to make direct comparisons to TV, and products like our own BrandPoint help them act on that reporting. However, in order to achieve this, advertisers need to be buying their media programmatically and centralising the decision-making process.
We will be creating a more effective dialogue and gaining a far deeper understanding of our viewing audience.
What’s more, as consumers are plugging their digital devices into TVs to watch online video content, they’re also seeing online video ads on the biggest screen in their homes. Part of this process is that both TV and online video mediums need to learn from each other. Online video advertising will grow into a whole new area of creativity, which we have already seen the forerunners of this year with Vine and Instagram. It’s likely they are a bit higher in the funnel, just entering the research and discovery phase when viewing your video messaging.
In some video ads, perhaps even a promotion of some kind will help improve the likelihood that your call-to-action will drive results. A subset of programmatic is real-time bidding, the ability to block inappropriate ad channels for specific audiences, and better analytics reporting -especially on mobile devices – mean that digital video ads are increasingly finding the right audience.
In Canada, spending on programmatic ads in 2014 only reached about 15%, but is expected to double this year, said estimates in another report from the company.
She is the author of the short story collections Love from Planet Wine Cooler and Dry Stories.
This rise of video advertising content has helped pave the way for open innovation, crowdsourcing and co-creation to emerge as effective solutions in the creative and advertising production processes. Tapping into the eYeka creative community, members of the crowd were asked to submit their ideas in the form of pictures, slide show presentations, storyboards or other print formats that could bring their ideas to life. The value from this type of contest comes in brands getting a high number of raw ideas to inspire their advertising. Rosemary believes that life is to be “lived” and she is passionate about travel, good food and running.
However what is and will always remain true is that consumers will always be interested in high quality entertaining content regardless of its source and delivery mechanic.
The personalisation that advertisers are used to in the online world will sync with TV advertising. Traditional TV has to keep up with the tracking and targeting capabilities of online video technologies. Finally, incorporate color into your thumbnail to ensure it stands out from other video thumbnails that appear on a viewer’s screen at any one time. Last year Instagram CEO Kevin Systrom’s personal involvement in vetting ads attracted special attention. The creator’s winning entry was featured as a TV commercial and amplified on social media networks. The online video advertising sector has to find metrics that attract the attention of the TV planners and buyers who make their decisions on gross ratings points.

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