Video advertising is the hottest trend on the internet. It has a clear explanation. Online videos increase conversion and make leads cheaper and consumers are crazy about videos. They are dedicated fans of YouTube and its stars and increasingly consume that content on more devices. In just two years, the consumption of videos on mobile devices has increased by 400%, which is a more than remarkable figure.
Brands have therefore found their next vein. But although consumers want to watch videos, they are not willing to do everything for them. The online media seem to have forgotten and are beginning to fill their pages with increasingly annoying practices. The most nerve-racking practices in online video advertising range from pre-ad accumulation for short videos to hidden in-text (and unavoidable) videos to the obvious and annoying autoplay.
However, and although the online media have indulged in it, companies should not follow these techniques when facing their online communication strategy. You can use the video to talk about the brand and you can get great results, but you have to do it with some intelligence and strategy. Kiip, specialized in video advertising, recommends finding the best Mexico WhatsApp Number List moments and offering the most appropriate content as basic lines between which corporate online video has to turn, although these are not the only issues that a brand has to have.
Nothing is more annoying than an interruption and if we know that and we have verified it in other fields, why do you forget when advertising online? One of the main complaints that consumers have about online videos that brands try to convince them with is just that: they arrive when they are most annoying. Virtually all the practices that the media are doing to sell video ads deserve their entry into the purgatory of advertising for precisely this reason.
From Kiip they remember that the user experience should never be interrupted with a video and they recommend approaching it in another way. Watching the video can be part of the experience or something attractive can be made by adding a reward, they point out. By eliminating the obligation to see it, in addition, brands will be able to really reach those who are interested in it and not the long-suffering consumers who found no way to avoid it, they recall.
And if there is nothing that annoys more than video advertising, why should a brand launch it in bulk? When it comes to delivering a video ad to a consumer, at Kiip they advocate not only targeting by demographic criteria but also betting on relevance. The user should see only the ad they want to see and are interested in.
It is not such a crazy proposition. Advertisers have been doing it on television for decades and, if the ad seen in children’s hours is not the same as in prime time at night, the video ad seen on the internet should not be the same either. Segmenting by interests is also much easier on the Internet than on television, since online companies have many more layers of information about their consumers than traditional media.
Videos are a way to show the most human part of brands and to turn them into something closer to consumers, warn Kiip, so these contents must demonstrate much more clearly that they understand the emotional part of the network. They must show emotions and create emotions.
The emotional part is very important on the internet and it is especially so when it comes to getting internet users to accept or love content. Emotions are what make consumers react to the content offered to them and they expect to feel identified and moved to action by them. The emotional charge and especially the charge of positive emotions is, in fact, the one that explains why some things become viral.