Don’t Leave Your Video Ad Lying on the Floor

We have recently seen the world of advertising turned upside down. The traditional form of push advertising where ads interrupt a person’s consumption of media, has seen a massive decline in response rates. So how are we adapting?

Nobody ever really enjoys seeing irrelevant display advertising but we accepted it as a necessary evil in order to pay for the content that we do like.

Things have changed; due to complete overload as well as improvements in targeting ability this tolerance has vanished – if you are still buying bulk email lists and blasting your latest sale out to millions of lucky recipients or you are mass buying banner placements on so called “premium” sites then you may have noticed that things have not been going so great of late.

Marketers have firmly accepted content marketing or inbound marketing as key to their strategy in 2013.

But content marketing is a very broad term that means of a lot of different things – video, blogging, white papers, podcasts, interviews, research collaborations etc etc.

Also, because this has been such a large shift that has happened in a relatively short space of time, many businesses are struggling to find their feet – just take a look at many of the business videos on YouTube.

This post is about the growing trend of what some marketers are dubbing “native videos” – this can be read about in detail in a recent research paper by Forbes Insight, called “Going Native: How marketers are reinventing the online video advertising experience

In order to save you the task of reading the whole paper we have summarised the key points for you here:

Who was surveyed for the research?

136 marketing executives. Forty-six respondents came from companies with revenues between $500 million and $1 billion, and the rest from companies with revenues of $1 billion-plus.

Fifty-nine survey respondents had titles of director and up. 99% are located in the United States.

So what is a native video?

A native video is a video that is published in places that make natural sense. For example if you create a video about how to use your latest vacuum cleaner then natural places to publish it would be:

  • The product page on yours or any other retailers sites who are selling the product. In a press release and/or blog post where you announce the release of the product.
  • On your YouTube channel
  • On web pages that discuss/review vacuum cleaners
  • On web pages that discuss the latest product marketing videos.

A native video should not interrupt the experience on the web page but rather enhance the experience.

How have marketers been adopting native video?

There is widespread belief in native video as a marketing method and many brands have been producing this type of video already, you know…those videos that tell a story, for a few years now but use is still not incredibly common.

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In terms of marketers belief in online video in general – here is an extract from the research report:

“To say that online video has become a staple of the marketer’s toolbox would be a significant understatement. More than half (54%) of senior marketing executives say that they use online video, while 23% are planning to use it, nearly 70% of them within the next year. Companies see online video as an effective way to spur higher degrees of brand awareness, retention and loyalty. Seven in 10 respondents (68%) to the Forbes/ Sharethrough survey said that a top objective was to enhance brand awareness. Fifty-five percent of respondents said branding was a goal of online video advertising, while 43% pointed to bolstering customer retention and loyalty as a leading objective.”

Marketers mainly have the aim of increasing brand awareness through using online video.

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There has been a reversal of the trend for short-term strategies towards much longer-term strategies that will bear fruit in sales further down the line.

Marketers know if they can gain loyalty then they will profit more from that customer in the long run.

As well as that it just feels a lot more fulfilling to be having real conversations with customers and creating better experiences for them rather than just aiming to grab a quick sale. And even better – creating videos is a lot of fun.

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In the early days of video advertising it was common for large brands to repurpose their TV ads for online use.

This trend has now changed with video for online use being custom created.

Now only 28% of respondents said that they still repurpose TV ads for the web.

How are native videos being marketed?

In most cases native videos are being marketed on companies owned properties – their website, Facebook page, YouTube channel etc.

As well as those locations they are also being marketing through video banner advertising.

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They found that the key to success with online video is that the videos are a destination rather than interruptive, and that they are watched by choice. There were a few case studies shown in the document – perhaps the most shocking and blatant example of a brand stepping out of their comfort zone and taking a real risk is this video by K-Swiss. It’s not for the sensitive and feint hearted – Enjoy:

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