Video advertising best practices for TV, Internet and mobile

These days, many brands have to create multi-screen video advertising campaigns that include, television, the Internet and mobile.

Posted on Jun 10, 2014 by YuMe

For many brands with large advertising budgets, video marketing strategies usually call for the creation of content for TV, the Internet and mobile. This is necessary for many companies utilizing video ads as technology has altered consumer behavior to the point where consumers today are much more mobile and have devices that allow them to access videos on the go.

However, when it comes to best practices for deploying video ads on TV, the Internet and mobile, many companies aren't sure how to effectively utilize them all. A recent report from eMarketer titled, "50 Best Practices for Digital Video: Do's and Don'ts for More Effective Advertising," offers suggestions for brands on how to best combine them, especially considering the website states that digital video advertising will account for 12 percent of the total spending on video marketing strategies in the U.S. this year.

Taking advantage of video advertising on TV, the Internet and mobile
The eMarketer survey states its purpose was to offer best practices on ways companies can seamlessly integrate TV and video ads into their video marketing strategies. This was accomplished by interviewing and collecting insights from executive-level decision-makers whose companies distribute video content to consumers.

Distributing an ad via TV significantly increases consumer reach. Despite advancements in technology, television is still the most effective way for companies to advertise products and services to large groups of people at the same time. But what happens after an ad airs? Do consumers forget about it or do they act on it and purchase what was being advertised to them?

One way to ensure the latter is to keep the campaign in front of consumers through video advertising online.

"TV advertising typically raises the profile and creates a lot of impact," Matthew Waghorn, director of communications planning at Huge, a New York City-based advertising agency told eMarketer. "Then it's supplemented by high frequency, much cheaper inventory bought through video network." 

A separate article from eMarketer, citing a study conducted by research firm Millward Brown on consumer behavior patterns in the U.K., television was the most effective in creating consumer engagement in the country. Seventy-one percent of respondents stated that they paid more attention to ads displayed on TV as opposed to a smartphone or tablet. Additionally, 39 percent stated they enjoy ads that are displayed on television as opposed to mobile devices.

These ratios not only highlight the power of television when it comes to ad delivery, but the usefulness of video advertising online as a way to keep consumers informed about what a company is offering. Also, the low percentages shouldn't make a company apprehensive when it comes to mobile media advertising either. The numbers show that people are listening and paying attention to ads created for mobile. The data also highlights just how important multi-screen video advertising strategies are to any company.

One size does not fit all
Despite the advantages offered by video advertising using TV, Internet or mobile, there isn't a solution that is universal for all brands. Some businesses may have a customer base that relies solely on the Internet to engage with the company and conduct transactions. Others may depend heavily on TV to get their marketing messages out.

It's important that when it comes to the creation of video marketing strategies, organizations make a decision on the method that best suits their operational needs and fits within the allotted advertising budgets. There is no wrong way to reach consumers through marketing, but there are ways to make it a more effective. Please review our own research on the topic, "Creative Best Practices for Online Video."