In a previous ReelSEO article I asked our readers three questions about creating an effective mobile video strategy that focused on the viewers that were discovering, watching, and sharing mobile videos. In this post, I'll tackle three more important questions:
- When should you promote your mobile video content with paid media?
- How should you measure your mobile video marketing or ad campaign?
- Why is Snapchat the horse of a different color you’ve heard tell about?
When Should You Promote Mobile Video with Paid Media?
As the YouTube Creator Playbook for Brands observes, given the sheer amount of video content available on the Internet, “It’s risky to assume that your content will be organically discovered by a large audience". In other words, video marketers need to plan for as big an audience as possible. So, if brands don’t already have millions of subscribers, likes, or followers, they’ll need to seed their content when it launches. Indeed, when they don't have an existing YouTube subscriber base or engaged social media following, many brands use paid advertising to ignite sharing and accelerate audience building.
For example, the YouTube platform allows you to promote your Owned Media (video content) by letting you select it as Paid Media (paid video advertising) in order to ignite Earned Media (“free” views obtained when people share the video ads). But why should brands do that? Well, as YouTube confirms, many campaigns can generate "at least one earned view as a result of every two paid views", and that's a pretty decent recent on investment. Social platforms Facebook and Twitter offer similar options to use advertising promote video content on those sites.
Of course, ad blockers throw a spanner into the works of all of these strategies. According to the IAB, 34% of the US population uses ad blockers. And this trend is picking up pace. So, the keys to success in 2016 are to: (1) produce great, relevant videos that people want to watch and share, and (2) make sure that the 66% of your target audience which still doesn’t use ad blockers discovers them..
How Should You Measure a Mobile Video Marketing Campaign?
When it comes to measuring results, here’s the good news: the love affair with the “view” is long gone – although some agencies admit that they’re still convincing their clients that the view counter is merely a vanity metric. And here’s some even better news: more and more brands are looking closely at metrics which measure attention and engagement (e.g. dwell time, completed views and interactions).
Even if a brand’s primary goal for online video advertising is increasing brand awareness, then as I reported back in September, video marketers can use Google’s Brand Lift surveys to measure brand awareness, ad recall and brand interest among users who saw their ad versus users who did not see their ad.
And Brand Lift provides actionable insights into what happens between exposure and conversion. Google recently introduced additional metrics to tell you how your ad resonates at the later stages of the purchase journey including consideration, favorability, and purchase intent. And unlike other solutions that can take months to provide limited results, Brand Lift gives actionable insights in a matter of a few days so you can adjust your campaigns in near real-time. Brand Lift also links your advertising to lift in organic searches on Google.com and YouTube.com so you can see what impact your ads have on driving interest in your brand and products.
Since launching Brand Lift in 2014, brands have run more than 10,000 studies across display and video advertising on desktop, mobile, and tablet providing a wealth of actionable insight. For example, Mondelēz International was faced with the choice of deciding between two creative versions of an ad for a new flavor of Trident in Brazil. So, Mondelēz tested both versions, and then exclusively ran the winning ad with ad recall jumping 23% higher for this top version.
And Nissan in Canada learned that their ads for its micromodel resonated more with women in two age groups: 25 to 34 and 45 to 54. As a result, they were able to shift their media targeting to drive greater impact.
And these results aren't unique to Nissan and Mondelēz. In analyzing over 50 Google preferred studies, 94% of brands have seen a lift in ad recall, with an average lift of 80%. And an analysis of over 800 brand lift studies showed that 65% of brands were able to drive a lift in keyword searches on Google.com with an average lift of 13%. In other words, Google’s Brand Lift lets video marketers measure every moment that matters.
Now, a few leading advertisers are thinking about using online video advertising to drive important metrics like viewer purchase intent. Two recent studies show just how much video advertising on YouTube can assist in every part of the sales cycle, from research, to purchase.
A team from Google and YouTube looked at all of the Brand Lift data since June 2015, which included a huge number of campaigns across many different verticals. The study found TrueView ads saw a 35% lift in purchase intent from the viewer.
So, YouTube state that TrueView ads are an important step in the sales process, driving an increase in brand consideration for 57% of the campaigns included. TrueView’s skippable ad format also gives viewers the choice to watch and engage with an ad, or to skip it, and that's a huge bonus for viewers.
To understand how this choice has a positive effect on campaign metrics, the study also included viewers who watched 30 seconds (or more) of a video ad. It found that the metrics were higher, with purchase intent 19% higher.
Previous Google research indicates that the longer a viewer stays watching a video ad, the higher the potential for a rise in brand visibility. And that also means a lift in purchase intent. Brands should optimise for this intent by making content that viewers will stick with. A great example of this comes from Gillette, who set out to target a specific demographic (millennial men). It created a campaign to teach men how to shave, based around the history of shaving, and other closely related topics.
According to Tubular Labs, “100 Years of Hair” has 13.6 million views and a total of 10,500 engagements (4,000 on YouTube, 5,700 on Facebook, and 726 on Twitter). According to YouTube Analytics, 84% of viewers watched at least 85% of the ad. According to Google’s Brand Lift solution, Gillette searches grew by 211% and clicks grew by 111% (biggest increase ever for the brand). And according to Gillette, “100 Years of Hair” delivered more than 500,000 clicks-to-buy and surpassed sales expectations by up to 4X across seven markets.
Want even more details? Then watch “Gillette Wins With a Digital-First Approach for Gillette BODY | YouTube Advertisers.”
Snapchat and Video Promotion
This brings us to Snapchat, which is a horse of an entirely different color. According to Evan Spiegel, who is the co-founder and CEO of the mobile application, “Snapchat discards content to focus on the feeling that content brings to you, not the way that content looks.”
For example, Snaps are picture or video messages taken and shared with friends on Snapchat in real-time. Snaps can be viewed for up to 10 seconds, depending on the amount of time the user chooses. Snapchatters can choose to have their photo or video saved in their phone’s photo gallery or just sent to friends. By default, Snaps disappear from the screen once they are viewed - unless your friend decides to keep it, such as with a screenshot or separate camera. Snaps are meant to make conversation more spontaneous, visual and fun.
On the other hand, Stories string Snaps together to create a narrative that lasts for 24 hours. To create a Story, a user chooses to add their Snaps to their Story. Depending on their privacy settings, the photos and videos added to a Story can be viewed by either all Snapchatters, just the user’s friends, or a customized group. Stories honor the true nature of storytelling - in sequential order with a beginning, middle and end.
To monetize Snaps and Stories, Snapchat introduced 3V advertising in June 2015. Here’s a YouTube video of Spiegel explaining the opportunity – back then.
According to research by Millward Brown Digital, 93% of Snapchatters exposed to an ad for the Universal movie Furious 7 liked or loved it. And there was a 3X likelihood that a Snapchatter who saw watched the ad saw the movie as opposed to non-Snapchatters of the same demo.
That was seven months ago. Today, there are more than 100 million active daily active Snapchatters and Snapchat is getting over 6 billion video views every day. So, this is yet another key segment that discovers, watches, and shares mobile videos – that are ephemeral.
Video Marketers: Keep Up With Those Metrics
Video marketing, and advertising, is evolving at an extraordinary rate. None of us should assume that everybody already knows this stuff because somebody posted it somewhere at some time. That’s why I'm sharing these tips again with ReelSEO readers now. Let me know what you think in the comments section below.