In this week's masterclass YuMe's Paul Lyonette explores five ways to master multichannel video.
Video ads are highly engaging forms of communication and persuade viewers to stay tuned through strong brand storytelling and interaction. This is particularly true when viewers are on the move using a small screen, where video increases message recall by 41%. With viewers using multiple devices in various locations to view online video ads, it is imperative that marketers ensure multichannel video campaigns are streamlined and deliver a unified brand story across multiple channels to reach a singular goal.
Online viewers who choose to watch video content are actively seeking information, offering marketers the opportunity to reach an actively engaged audience who are in ‘lean forward’ mode. A quarter of the 35.6 billion videos viewed online in the 12 months leading up to March 2014 were watched on smartphones and tablets. In response to this surge in online viewing figures, multichannel video ad spend more than doubled to £202 million during the first half of 2014. But marketers should be aware that consumers overlook poorly targeted, irrelevant video ads, particularly when they are played repeatedly.
So how can marketers streamline multichannel video ads to attract and engage viewers while boosting ROI?
1. Keep content consistent
Consumers want to watch video content anywhere at any time, on a device of their choice, and expect the content to be consistent over multiple platforms. In response, marketers need to create screen agnostic brand content that remains consistent across all devices and screen sizes, with seamless transitions from one screen to another.
2. Contextually relevant targeting
Research has shown that consumers are more receptive to brand messaging when they are away from home. It is therefore imperative that marketers know exactly where and when ads are being viewed, and on which device. Surprisingly, consumers pay greater attention to video ads viewed on smartphones when in public places, and the ads are more likely to be remembered when viewed on a small screen. By understanding the contextual impact of video ads, marketers are better able to target relevant audiences accordingly.
3. Relevant innovation
To take advantage of the interactivity offered by mobile devices, marketers need to create multiscreen campaigns that take into account the viewing platform. Rather than simply recreating TV ads that do not fit alternative mobile screens, truly creative video campaigns should fully utilise the individual features and benefits of each mobile device. Touchscreens are ideal for interactivity and offer marketers an ideal opportunity to create dynamic creative that engages with consumers over a small screen.
4. Advanced attribution
To fully comprehend the effectiveness of a multichannel campaign, advanced attribution using real-time optimisation should be implemented. The sophisticated software, embedded into individual devices, continually tracks and collects user behavioural data. This data provides detailed audience insight and can be used to optimise inventory for future campaigns.
5. Knowledge is power
Research or data from previous campaigns can be utilised when planning multichannel video campaigns to better streamline delivery and implementation. Insights from real-time optimisation should also be used to develop highly targeted campaigns that reach receptive audiences where they are, on the devices being used. Insights need to be utilised to recreate successes and for marketers to learn from previous mistakes.
A multichannel campaign must capture audience attention with video ads that are engaging and relevant. By delivering creative, interactive ads over multiple channels to targeted audiences, brands can significantly boost engagement and deliver a unified and consistent brand message.