Post by sumiseo558899 on Nov 3, 2024 22:35:48 GMT -5
In pursuit of customers, brands and sellers are ready to advertise their products literally on every lamppost, and given the new realities and the mass transition of buyers to online - in all digital channels.
AKAR calls video advertising the main driver of the Russian Internet advertising market in 2019. PwC analysts are confident that the mobile video advertising segment will be the only one in 2020 that does not show a decline. And the IAB research agency predicts growth in market volumes in the next 5 years - by 2024 it will reach 49.8 billion rubles.
Video content is becoming an increasingly popular format for consuming information, especially among the younger generation. Video advertising works content writing service
well to increase recognition and build brand awareness. In addition, we see a noticeable decrease in audience interest in banner advertising, videos are gradually replacing this format and this trend is especially noticeable on mobile devices.
Marketers often use the functionality of video advertising in combination with other tools, such as search advertising, retargeting, email newsletters, etc. It is believed that video advertising is suitable for the upper stage of the sales funnel - familiarization with the product/service, increasing recognition. And other tools directly sell the product - it is obvious that a person who has subscribed to a newsletter or entered the name of a product in a search is most likely aimed at purchasing the product.
Can video ads alone drive conversions?
Today we will talk about how to get clients from video advertising, and for more interest we will choose a difficult case - advertising of children's products to a parent audience. This target audience is not only very picky, but also mobile: children grow, parents' interests change, so it can be difficult to select precise targeting to cover it sufficiently. Let's consider the advertising campaign of a baby food manufacturer, which was aimed at achieving maximum coverage of parents of children from 0 to 3 years old. The company advertised baby cereals for the first feeding, and it needed to "find" the most precise targeting so that as many people as possible would watch the product's advertisement.
Why YouTube?
Almost 2 billion people worldwide use YouTube, the service's audience grows by about 5% per year. And these are only those users who have an official account. The number of all people who watch videos on YouTube will be significantly higher.
In Russia, according to official statistics provided by Google, 87% of the entire Internet audience are active YouTube users. The core of the audience is made up of people aged 25 to 54 (63% of all users of the service in the Russian Federation). According to statistics, this segment includes the largest percentage of users from the "Parents" category.
Google experts are confident that there may be buyers for a large number of different goods and services for children among them. In addition, Google claims that more than 50% of users who search for goods in the search prefer to turn to videos to watch reviews, unpacking, and get more extensive information about the necessary products. If you target advertising videos specifically at this interested audience, you can get a very high conversion.
What kind of ads does YouTube show?
While watching videos on YouTube, you've probably noticed that some commercials can be skipped, while others require you to watch them until the end.
One of the latest innovations for YouTube advertising was the emergence of the True View for Action format, which, despite its relatively short existence, has already proven its effectiveness.
Video ads in this format stand out due to a noticeable call to action. While watching the video, a banner with the title and information about the offer is placed over the video. Such ads can be skipped after a few seconds. They should only be shown to users with clearly expressed intentions, who will watch the ad to the end or click on it, going to the site. Those who are not interested in the advertised goods or services, and those who do not intend to buy them, will simply click the "Skip" button or will not open the video at all. By the way, this significantly saves the advertiser's budget.
However, in our case we used other formats: Unskippable video Ads and Bumper Ads. It was important for us to first interest the audience, so our potential buyers watched them completely.
How does Google decide who to show your ads to?
The entire audience of Google users is divided into many segments. In addition to the usual distribution by socio-demographic characteristics, geography and other features, Google receives so-called "anonymous signals" from users from the search engine, mail and other services. Then, using machine learning, these signals are processed and audiences are formed based on the results. For example, a person watched a video review of baby food on YouTube, the next day studied reviews about them, and the day after that looked for the address of the nearest store where they can be ordered. Based on all this data, Google understands that the user plans to buy baby food in the next few months, which means that advertising for this and similar products will be most relevant to him.
How to find your audience among millions of YouTube users?
Our potential customers are at the intersection of several audiences.
