Video is quickly becoming one of the fastest-growing segments of the advertising and marketing industry, as consumers are faced with ever increasing competition for their attention and dollars.
With an increasing number of ads, brands that are adopting video ads in place of and complimenting static ad campaigns are cutting through the competition with content that is more engaging, driving lower costs of acquisitions and much higher click-through rates on digital campaigns and email marketing.
Broadcast Ads:
When most think of video marketing, they think of TV ads, these are typically 30 seconds, but can be 15, 30, or even 60 seconds long and are run on a mix of cable, local, regional, and national spot placements. The overwhelming majority of the budget that goes into these ads are the media buys with tv networks to buy the actual time on a network where the ad is run, while production of the ad can range from 10-25% of total media buy.
Broadcast ads are used by small and large businesses alike to effectively bring new customers to your product offering and hopefully relatively quickly drive real revenue.
Broadcast campaigns for small and local businesses are significantly different from larger regional or national campaigns. Often for small businesses, thinking through the desired tv ad spend is an early consideration in planning the rest of the campaign.
Creative for local broadcast and cable ads should be as high quality as possible. We’ve all seen terrible looking ads on local tv, these only produce a negative association with your business. You do not want this! Even if your tv ad is relatively simple, any ad you run is a representation of your business and should be professional and well made. Running local and regional tv ads through broadcast networks isn’t as expensive as you might think, and should be strongly considered if you offer B2C services or products.
PPC and Digital Video Ads
Digital marketing campaigns are critically important in any business with an active marketing budget. Placing ads on Google search results, Facebook, Instagram, youtube, Linkedin, or even tik tok is an extremely effective way to widen your audience, generate sales and capture leads.
Even B2B businesses see strong success with properly setup digital paid ad placements, just like with B2C campaigns, audience and keyword setup is important to overall campaign ROI and profitability. Facebook and Linkedin ads are popular with B2B marketers.
Static ads have long been the mainstay of PPC digital campaigns, but as video content has become more usable through ad platforms, many marketers have seen increased success and ROI using video ads in place of static ads. This certainly makes sense as video content is more interesting to watch, more engaging, and thus more likely to capture the attention and click of a viewer. It’s measured in many different metrics and studies, but CTR is common 30-60% higher when comparing video ads to static ads for a similar setup and targeted digital campaign.
Testimonial Video Production
Testimonials and case study style video content is a great way to help alleviate buying anxiety and keep your prospect moving down your sales funnel. The larger the dollar value of the sale, the more likely a video testimonial or case study will have an impact on the purchase.
For larger B2B sales, case studies are common place, and video case studies will only increase the retention and engagement of your prospect vs a pdf that is emailed over!
B2C case studies can range in style, but the preferred method would be putting customers in front of the camera to quickly say what they liked about the experience and why they chose you over competitors.
Case study videos and testimonials can be used in a variety of ways, such as email marketing, on your website, sent to website visitors after completing a contact form, then of course posted in all of your social media channels.
Video Explainers and Promos
Explainer videos are used to hype and launch a new product or service, explain what a company does, overview a product line, describe a new app etc. The uses are almost endless, as are the applications. Nearly every tech startup will utilize explainer video content as a way to show off what they do and why others should care.
For some firms, their explainer video content can be quite detailed with industry-specific information that would be well beyond the understanding of casual viewers. Often when we’ve made this type of content it’s been for biomedical or healthcare-related firms that have highly sophisticated buyers that will analyze product offerings based on very specific technical detail. These can be used in trade shows, websites, in email marketing etc, and are a great way to show customers what you offer.
Trade shows are a common way to use explainers and product/service promo type videos. Tradeshow booths that have rich media content like video being played will have more visitors and more leads, which will boost ROI on overall tradeshow marketing spend. Videos can be optimized for looping or video setups can easily be made that will play a selection of different videos etc on the tv in the booth.
How to Create Video Content:
The first step is critically thinking about your current and future marketing plan, and how video could best augment content to reach and close more customers. This will vary quite a bit based on what you are currently doing and what type of marketing you want to do going forward. Often video ads can be created in preparation for a trade show, or for a company wanting to launch ads on a new platform, like starting a LinkedIn or YouTube ad campaign.
We commonly create video ads as well in support of existing marketing efforts and campaigns such as updating a PPC campaign by introducing video ads then A/B testing them against prior ad data.
Often, we work with clients that are crafting new campaigns that will use video content, alongside others that are experimenting with different marketing channels and launching new campaigns.
How much does video marketing cost? – Take a look at our prior article.
Want to learn more about integrating video ads into your marketing channels – Get in touch!
Volan Media is a top Knoxville, Tennessee video production and marketing agency with years of experience working on a range of projects, everything from 1800s steam railway locomotives to the most cutting edge cancer treatments. If you turn on the tv in East Tennessee, chances are you’ll see one of our ads! We are a top Knoxville, Tennessee video production firm, with projects commonly being used for explainer videos, broadcast/cable tv ads, digital ads, recruitment. Volan Media also is a top Knoxville Tennessee virtual Reality video production firm, having made a large number of 360 videos and VR productions across a range of industries, including various tradeshow VR 360 videos, treatment and branding VR videos, and VR experiences.
