In the post Covid-19 scenario video marketing is going to take the centre stage in content driven campaigns and needs to be done optimally.
Marketing is now performing a bigger than before role. Earlier marketing would complement sales function to generate business. With digital becoming medium of entire business process due to social distancing and work from home trends, marketing will now open up doors and create avenues of sales using high quality multimedia content to reach to prospect customers – business as well as individuals.
However, there are some points that an advertiser needs to bear in mind before going heavy with videos. Video is a costly affair both in terms of creation of content as well as promoting it. Even the edits come at a cost. It’s not like a text message which can be edited at times without even people noticing it.
Since video is very costly and every second ‘counts’, the messaging has to be very sharp and precise. In video digital marketing we use a term ‘thumbstoppers’. That’s what videos must have! As the messaging is very precise, the target audience has also to be very sharp which means advertisers will have to spend a higher CPx (click, view, completed view). Most of the advertisers would prefer a CPCV as no one wants to pay for half viewed message, especially in the business domains. CPCV is the costliest model among the CPx stack for video advertising.
From ad-fraud point of view, an advertiser needs to be fully sure of genuineness of the engagement level before going heavy on video marketing. Advertisers must verify about the engagement levels claimed by channels and mediums with which they plan to engage or their agency proposes to engage with. The engagement is to be verified in every aspect starting from the number of followers, views, clicks and even comments. All of these are manipulated using BOTs to pep up the KPIs without real benefits.
Without proper monitoring of ad-fraud, there is an even bigger chance of falling to the Brand Safety issues. Many agencies, as well as in case where advertisers aren’t aware enough, the ads are displayed on channels that go completely against the philosophy of the brand. The ads are displayed on YouTube channels which the brand would never want to endorse. In this scenario, the brand does not only lose money but its reputation is also impacted adversely. The brand could get affiliated with porn, obscene, violence and other such unwanted content and the funniest part is that its money is being used to crush its own reputation.
Brands across sectors will go heavy on video content and its promotion. This means platforms like YouTube will see increasingly getting more share of the advertising mix from brands, especially on the digital front. Right now, without too heavy on videos, the overall ad-fraud rate is anywhere between 25-35% for brands depending on how much of optimisation they are doing to manage the ad-fraud. As brands start consuming ad inventories over video, this could mean the overall waste on ad-fraud increasing substantially, in some cases it could go as high has 50% of the performance marketing spends. Hence, it’s very essential for brands to put in place a very effective, robust, neutral yet easy to integrate ad-fraud solution for video marketing and spend with a complete view of how it’s being consumed. Talk to mFilterIt ad-fraud and brand safety specialist today to optimise your returns on video marketing.