The rise and scope of mobile devices, added to the consumption that Internet users make of social networks, have caused brands to invest more and more advertising in online video. A right choice for professionals in marketing and advertising agencies, since according to data from the latest Strata company report, for almost seven out of ten of these organizations, it was the preferred strategy to generate engagement among consumers.

In fact, the results of this research conclude that the majority of online marketers are satisfied with the results obtained by such campaigns. Thus, 44% of those surveyed were confident in the return on investment obtained through the brands’ video advertising campaigns. Similarly, the percentage that acknowledged being insecure about the ROI achieved through online video advertising dropped 12 points, from 37% in the last report to 25% today.

Some conclusions that are shown in accordance with the main results obtained, last December, by the BrightRoll company. In this research, also carried out to online marketers, most of those interviewed (56%) argued  El Salvador phone number list   that investment in advertising campaigns through online video had turned out to be the most valuable strategy to achieve the objectives they intended Your clients.

For its part, Strata’s research also emphasized what type of online video content was best suited to attract consumers’ attention through advertisements. In this sense, the majority of respondents, 65%, argued that the most appropriate were those based on the interests of the audience.

This typology was followed by entertainment advertisements, although at a great distance, since the option was only cited by 25% of those interviewed, 40 points behind the first option. Ads that broadcast educational content as well as those that were presented by a famous person turned out to be the options chosen in third and fourth place, by the remaining 5% of those surveyed.

However, these data show a contrary assessment between the types of ads that marketing agencies prefer to opt for and those content that users and consumers of online video say they are willing to see. In fact, as Strata research conducted in April 2015 shows, viewers reported being more likely to consume videos that were fun (51.8%) as well as entertaining (45.1%). On the contrary, informational type advertisements and those featuring celebrities were the ones that obtained the worst results, being referred to only by 29.5% and 16.6% of those interviewed, respectively.

For its part, an investigation of the first quarter, carried out by the company VIdeology, found that the knowledge about the demographic data of the users was the main objective for which the companies opted for this type of campaigns, which were directed to obtain these data. This was followed by the companies’ interest in knowing the data on user behavior and, thirdly, their physical orientation. An indicator, the latter, whose importance eMarketer underlines, since it is an effective way to ensure that your products and services reach the correct audience.

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