Video ads are quickly becoming a more and more us tool by marketers all over the world. However, producing videos is only one part of a Video Ads: The Clash Between more complex equation.
An engaging video is more likely to drive Video Ads: The Clash Between satisfying business results, but there are engaging videos ignor every day, generating little to no traffic.
Marketers face a tough challenge: Many internet browsers no longer display ads. But video ads attract attention, and are often seen as easier to consume than a 15-page document.
Video Ads: The Clash Video Ads: The Clash Between Between Facebook and YouTube in Views for Click Supremacy
The most common types of video ads are previews that prece other parts of video content, ads in search engines or on social networks.
Over the past decade, social video consumption has reli almost exclusively on YouTube, but in recent years Facebook has officially become a major player in the video space.
November 2015 markthe first month in which more videos were upload directly to the Facebook platform than posts containing links to YouTube, and the trend has only continu to grow.
So, which is the king of video ads today? The answer is not simple and definitive. Neither platform offers overwhelming advantages, but instead they offer very different opportunities that we will analyze together.
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Video is the new Adwords
One of the reasons why many companies today invest in Adwords is because it is a very economical method with a great economic return.
A huge portion of the population today uses Google for their searches, and highlighting strategic keywords can be an extremely effective what is a smart contract? strategy for acquiring new customers.
The downside is that more and more bqb directory companies are taking advantage of what AdWords has to offer, and certain keywords to advertise on today cost hundrs of dollars.
Trueview
Video ads are still a profitable system. To take this path, you ne to work through Google’s video advertising system, call Trueview.
It’s sort of the video equivalent of AdWords, except you can use it to target certain channels or topics rather than certain keywords.
You can also do video remarketing, which is targeting users bas on their previous interactions with a specific video.
With Trueview you can leverage Google’s audience, through three viewing modes:
- In stream, showing your video before what your users want to see (commonly known as pre-roll);
- In the sidebar in thumbnail size, i.e. In search;
- In display (as a suggest video that appears on the right side of the video the user is watching).
One of the things that makes Trueview revolutionary is that you only pay if the user actually watches the video for a certain amount of time. This way, you can make sure that people are actually watching your ad.
Additionally, since YouTube videos are emb all over the web, there is a chance that your video will also be shown on a site that is relevant to your niche market.
Have you ever visited a site, closed it, and then seen ads everywhere? You can do the same with Youtube ads .
And remember, if users watch videos embedded on sites they trust and see your ad, they are likely to associate the two things in their minds!
There’s a new guy in town
Facebook has grown a lot in the video space in the last year. With over 17 million video shares for the famous Ice bucket challenge, the social network has definitely proven that it can be a major player in the video space.
To keep up the momentum, the company has built a suite of tools, such as video scheduling, captioning, and analytics, which have led to an impressive average of 100 million hours of video watched every day.
Facebook video advertising is a little different from YouTube. Videos are displayed in users’ feeds, and play automatically.
The real strength of Zuckerberg’s video ads is targeting. The social network has a lot, a lot of information about their users. This allows marketers to implement some very specific filters.
Of course there are always pros and cons: narrowing the audience means increasing the cost per contact. A lot depends on the final goal of the video ads .
If it is a campaign to increase brand awareness, the audience will be as general as possible, to have a large number of views. However, the data shows that most B2B campaigns are more successful with a targeted approach, which Facebook supports very well.
Don’t fall into the views trap
With every new marketing spend comes the expectation of results, and the most common metric for video is views. However, views are often a simplification of what the medium can actually do.
It’s important to set goals that are important to your business, whether it’s generating more traffic or securing new leads.
For general awareness campaigns, both YouTube and Facebook and their video advertising can be great options, as they have an extremely large pool of users to target. If the goal is not to shoot in the crowd but to hit specific targets, Facebook is the best option.
Both can work for conversion, but YouTube can be considered a slightly more direct medium. The end of an ad can be a call to action and a link to your site, which is all you want from a video ad .
Since Facebook videos appear as sponsored posts, users can easily click on the name and reach the business page. This can lead to two outcomes:
- If the page is active and has a good number of interactions, adding video content will only push the page even further into users’ news feeds.
- If, on the other hand, the page does not have a significant number of interactions and a significant frequency of content publication , most likely no one will ever see the video, because it will not appear on anyone’s home page.
The technical aspects
For both options, the first impression is what counts. This means that:
- You have to be very careful about the thumbnail you choose, because it is the first thing that users will see. In the case of Youtube in search and for stream ads, it will also be what pushes users to click on the content.
- Shorter is better. These . Videos are shown before what users actually . Want to see, so you don’t want to bore them with long content that doesn’t match the audience’s interests.
- The first few seconds are crucial. People can skip a video after just 5 seconds on YouTube, and Facebook uses autoplay to push users to watch.
This means that the first few seconds need to be the most engaging part of the video if you want users to keep watching.
Who wins?
Both platforms have significant advantages for video ads . Choosing the best medium depends on the audience you want to reach, the specificity of the product/service offered, the budget available and much more.
A preliminary analysis of all these factors is necessary to develop the strategy that allows you to achieve the best result with the least effort.