First of all, you need to select a segment of people based on relevant demographic data. This is not only gender and age, but also education and age of children, marital status, etc. In our case, the video was aimed at women aged 18 to 44, since according to the brand itself, users of this segment were most often interested in baby food. But we also limited this audience using Google targeting based on detailed demographic data - we were only interested in mothers of children aged 0 to 3 years who were in this age group.
Often, audiences based on interests and habits are used to clarify the target audience - these are ready-made categories in Google, there are more than 100 of them. Such targeting allows you to reach potentially interested users for advertising campaigns, it is most effective at the upper stages of the sales funnel.
But in our case, we did not target audiences by interests. We needed people who were ready to buy the product, so we used special audiences.
Special audiences are identified by intent – this is targeting people who are currently interested in purchasing a particular product. For example, they entered a query in the Google search bar, watched videos with a review of a product that attracted them, visited competitors' websites, etc.
But in our experience, selecting audiences by keywords that may interest the potential target audience works much better. This approach provides greater conversion and media indicators - click-through rate, 100% viewing of creatives, etc. They include users who indicated the keywords we need in the search.
For parents of children aged 0 to 3, such keywords may be lists of products for small children, baby food. Separately, you can highlight products related to the upbringing of small children, with the needs of parents. Audiences collected from keywords describing joint activities of parents and children are effective. You can also use keywords related to the name of your own brand and competitors' brands.
In our case, we assumed that potential buyers would be interested in the following:
everything related to the brand and its products for children from 0 to 3 years old;
baby food produced by competing companies;
baby food, not tied to a brand;
products for children from 0 to 3 years old, not related to baby food;
products and services that may be of interest to mothers of small children.
Usually, such campaigns are limited to selecting an audience based on the age of parents and children. But in our case, audiences selected using keywords performed much better in many respects, including click-through rate (CTR), creative viewing rate (VTR), impression volume, etc. For example, users who had previously shown interest in our brand and in products for children and mothers in general watched the video most often (VTR was 90.12% for bumper ads and 87.77% for unskippable videos). And mothers of children aged 0 to 3 who had previously shown interest in products of this brand were the ones who clicked on the site most often, approximately 9 people out of 100 who saw unskippable videos.
But the attempt to attract an audience that was interested in competitors' products failed - users found by these parameters hardly responded to the ads. On average, 14 people out of 10,000 clicked on such ads.
In just 1.5 months of the campaign, we received 5.5 million ad impressions, 14.5% more than we initially planned. By refining audiences, we reached 3.4 million unique users and received 27 thousand clicks. Bumper Ads were more clickable, with a CR of 0.84 for them and 0.29% for unskippable videos. Both results are quite high for the advertised product and such a complex audience as parents of small children.
92% of all users who saw the video without the option to skip watched it to the end: VTR – 92% (vs 91% plan). For bumper ads, the video viewing rate was slightly lower than the planned KPI (81% actual vs 83% plan), however, by all other indicators, the advertising campaign was successful.
What to show in advertising
Creatives also played an important role. We developed the videos in accordance with Google's recommendations , which they presented in detail in the ABCD model. Let's take a closer look at it.
A (Attract) – Attract. With the help of various sound and visual effects, it is necessary to “entice” and immerse the user in the advertising video from the very beginning.
B (Brand) – Tell about the brand. This should be done organically and meaningfully. It is important to mention the name of the advertised brand at the beginning of the video. So that users can immediately understand whose advertisement they are seeing.
C (Connect) – Create a connection. People are social creatures, and emotions play a big role for them. Therefore, it is very important to be able to establish an emotional connection with the consumer through an advertising video.
D (Direct) – Direct. It is necessary to give the client a clear idea of what we want from them: to get to know the brand, go to the website, etc. To do this, it is necessary to use clear and concise calls to action. They should be short, not too aggressive, but still attract attention.
Conclusions
Thus, in order to set up effective advertising for the “Parents” audience, it is necessary to select the most effective targeting, as well as create memorable videos, following Google’s recommendations and common sense.
