The importance of having a strong video marketing plan

There's so much more to successful video advertising than just putting an ad out there. It takes strategy as well.

Posted on Jul 18, 2014 by YuMe

Tablet, smartphone and connected TV usage continues to trend upward among consumers all over the world. As a result, fewer people than ever before solely rely on television to view content. These days, almost every program that is displayed on TV can be seen online and people are increasingly using mobile and other devices to do so.

Because of this, brands have been forced to shift their video marketing strategies and significant portions of their advertising budgets to reach consumers where data has shown that most of their time is being spent.

According to an eMarketer report, brands in the Asia-Pacific region will increase mobile media and online video advertising this year. In China alone, $18.96 billion will be spent on these efforts. This total will account for 46.2 percent of the total spending on digital advertising taking place in the region.

Brands understand the power of video when it comes to marketing. Today's consumers enjoy advertising that is captivating and eye-catching. Because of this, one of the best ways to capture their attention and potentially influence them to buy a product or service is through the use of video ads. When these marketing efforts are deployed on TV, mobile and other devices, companies are essentially maximizing their face time with both current and potential customers.

However, there is more to developing deeper consumer loyalty than just creating a video ad and putting it out there for people to see. The most successful brands using video marketing strategies understand that content needs to be visually appealing and compelling to truly make an impact.

Strategies to make video advertising successful
To successfully compete in the marketplace, in addition to having a quality product or service, brands also need a strong marketing presence. Because of this, investments in video advertising has sharply increased over the years, especially as consumers are accessing content across multiple channels.

According to a report from the International News Media Association, 85 percent of people who access the Internet use it to watch video. This has also prompted a spike in spending on online video ads. But as technology advances and consumer tastes change along with it, people have higher expectations when it comes to quality. This is especially true with respect to video ads.

INMA states that brands need to focus on the creation of premium content that not only gets a consumers attention, but holds it as well. Simply put, in order to make a strong introduction with people, companies need to make sure that the productions of their video ads are of the highest quality.

In addition, video ads also need to be strategically placed where consumers will not only see them, but be encouraged to watch them in their entirety as well. INMA suggests that the best placement is a viewing area on the screen that entices people to engage with an ad instead of bypassing it, such as above the fold as opposed to below it. The lower a video ad is placed on a Web page, the less likely it is to be viewed.

There are many ways for a brand to capitalize on using video ads, but the methods must be well thought out and strategic. With the right execution, a company can increase its customer base. However, if done improperly, the investment in video marketing strategies may not be worth it, especially if the return itself is low. Still, it goes without saying that digital video advertising efforts can help a brand, but a sound plan needs to be put in place for the company to reap the full benefits.