The benefits of using interactive video marketing strategies

Interactive video ads can create better engagement with consumers.

Posted on Aug 9, 2014 by YuMe

Many companies already understand the effectiveness of video to reach consumers through advertising. Because visually stimulating ads with strong messaging can play a major role in influencing buying decisions, many companies have allocated large portions of their marketing budgets away from television and toward digital. Video marketing strategies now must include deployment on TV, the Internet and on smartphones and tablets to ensure that large swathes of current and potential customers see an ad and make a purchase.

Multi-screen video advertising is one of the many marketing tools that brands have at their disposal. And as successful as this strategy has been, there are others that can deliver the same results. Interactive video marketing is one.

What is interactive advertising?
When creating and deploying a video ad, the end goal shouldn't just be to market goods and services. High on the list of objectives for a company should be to make a connection with the consumer. This is the only way to convince the viewer to act on what he or she saw. One of the ways to accomplish this goal is to use an ad that is not only informative, but also interactive. The chance of influencing a buying decision becomes stronger if the viewer has an opportunity to actually engage with what they're seeing.

According to Wired magazine's Innovation Insights, one of the key advantages of interactive advertising is that it allows people to pause an ad to educate themselves further and then pick back up where they left off. Not only does this format create a higher level of involvement outside of watching a video, but the more time a consumer spends with an ad, the more brand awareness is created - another objective for any company using video marketing strategies.

Interactive ads can also be extremely entertaining, causing viewers to want to share what they just saw. When consumers feel compelled to share a video ad, it works to the advantage of the company deploying it. This allows for greater reach that is more organic in nature and as BrainShark wrote, it can help brands uncover valuable information about consumers that can be used to craft even more effective video advertising.

The website offered a number of suggestions on how to achieve this goal when using interactive video ads, one of which is to integrate surveys at various points in the video to gather valuable information that can be used to strengthen marketing efforts. These are just some of the reasons a company should consider using advertising of this kind.

Overcoming the measurement challenge
Measuring the success of any video ad can be difficult simply because there are no set metrics that accurately determines how well videos are received among consumers. This lack of uniformity within the industry has created a climate where brands measure effectiveness on areas they feel are important internally. However, YuMe has worked hard to give our customers a tool that can be of great use with respect to measuring the effectiveness of a campaign.

Based on research conducted by Nielsen, our Reach Calculator can help companies discover how effective their ads are, including those that are interactive. This will help companies craft stronger marketing plans by targeting specific consumer groups that respond better to advertising than others. The world of video marketing is a fluid one as trends change based on consumer likes and dislikes.

However, using interactive video marketing efforts and tools that help determine areas where companies are strong and where they can also improve should aid in bolstering ad effectiveness.