If you want maximum reach, use unskippable video formats. If you have already found your audience and are ready to convert video ad impressions into sales, choose True View for Action ads - they will lead interested users directly to a purchase.
AKAR calls video advertising the main driver of the Russian Internet advertising market in 2019. PwC analysts are confident that the mobile video advertising segment will be the only one in 2020 that does not show a decline. And the IAB research agency predicts growth in market volumes in the next 5 years - by 2024 it will reach 49.8 billion rubles.
Video content is becoming an increasingly popular format for consuming information, especially among the younger generation. Video advertising works content writing service
well to increase recognition and build brand awareness. In addition, we see a noticeable decrease in audience interest in banner advertising, videos are gradually replacing this format and this trend is especially noticeable on mobile devices.
Marketers often use the functionality of video advertising in combination with other tools, such as search advertising, retargeting, email newsletters, etc. It is believed that video advertising is suitable for the upper stage of the sales funnel - familiarization with the product/service, increasing recognition. And other tools directly sell the product - it is obvious that a person who has subscribed to a newsletter or entered the name of a product in a search is most likely aimed at purchasing the product.
Can video ads alone drive conversions?
Today we will talk about how to get clients from video advertising, and for more interest we will choose a difficult case - advertising of children's products to a parent audience. This target audience is not only very picky, but also mobile: children grow, parents' interests change, so it can be difficult to select precise targeting to cover it sufficiently. Let's consider the advertising campaign of a baby food manufacturer, which was aimed at achieving maximum coverage of parents of children from 0 to 3 years old. The company advertised baby cereals for the first feeding, and it needed to "find" the most precise targeting so that as many people as possible would watch the product's advertisement.
Why YouTube?
Almost 2 billion people worldwide use YouTube, the service's audience grows by about 5% per year. And these are only those users who have an official account. The number of all people who watch videos on YouTube will be significantly higher.
In Russia, according to official statistics provided by Google, 87% of the entire Internet audience are active YouTube users. The core of the audience is made up of people aged 25 to 54 (63% of all users of the service in the Russian Federation). According to statistics, this segment includes the largest percentage of users from the "Parents" category.
Google experts are confident that there may be buyers for a large number of different goods and services for children among them. In addition, Google claims that more than 50% of users who search for goods in the search prefer to turn to videos to watch reviews, unpacking, and get more extensive information about the necessary products. If you target advertising videos specifically at this interested audience, you can get a very high conversion.
What kind of ads does YouTube show?
While watching videos on YouTube, you've probably noticed that some commercials can be skipped, while others require you to watch them until the end.
One of the latest innovations for YouTube advertising was the emergence of the True View for Action format, which, despite its relatively short existence, has already proven its effectiveness.
Video ads in this format stand out due to a noticeable call to action. While watching the video, a banner with the title and information about the offer is placed over the video. Such ads can be skipped after a few seconds. They should only be shown to users with clearly expressed intentions, who will watch the ad to the end or click on it, going to the site. Those who are not interested in the advertised goods or services, and those who do not intend to buy them, will simply click the "Skip" button or will not open the video at all. By the way, this significantly saves the advertiser's budget.
However, in our case we used other formats: Unskippable video Ads and Bumper Ads. It was important for us to first interest the audience, so our potential buyers watched them completely.
How does Google decide who to show your ads to?
The entire audience of Google users is divided into many segments. In addition to the usual distribution by socio-demographic characteristics, geography and other features, Google receives so-called "anonymous signals" from users from the search engine, mail and other services. Then, using machine learning, these signals are processed and audiences are formed based on the results. For example, a person watched a video review of baby food on YouTube, the next day studied reviews about them, and the day after that looked for the address of the nearest store where they can be ordered. Based on all this data, Google understands that the user plans to buy baby food in the next few months, which means that advertising for this and similar products will be most relevant to him.
How to find your audience among millions of YouTube users?
Our potential customers are at the intersection of several audiences.
