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Digital Video Ads: Top 3 Learnings For Creating Videos

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Gone are those days when traditional way of advertising was an advertiser’s’ preference. Today is the age of digital video which has surely surpassed traditional modes of advertisement.

Shift from TV to Online Videos

Seeing the present trends, it is not hidden that a person who advertises on online platforms is going to fetch better results (far better) than a person who relies on TV or traditional methods of advertisement.

As per Google findings, the time on YouTube has risen 74% year over year (Y-O-Y) while time spent watching TV has fallen 4.6% for age group 18 to 49 years.

There isn’t any doubt that with viewership moving online, preferences of people, attitudes, and behaviours toward video are exceedingly changing. However, there is a challenge for advertisers in terms of creating content that builds personal connections, that’s high in shareability and makes viewers want to tune in.

How can advertisers build content that is shareable?

Well, through infinite work, experimentation, and testing the real-world ads to see what’s working and why is it working, the only way is to bring data to the art of storytelling.

There are metrics like ad length, brand placement, and storytelling style that affect the brand lift metrics. With these experimentations, there are a lot of things we could learn.

What will you learn from this blog?

You will learn about experimenting and how can you practically apply these lessons to your online video strategy.

3 best lessons for creating digital video ads

Here are top 3 lessons from Google’s experimentation about creating digital video ads

Learning 1: Experimentation will eventually lead to innovation

With the dynamic environment and the ever changing consumer behavior, it is has become crucial to keeping pace with these changes. For that matter, one should question what we know and experiment to find out what works. But it is important to know the difference between testing and experimentation before you jump into this.

By testing, one means being more tactical. For instance, a brand might run an A/B test in order to determine what media to invest more heavily in or which message echoes with an audience. Whereas talking about experimentation is related to a brand to go beyond testing and try out new ways of doing things. By experimentation, one can drive new ways of thinking by asking deeper and bigger questions about audiences, platforms, and formats.

But from where should you start?

  • Get started with a universal truth that your agency believes in and get experimenting.
  • Asking questions like ‘should the way we present ads be different on mobiles?’ or ‘how long should it be?’ will lead to more meaningful insights and richer data.

After Google’s experimentation with Mondelez International, it was found that longer ads may be more impactful and hence are watched more as compared to 15-second ads. These learning types can be applied across the board to different campaigns and brands.

Key takeaway: Get started with what your company believes is a universal truth and get experimenting. Explore what is not known and test the hypotheses you proposed before experimentation. After that seek to disprove it and look at it from all possible angles. Go for the answers that everyone wishes to know but hasn’t tackled yet.

Learning 2: If you are resourceful then digital video ads is easy

We don’t mean you a lot of money. Well, creating successful online videos doesn’t mean you have to have a creative overhaul, too many dollars, and new shoots. If you are resourceful, creating digital content can be simple. One of the ways to get new content up quickly and in less money is: don’t start from the scratch. Recut and repurpose your existing assets to put together options that could go well on digital video portals.

For instance, you have a video on digital marketing course, you could make small tweaks to existing creative to develop something different and online-optimized versions. The production costs will be low and recutting the creative will not eat up much of your time.

Having a well structured creative platform and a solid insight will help you create a clever and quirky videos that move up the number of views, users, and conversions. In fact, the industry leaders too, are in support of brands rethinking in order to stay excellent and agile.

“Companies must have the confidence to think a little less and to create and experiment a bit more.” BBDO’s President and CEO Andrew Robertson

Key takeaway: The risks here are lower along with low money and time investment. Therefore, you are free to produce a bunch of different versions with this scrappy approach that can be repurposed for different platforms and geographies.

Learning 3: Don’t care about breaking the rules

Don’t be afraid to break the rules. Wait, we don’t mean you can break rules everywhere!

With online videos, you can do whatever you feel like and there is no rulebook for what you shouldn’t do for online video. In fact, it is often the brands that break the rules that see the most success.

For instance, when Mountain Dew knew there is an opportunity to reinvent the pre-roll ad, the company grabbed it. What did they achieve? The result was digital video ads that viewers actually wanted to watch.

Why not try something new? Why not shuffle around pieces of content that you have already produced? Be different and wacky. Well, weird things attract people.

The brands that find authentic and fresh ways to tell stories are the brands that grab the attention of the consumers and industry. For instance, the Cannes YouTube ads Leaderboard which are at present the most popular global ads released for Cannes 2016.

Key takeaway: Go for something fresh. Fiddle around with the pieces of content you have already produced. Sell in something that is nontraditional. Notice what works for you and sticks. Start from there. Challenge the status quo and experiment on what you have in your mind about digital video in order to become an agent of change for your company.

For instance, this could mean experimenting with new formats like 360 video or with how you can run your video ad and where. Bringing the innovative thinking and scrappiness to the process, you will be able to find it easier to keep up with the viewers’ habits. Therefore, the agencies that have a mindset of continual evolution and experimentation are the ones that will see the best success of their work.

Here’s an example of how can you create video ads for mobile…

Have something to add? Share with us in the comment section below!

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