However, a poor execution of ad content can sink months' worth of effort and negatively affect a brand's bottom line for even longer. Recognize and deliver the right message for a consumer at the right point in time and target audiences with content specifically relevant to them. Alfred Hitchcock once said that audiences should be able to understand the plot of a movie with the sound off. These are some of the biggest pitfalls to watch out for with your brand's digital video advertising. By signing up you agree to our.
You can opt out anytime. If you have an East Coast customer ready to invest in high-end snow boots ahead of the next blizzard, apparel companies would be wise to tailor personalized marketing to that customer's need for warmth and waterproof gear. Maybe your company can use on-screen text to convey brand messaging, instead of using text as closed captioning. Daily Sign up A valid email address is required. Don't ignore the customer Know where each person is in the customer lifecycle, so your marketing team can personalize content accordingly. As we move further into a new year, many marketers are focused on the same goal for 2018: digital advertising that grabs the attention of consumers in the fast-paced landscape of social media and mobile technology. On average, the decision to swipe or stay on a digital asset occurs in three seconds and that's being generous.
Don't fret over technical difficulties No sound? Don't fall in love with vanity numbers Video engagement statistics are not the be-all, end-all. Please select at least one newsletter. Strike a balance between providing an enjoyable experience for the consumer and staying on brand. The creativity will be appreciated by your company's audiences and incentivize a meaningful call to action. If your content goes too far in one direction, you neglect the other.
As long as a consumer sees words and moving images that are thoughtfully selected, they'll get the picture and understand your brand's message. Get marketing news like this in your inbox daily. Find inspiration from other content on social media, such as listicles or do-it-yourself clips, that have a more editorial or informational approach. Use ad space in a more dynamic fashion than your brand has done in other formats. You can opt out anytime. Ascribe conversions and financial return as the measurement of video views. Three seconds isn't much time to deliver content that will get a prospective customer to stop swiping and start reading or watching what's on their screen.
While the new vertical video world may seem inhibiting, in fact, it's liberating. Don't get stuck Vary the frequency and tone of your brand's videos. The same holds true for video advertising. Don't recycle It's not in an advertiser's best interests to take assets designed for broadcast television and repurpose them on social media, ad nauseam. .
The new norms of digital video require brands to create innovative storytelling that stands out from the clutter. To convince audiences to stay instead of swipe in 2018, marketers must adhere to higher creative and personalization standards for digital content. A swipe of the finger is all it takes for consumers to zip through their vertical feeds on apps like Facebook, Twitter and Instagram. Unfortunately, many companies find themselves in a rut of how to proceed, and they wind up importing habits from traditional ad mediums that don't translate in the social and mobile-driven environment of today. Please select at least one newsletter. Embrace mobile devices as the gateway to unique storytelling and production requirements. Editor's Note: The following is a guest post from Guy Atzmon, senior vice president of creative and industry solutions at.
By the same token, someone who just bought a car from an automotive company should not receive an ad from that brand encouraging the purchase of a car. You can opt out anytime. Please select at least one newsletter. Why not split the screen, using the top half for footage and the bottom half for a graphic overlay? Don't go to extremes Messaging and entertainment operate at polar ends of the digital ad spectrum. Daily Sign up A valid email address is required. By signing up you agree to our.
As marketers evaluate what they should stop, start and continue doing in the months ahead, it's time to end these six bad habits: 1. Even if a consumer watches a few seconds of a 15-second ad, she or he may still take the desired action without viewing it in its entirety. Daily Sign up A valid email address is required. By signing up you agree to our. . .
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