I work with a number of clients who are accustomed to traditional advertising – television, radio and print – but are looking to transition to the digital world. It's a promising first step, but the key for them is to understand which digital platforms will deliver the highest return on investment.
One of the most common questions I receive is: should I release video content and advertise my business only when I have special events, sales or products? The short answer is no. Consumers are always 'plugged in' which means your brand should be, too.
An 'always on' approach to video advertising is more effective and less costly than a discreet campaign-by-campaign strategy.
TubeMogul examined 6,000 video campaigns that ran over the course of the past year, but only 3 per cent of those campaigns could be considered 'always on' running for more than 200 days in a row.
The findings of this survey showed that continuous video ad campaigns resulted in an 87 per cent lower average cost per viewable impression versus campaigns that ran for 90 days or less. The reason? Campaign optimization relies on previous results, so the longer the campaign runs, the better results that campaign can achieve. Another finding from the study indicated that brand awareness ranks higher for 'always on' video campaigns.
If optimized and managed properly, the longer your video campaigns run throughout the year, the better performing they will be, which is great news for your business.
This doesn't mean create one video and try to let it work for you 365 days of the year. Variety of content is key. Brands should swap in new videos at least every every month to keep content fresh and interested, and make sure viewers stay engaged. This also allows for short burst campaigns to complement other regular video content.
My prediction? Businesses that take the 'always on' video advertising approach in 2015 will come out on top.