In today’s world, video ads are the most effective way for businesses to reach their target audience and promote their products or services.

    During my SMX Next presentation, we reviewed three innovative trends for video, which helped create a deeper conversation around the role data and analytics play, as well as targeting and optimization. .

    Let’s review some key strategies, questions and thoughts from the presentation.

    The rise of vertical video

    Every year I try to think of the most valuable print in our ad space. For many years I have always found the answer to YouTube Ads TrueView Skippable. Rightly so, since you’re not paying for a user until they watch 30 seconds of an ad (or, if the video is shorter, end or engage).

    However, I changed my mind recently. I am convinced that vertical video is the most valuable impression on the web today.

    Vertical video is a must for any advertiser in 2023 due to the following three ad types:

    Creatively, you can run identical or even similar ads across all three platforms. Each carries their own unique set of targeting, which separates them in their ability to drive quality user volume.

    • For e-commerce: My recommendation would be Reels first due to the integration of Instagram Shops. Tracked by TikTok due to trends, viewership, and engagement opportunities.
    • For B2B: I would start with Shorts, a better transition from this announcement to the YouTube channel to engage with more content. Additionally, you can leverage the power of Google Ads and Analytics to serve ads to audiences that have either shown brand interest or provided an intent level in Google Search and/or YouTube. .
    Vertical Video: Comparison by Platform
    Vertical Video: Comparison by Platform

    TikTok for B2B

    Using TikTok for B2B is a common concern for marketers. Can it really be effective, especially when it comes to targeting executives?

    The short answer is yes.” The long answer, however, includes some nuances.

    By targeting executives, it can be assumed that these busy individuals are not necessarily on TikTok, but those who relay key messages to these executives (partners, assistants, managers) would be the ones who would relay these types of messages to the decision maker.

    So, I don’t think TikTok needs to hit the mark to be effective. Rather, the creative, messaging, and product must inspire the target audience to take action — to learn more and dig deeper into the impact in order to take the next step of passing it on to the executive.

    The rise of the video triopoly

    Although TikTok can be very effective for brands, we find that it is more effective for some than others. However, the platform is developing tools to help B2B advertisers, including:

    • Hashtag targeting: For the first time, we can leverage the power of search intent and video by targeting specific keywords that users have searched for or tagged.
    • Lead generation campaign: Reduce friction by allowing users to directly convert an ad to your CRM with a maximum survey of 10 questions.
    • Video length: Organic length has increased to 3 minutes from 1 minute earlier this year, and I think 10 minutes would be the next jump as TikTok looks to capture longer time spent, where YouTube currently holds the crown.
    • Influencers: While not product specific, this is a tactic we saw as a clear advantage. Leveraging product integration with an influencer with your target demographic can work for B2B.

    Jump on a video trend or create a compelling ad

    Another key question from the audience during the presentation was, “Is it better to jump on a video trend or create a compelling ad” from a video perspective.

    If you have the budget, you should strive to test both to understand the impact. There is no right or wrong answer here, I would just use my best judgment.

    Here are some points to consider:

    • If you’re a big brand, I think you have a better chance of winning with a video trend because your current audience is ready to latch on and push the trend even further. If you’re a small brand, you’re looking for a home run, which is rare but not impossible.
    • Compelling ad is always a must for both big and small brands, in my opinion, as it is designed to grab the viewer’s attention and persuade them to take a specific action. Engaging advertisements can be effective in reaching a wide range of viewers.
    The future of video is vertical

    The future of advertising

    The future of near-term advertising is vertical video. Thus, it is extremely important to take a closer look at the platform opportunities for these placements.

    Since the presentation, the Variable.Media team and I have been able to generate a few additional case studies and gather data specific to these vertical placements.

    YouTube Shorts

    This is a must have for anyone currently running YouTube ads. We are seeing strong engagement, average pricing (CPM/CPV), but longer watch times.

    The longer time spent may be due to the user and mood in a story, after watching all other content from the subscribe or search tab, so in short from the d ‘welcome.

    ICT Tac

    Hashtag targeting works, but we’re seeing limited scalability, especially with B2B brands.

    A large target audience, however, we will need to see growth to operate at scale.

    Instagram Reels

    Much more engaging placement than Stories or News Feed at a fraction of the cost.

    For most brands, we’re running reels because we’re seeing audiences are more likely to share, comment, or save than to click, a new behavior that’s moved from News Feed to Stories and now to Reels.

    Maximize vertical video in your advertising strategy

    Video creates a unique opportunity to reach a wide range of audiences across platforms while increasing engagement and conversion rates.

    Vertical video ads offer businesses a powerful way to promote their products and services.

    However, it’s important to remember that the most effective approach will depend on a company’s specific goals and target audience, which can play a vital role in maximizing the impact of vertical video.

    Below is the full video of my SMX Next presentation.


    The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


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    About the Author

    Cory Henke

    Cory Henke, a digital advertising expert with over 15 years of industry experience. As the founder of Variable Media, a successful advertising agency focused on data and analytics, particularly in the area of ​​video advertising on YouTube, Cory has been helping businesses succeed in the world of digital advertising for over 6 years. In addition to running his own agency, Cory has also shared his wealth of knowledge and experience as a speaker at conferences over the past 5 years.

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