When it comes to consumer engagement channels, videos take the lead. Something as short as a 10-second video has the potential to tell a magnificent story with the help of strategically placed emotional cues that resonate with all those that watch. Statistics show that people take one-tenth of a second to understand a visual scene whereas a total of sixty seconds to read approximately 250 words! And as such, videos are definitely more effective than any other form of content online because human brains have a better ability to absorb video content than long-form written content.
This makes videos one of the best mediums to market a brand, product, or services through as 64 percent of all consumers are more susceptible to buying a product after watching a video about it. It’s pretty incredible if you think about it! However, when mobile videos are not made effectively with a clear strategy in mind, they can soon drain you of your money. So, what are some effective mobile video ad strategies that work? Let us tell you.
Optimizing Videos for Bad Internet Connections
The nature of mobile phones indicates that many will stream content while on the go. While using mobile data, individuals can often get dodgy signals. When making a video ad strategy, marketers need to be mindful of bad internet connections and optimize their videos to be under 15 seconds and add much shorter ads in them. Another thing marketers can do is ensure that their videos have a low loading time which means that in theory, they should be running on HTML and that all their in-built optimization features are turned on. Without this kind of optimization, the lags alone can cause your viewers to abandon mobile videos before they have even begun.
Bonus Tip: Create your video ad in multiple aspect ratios to play on various platforms instead of having to spend resources creating a new video every time.
Incorporate Advanced Video Streaming Techniques
With the use of multi-codec streaming, video marketers can enhance the quality of their videos without needing to use more data. This feature uses a codec to optimize any video for the particular browser that it is playing on. Some of the industry giants like Netflix also use this feature to reduce bandwidth usage without having to compromise on video quality. Incorporate this into your video ad strategy to retain more viewers as a whole.
Do Your Videos Make Sense Without Sound?
People are almost always on their phones which means that video streaming, ad video streaming to be specific, is always an option for them. However, they don’t always have earphones or headphones. Did you know that almost 85 percent of all people view videos in silent mode while outside? As a general rule, people hesitate to play videos that contain music in public spaces, such as while walking to work. It should be your goal as a video ad maker to ensure that while your video should contain music that multiples its overall impact, that it is not less impactful without sound too.
If this is hard to do, you can always make use of close captions or text overlays with catchy colors so the viewers can understand the video without sound and maybe even save it for watching later, such as on Facebook and YouTube.
Add Clear CTAs
The ultimate goal of any ad video is to ensure views convert into real-time sales, which is why a brand’s inability to incorporate CTAs where they are needed can render the sales funnel completely ineffective. There are three prime locations for a call to action in your video ads:
1. Pre-Roll CTA
2. Mid-Roll CTA
3. Post-Roll CTA
According to Wistia, mid-roll CTAs generate the highest conversion rates, but this can vary based on the kind of content you want to add to your video.
As a video ad maker or marketer, you should know that as times change, platforms and trends evolve with them too. This means that your strategy will have to continue to evolve as well so your video ads can stay relevant, engaging and generate the highest conversion rates. So, which one is your most effective video ad strategy?