Top Five Video Advertising Strategies & Techniques for Brands

by Buana Sari Digital Marketer

According to Wyzowl, an overwhelming majority of brands are utilizing video as an integral part of their advertising efforts, with 91% of them incorporating video into their marketing strategies in 2023. This year also sees the highest-ever proportion of brand marketers, standing at 96%, recognizing video as a significant component of their marketing plans. Furthermore, individuals are spending an average of 17 hours per week watching online videos in 2023. The video advertising market is predicted to witness a substantial growth in ad spending, reaching a projected value of USD 176.60 billion. Additionally, it is estimated that mobile platforms will contribute USD 180.00 billion to the total ad spending in the video advertising market by 2027, according to Statista.

Over time, digital video advertising has undergone significant transformations. It initially started with video ads displayed on computer screens and later expanded to platforms like YouTube, social media platforms, connected devices, and video-on-demand services. The popularity of digital video advertising has surged as people increasingly consume online video content, shifting their attention away from traditional television and towards smart devices. This shift has led to the rise of OTT (over-the-top) advertising, which brand marketers utilize to deliver storytelling experiences. Another emerging superior form of video advertising is moLotus mobile video customer interaction platform which is opening up new possibilities for brands in the digital advertising landscape.

The growth of mobile video advertising can be attributed to two key factors. Firstly, the advancement of internet infrastructure has played a pivotal role. The internet has witnessed remarkable improvements in accessibility, speed, and affordability over the past decade. These developments have facilitated the widespread adoption of digital video advertising as brands can seamlessly reach a larger audience.

Secondly, the affordability of smartphones capable of connecting to the internet has been instrumental in driving the surge in mobile video ads. As the prices of these connected devices have decreased over time, they have become more accessible to a broader range of consumers. Consequently, more people are incorporating these mobile devices into their daily lives, leading to increased viewership of video ads.

Overall, the evolution of mobile video advertising has been shaped by the advancements in internet infrastructure and the growing affordability of smart devices. As mobile technology continues to advance and connectivity becomes more ubiquitous, the era of mobile video advertising is expected to undergo further transformative changes.

But still, some brand advertisers are hesitant towards embracing video advertising. They are concerned about investing in video advertisements and then not getting the desired results. As per the data presented by Wyzowl, 30% of brand advertisers lack the time to create video content. 18% of brand marketers do not know where to begin with video creation. 10% of them are not capable of persuading their key decision-makers of the need to invest in video advertising. 10% of marketers feel that video ad creation is too expensive a process whereas 5% are not sure about getting a good ROI from video content creation and 8% don’t create video ads because they don’t feel the need for videos.

It is understandable for brands and advertisers to have concerns regarding video advertising, as there is a real possibility of creating a "bad" video ad that does not align with their marketing objectives. Consequently, it is crucial to thoroughly prepare and conduct the necessary research on the utility of video advertising and tools related to it.

While each business is unique and requires a tailored advertising approach, there are general guidelines that can be followed to improve the quality of video ads. The following are some of the video advertising strategies and techniques for brands:

1. Personalize Videos

Personalized videos refer to video content that is tailored for individual customers by incorporating specific personalized elements. These elements can include various details, such as the viewer's full name, date of birth, location, job title, or the organization they work for. Additionally, personalization can extend beyond these factors and encompass content that relates to the viewer's interests or the problems they are seeking to solve. This type of personalization has become essential in video advertising today, as it greatly enhances the customer experience by providing greater value. As a result, personalized videos have a higher likelihood of generating conversions compared to non-targeted videos.

The primary goal of personalized videos is to create a sense that the content has been specifically tailored or designed for each viewer. By employing a personalized video advertising strategy, brands can make customers feel recognized and valued, which in turn helps build trust and rapport. This strategy capitalizes on the basic human desire to be acknowledged. Including personalized elements, such as customers' names, in videos ensures that the brand's message resonates more effectively with the audience. By acknowledging the individuality of each viewer, brands can establish a stronger connection and engage them on a more personal level.

According to a study by Salesforce, 92 percent of brands and advertisers have already begun using personalization and have found huge success with it. The same study reveals that 74% of advertisers found that personalization had a strong impact on their campaigns.

Brands and advertisers have been trying different tools including social media for creating mobile video campaigns with inadequate outcomes. moLotus stands out as an exceptionally powerful strategy for establishing connections with potential customers via effective video campaigns. The rationale behind its effectiveness is straightforward. Through the creation of hyper-personalized moLotus mobile video advertisements, brands can enhance their engagement with their customer base and optimize their earnings.

