Emotional staging of moving advertising messages

VIDEO ADVERTISING Advertising with moving images has long since conquered the Internet. What does successful video advertising look like? Which forms of advertising are particularly in demand? And what kind of content do the videos need to generate attention? MK interviewed four experts. This report appeared in the October issue of the trade magazine "Marketing & Communication". Further articles on digital, marketing [...]

Editorial - 29 October 2015

This report appeared in the October issue of the trade magazine "Marketing & Communication". More articles on digital, marketing and communication topics? To the subscription. Video advertising is booming. According to a global study by the media agency Carat, advertising with moving images is the biggest growth driver in the digital advertising market alongside mobile advertising. Growth rates in 2015 of more than 20 percent on both the German and global advertising markets speak for themselves. "More and more brands are recognizing the potential of moving images beyond linear TV and are starting to invest larger budgets in digital video advertising," says Christopher Samsinger, CEO of Carat Germany. In Switzerland, too, more and more companies are turning to video as a format for online advertising. But how do you ensure that the advertising videos reach the right target group? Various service providers help to place the videos specifically on the Internet.Greater recall value thanks to emotionsOne example is the Goldbach Video Network. With the network, Goldbach Audience offers a multi-screen product with 100 percent in-stream inventory. The network makes it possible to use advertising messages in the form of moving images, in branded environments and on any screen. "Video ads can be staged more emotionally than other online advertising formats, which can amplify the impact," said Alex Beerli, Product & Partner Manager Video at Goldbach Audience. "Our video network has a high reach." InStream Pre/MidRolls are particularly popular, he says, because these video ads are served with sound from the start. According to Beerli, emotion still generates the most attention with videos. "The customer should feel picked up and validated. What he sees should trigger a good feeling. If the user is also prompted to interact, he gives the advertising video the highest attention." Spots should last no longer than 15 seconds for optimal completion rates. "Likewise, the brand should be recognizable in the first seven seconds, as most video ads are skippable from then on," Beerli said. Examples of good video spots are those of Graubünden Tourism with the ibexes Gian and Giachen or of Evian with the dancing babies.

https://www.youtube.com/watch?v=pfxB5ut-KTs

Focus on user signalsThe digital marketing agency Webrepublic focuses on various points when it comes to distributing videos in a targeted manner. On the one hand, the focus is on user signals. "When we deliver a client's promotional video, we aim for continuous improvement in targeting," explains Joël Meier, Senior Consultant Display Advertising at Webrepublic. "User groups that have an affinity for the video and watch it often and gladly in its entirety are included to a greater extent, while less affine users - the video dropouts - are no longer taken into account. In this way, we improve the relevance of the delivery and at the same time gather valuable knowledge about the actual target group of a brand." Increasingly, however, Webrepublic is getting involved earlier, in the production of the video. "We help brands make their creative material fit for video platforms like YouTube," says Meier. "This can take the form of a consulting mandate, but it can also be a full implementation of an online-specific spot." Webrepublic has an in-house creative department for this purpose, which works with the performance people to develop holistic concepts that are perfectly tailored to the medium. The most popular video advertising format among Webrepublic clients is the preroll. It is based on the classic TV spot, and its reception is therefore already learned among the population. Niche products such as sponsored video thumbnails on YouTube achieve less reach, but can be very powerful for certain content. "We see this when videos are clicked on frequently and watched completely finished, and then users independently watch more videos of the brand on the channel, " says Meier. "It's a great signal that users have been activated after the ad contact and are spending a lot of time with the company's content."In-stream advertising in demandWith Stailamedia Exchange, Stailamedia AG offers an integrated platform for media and data products. Data from display, mobile and video campaigns is aggregated and processed on the same platform. The aim is to address all advertising-relevant target groups without any major wastage. The most popular form of video advertising at Stailamedia is in-stream advertising, i.e. pre-, mid- and post-rolls, as these come closest to TV advertising. Unlike on TV, however, in the online sector usually only one spot is shown instead of an entire commercial break. For the customer, this has the advantage that he can continue to use his TV spot online without any problems and additionally achieves higher perception values than on TV. "In-stream video advertising is particularly impressive because of the combination of moving image and sound," explains Stailamedia CEO Michael Baum. "Add to that the size of the video player: no other online advertising form gets more attention. If video advertising is placed in conjunction with moving image content, the advertising impact is far greater. According to Baum, large-scale in-page formats for display and mobile are also becoming increasingly popular. Basically, he says, it's about replacing missing in-stream reach as intelligently as possible. "We believe in attention-grabbing in-page video formats in particular. KPIs such as visibility and size of the format become important here. In the future, pricing models will also have to be aligned with these two KPIs."Good story in the foregroundFinally, the newly founded Yoveo AG also supports companies in the development and implementation of a comprehensive video strategy as well as in specific technical issues. The customers do not book video advertising, but operate their own WebTV channel via Yoveo. "We are generally not a fan of video advertising, but of good and relevant video content," says CEO and co-founder Marc Lottenbach. "The good story has to be in the foreground. " For Lotterbach, it is no longer appropriate to transfer advertising videos originally conceived for TV one-to-one online. "New media can offer so much more with video and, above all, entertain." Accordingly, Yoveo recommends that its customers use video advertising only for refinancing purposes of portal license fees. "Watching content without advertising is almost a privilege today, " says Lotterbach. "Innovative video content marketing formats are about content and entertainment. Not about boring advertising messages. " Thus, the Yoveo CEO is convinced that companies should invest more in their own and relevant video content instead of video advertising in the future. "This is a much better way to show stories about products, the values associated with them and the people behind them. This will excite users and not be annoying as with advertising."Author: Simon Wolanin

Emotional staging of moving advertising messages

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