First of all, you need to select a segment of people based on relevant demographic data. This is not only gender and age, but also education and age of children, marital status, etc. In our case, the video was aimed at women aged 18 to 44, since according to the brand itself, users of this segment were most often interested in baby food. But we also limited this audience using Google targeting based on detailed demographic data - we were only interested in mothers of children aged 0 to 3 years who were in this age group.
Often, audiences based on interests and habits are used to clarify the target audience - these are ready-made categories in Google, there are more than 100 of them. Such targeting allows you to reach potentially interested users for advertising campaigns, it is most effective at the upper stages of the sales funnel.
But in our case, we did not target audiences by interests. We needed people who were ready to buy the product, so we used special audiences.
Special audiences are identified by intent – this is targeting people who are currently interested in purchasing a particular product. For example, they entered a query in the Google search bar, watched videos with a review of a product that attracted them, visited competitors' websites, etc.
But in our experience, selecting audiences by keywords that may interest the potential target audience works much better. This approach provides greater conversion and media indicators - click-through rate, 100% viewing of creatives, etc. They include users who indicated the keywords we need in the search.
For parents of children aged 0 to 3, such keywords may be lists of products for small children, baby food. Separately, you can highlight products related to the upbringing of small children, with the needs of parents. Audiences collected from keywords describing joint activities of parents and children are effective. You can also use keywords related to the name of your own brand and competitors' brands.
In our case, we assumed that potential buyers would be interested in the following:
everything related to the brand and its products for children from 0 to 3 years old;
baby food produced by competing companies;
baby food, not tied to a brand;
products for children from 0 to 3 years old, not related to baby food;
products and services that may be of interest to mothers of small children.
Usually, such campaigns are limited to selecting an audience based on the age of parents and children. But in our case, audiences selected using keywords performed much better in many respects, including click-through rate (CTR), creative viewing rate (VTR), impression volume, etc. For example, users who had previously shown interest in our brand and in products for children and mothers in general watched the video most often (VTR was 90.12% for bumper ads and 87.77% for unskippable videos). And mothers of children aged 0 to 3 who had previously shown interest in products of this brand were the ones who clicked on the site most often, approximately 9 people out of 100 who saw unskippable videos.
But the attempt to attract an audience that was interested in competitors' products failed - users found by these parameters hardly responded to the ads. On average, 14 people out of 10,000 clicked on such ads.
In just 1.5 months of the campaign, we received 5.5 million ad impressions, 14.5% more than we initially planned. By refining audiences, we reached 3.4 million unique users and received 27 thousand clicks. Bumper Ads were more clickable, with a CR of 0.84 for them and 0.29% for unskippable videos. Both results are quite high for the advertised product and such a complex audience as parents of small children.
92% of all users who saw the video without the option to skip watched it to the end: VTR – 92% (vs 91% plan). For bumper ads, the video viewing rate was slightly lower than the planned KPI (81% actual vs 83% plan), however, by all other indicators, the advertising campaign was successful.
What to show in advertising
Creatives also played an important role. We developed the videos in accordance with Google's recommendations , which they presented in detail in the ABCD model. Let's take a closer look at it.
A (Attract) – Attract. With the help of various sound and visual effects, it is necessary to “entice” and immerse the user in the advertising video from the very beginning.
B (Brand) – Tell about the brand. This should be done organically and meaningfully. It is important to mention the name of the advertised brand at the beginning of the video. So that users can immediately understand whose advertisement they are seeing.
C (Connect) – Create a connection. People are social creatures, and emotions play a big role for them. Therefore, it is very important to be able to establish an emotional connection with the consumer through an advertising video.
D (Direct) – Direct. It is necessary to give the client a clear idea of what we want from them: to get to know the brand, go to the website, etc. To do this, it is necessary to use clear and concise calls to action. They should be short, not too aggressive, but still attract attention.
Conclusions
Thus, in order to set up effective advertising for the “Parents” audience, it is necessary to select the most effective targeting, as well as create memorable videos, following Google’s recommendations and common sense.
If you want maximum reach, use unskippable video formats. If you have already found your audience and are ready to convert video ad impressions into sales, choose True View for Action ads - they will lead interested users directly to a purchase.