Video consumption is rapidly shifting from 47 inches to 4.7 inches, and communicating value propositions through mobile video is the next big gold standard. Mobile video’s telling effect on key downstream metrics such as click-through rates (CTR), conversion rates (CVR) and quality of users acquired is unparalleled. But, how can performance advertisers make the most of the video phenomenon?
Here are 5 tips for performance advertisers on how to #WinWithVideo!
1. Leverage skippable and non-skippable videos optimally
The best results can be achieved by optimally allocating budgets to both skippable and non-skippable video. Performance advertisers today have the option of choosing between the two ad formats. Non-skippable video guarantees high completion rates due to highly informed clicks with a user opt-in, and thereby also serves a supplementary marketing objective of branding for performance advertisers. On the other hand, skippable video enables interest-based targeting on the basis of completion rates at scale. Leveraging video formats optimally can boost the performance of an already high-impact ad format without compromising on user experience.
2. Invest in your mobile video asset
- HD videos - The video experience on mobile is the key to engagement today and building High-Definition (HD) creatives - a 1080p video mp4 file not greater than 5 MB with a 16:9 aspect ratio - specifically for the mobile platform is the first step for every advertiser.
- Shorter video ads - Video ads on mobile can effectively capture the user's attention with a length of 15-30s. Adapting the length of the video ad to the target audience is a critical part of maximizing the impact. While skippable videos should preferably be anywhere between 10-15s, non-skippable videos work best with a length of 15-30s.
3. Ensure a great user experience
- No latency - Users should be provided with an HD ‘buffer-free’ video experience. Any latency due to video buffering could negatively impact the user experience, subsequently effecting engagement and conversions.
- Clean templates - Having a clean template with distinctly visible elements of the video ad such as skip and mute buttons, timer and call-to-action buttons in the end cards can help manage user anxiety and expectations.
- Exposure management - Exposure management plays a vital role with a dynamic and visual medium such as video. Frequency capping should be employed strictly to avoid user fatigue and provide a non-intrusive user experience. This also leads to efficient buying by preventing wastage of impressions.
- Combining targeting mechanisms:
- Geo-targeting: Coupling video with targeting based on contextual signals such as location (shared by user) enhances relevance by customizing for base locations (home, office) or locations around points-of-interest.
- Day-parting according to the device is another important aspect as tablets tend to be prime time and at-home devices, whereas smartphone usage is spread across the day
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4. Measure all key performance indicators
- Interaction rate - gauge the level of user engagement
- Generation metrics - build insights on the user flow from viewing the ad to the desired action
- Cost per view - evaluate the quality of views
- Completion rates - measure the value-added brand recall with video completion rates
- Conversion rates - measure the performance and quality of users from your campaigns and across various video formats
5. Scale efficiently with view-through attribution
The true impact of a video campaign can only be estimated by measuring feedback using both click-through and view-through attribution. Spanning 15-30s, mobile video has a lasting impact on mobile users. The extent of completion is as indicative of the user intent as the click at the end of the video. Targeting based on holistic insights using VTA can improve the chances of app discovery in the app store by aiding both clickers and non-clickers.
