Creating the best possible online video ads for the holiday season
Posted on Nov 26, 2012 by YuMe
December is one of the most important months of the year for brands, as the holiday shopping shopping season can make or break companies depending on how much revenue they bring in during the period between Thanksgiving and Christmas. As a result, it is imperative that video advertisers effectively reach consumers during this critical time, and social media marketing professional Stacey Acevero offered her top tips in a November 26 MarketingProfs article.
One of the best emotions to convey in internet video advertising, according to Acevero, is a sense of a boosted ego within the customer. Many consumers will go above and beyond in their holiday shopping preparations, and online video ads will be successful when they can exalt this type of personality. Brands should utilize targeted analysis to find out as much as possible about specific demographics.
Another strategy that video advertisers should consider leveraging is to inform potential customers as to why the product or service being offered is the best possible option. For example, Acevero cited one past Christmastime ad which showed how customers could expect better deals on trendy presents. Once a consumer-centric problem has been identified, marketers can use an internet video ad to show how that issue can be resolved.
Internet video advertising best practices: customization and philanthropy
An aspect of internet video advertising that helps to make it more appealing to consumers than television advertising is the ability to customize spots for specific clientele. The web allows for a far greater degree of personalization, and brands should be sure to leverage this ability. Even spots that do not overtly push a specific service or product can boost a company's public profile during the holiday season if it becomes popular on social media, Acevero wrote.
"[T]he industry needs to pivot 180 degrees to put user experience at the center of every video campaign," Martin Forbes, senior vice president at a contextual advertising company, wrote in a June Econsultancy blog post. "With our consumer hats on, we need to consider the 'value exchange' of video advertising. Brands need to look closely at what they offer users in return for their time and attention. And they need to think anew about what people want, to create advertising in the interest of the consumer."
Companies can also benefit from highlighting their philanthropic efforts during the holiday season. Christmastime is often associated with charity work and good deeds, and brands looking to boost their public image should consider including elements of social good as part of a campaign. For example, Acevero said a brand can talk about how it is giving money to a charitable organization based on how many sales it makes in December.