Importantly, the moLotus advertising platform enables personalization through the utilization of extensive customer data and profound intelligence. Personalization is done on the basis of data-points such as name, address, contact number and many more. Several brands have achieved huge conversions from personalized recommendation video campaigns. The personalized mobile video ads possess the ability to reach customers' mobile inboxes and persist there until the customers choose to delete them. Notably, moLotus video ads are completely devoid of spam.

2. Create Interactive and Immersive Experience

Creating immersive and interactive video experiences for customers is an effective way for brands to captivate their audience and drive engagement. The key is to leverage technology to add interactive elements to video campaigns.

Based on the State of Video Marketing report, 17% of video marketers intend to incorporate interactive video into their video marketing strategies for 2022. Traditional video, also known as linear video, is the familiar type of video where viewers click "play" to start the content and have limited options such as pause, rewind, fast forward, and restart during the viewing experience. However, apart from these basic functions, there is little opportunity for viewer interaction with linear videos.

In contrast, interactive videos provide viewers with the ability to actively engage with the video content using various call-to-action options. Users can click, call, reply via sending sms, and perform more digital actions to interact with the video campaign content. These interactive features enhance the viewer's experience, making it more enjoyable, memorable, and engaging. Interactive video has rapidly gained popularity as a well-established marketing tool. According to a study conducted by Spiel Creative, nearly 90% of marketers surveyed reported an increase in online sales after incorporating interactive videos into their strategies. Additionally, over 85% of respondents expressed their intention to create more interactive videos in the future. These statistics are expected to rise further as brands continue to explore different tactics and identify the most effective approaches to resonate with their target audience.

A rising trend among brands in 2023 is the adoption of moLotus interactive mobile videos. The increasing availability of mobile technologies, such as moLotus, has made it easier than ever to create this type of mobile video ad. Industry experts even predict a significant increase in this number by the end of 2023. Prominent brands like Suzuki, Amazon, Toyota, and HSBC are leveraging moLotus mobile video ads, which provide convenient customer interaction options such as SMS, call, clickable web links, USSD, mgrams and more. The moLotus platform and technology facilitate a two-way contextual conversation between customers and brands through high-quality videos, followed by multiple interaction options.

3. Customize Video Campaigns

Video ads have evolved to become more targeted, catering to the specific interests and preferences of individual viewers. This shift in approach is driven by the growing understanding that other forms of content may not effectively resonate with diverse audiences. Brands are leveraging advanced targeting techniques to deliver video ads that are relevant to the specific characteristics of their target audience.

One of the main advantages of video advertising is its capability to get quick attention and engage viewers through visual and auditory stimulation. However, to maximize the impact of video ads, brands recognize the importance of targeting the right audience with the right message. By employing sophisticated big data analytics, brands can gather insights on consumer behavior, demographics, interests, and preferences. This data-driven approach enables brands to segment their audience and create targeted video ads that are more likely to capture viewers' attention and drive desired actions.

Customized video ads delivered via tools like Facebook, Google, Instagram, etc. allow brands to deliver highly relevant content that aligns with the viewer's interests, needs, or previous interactions with the brand. For example, a viewer who has previously shown interest in sports may receive video ads promoting sports-related products or events. By customizing the video content to specific audience segments, brands can enhance the overall viewing experience and increase the likelihood of conversion.

Advanced targeting techniques offered by mobile video advertising tools like moLotus enable brands to reach specific geographic regions, languages, demographics, or even individual customers. This high level of granularity ensures that mobile video ads are delivered to the most relevant audience, maximizing the return on investment and minimizing ad wastage. By utilizing geolocation data, brands can target viewers in specific locations, tailoring the message to reflect local preferences, languages or events.

Moreover, moLotus customization options can extend beyond traditional demographics to include psychographic factors such as lifestyle, attitudes, and interests. By comprehending the psychographic profiles of their potential customers, brands can create video ads that resonate on a deeper level, tapping into emotions, values, and aspirations. This customized approach fosters a stronger connection between the brand and the viewer, ultimately driving brand loyalty and customer engagement.

In addition to targeting specific audiences, brands are also leveraging the technology to optimize the delivery of video ads in real-time. moLotus uses algorithms to identify and target the most relevant viewers based on their behavior and preferences. This ensures that video ads are served to the right audience at the right time, increasing the chances of customer engagement and conversion.

4. Focus On Storytelling

Brands can leverage mobile videos to effectively tell stories and engage their audience. Mobile videos are often consumed on-the-go, so it's crucial to deliver concise and impactful storytelling. Brands should focus on creating short videos that catch attention within the initial few seconds and drive a compelling narrative quickly. This can be achieved through concise scripts, visually engaging scenes, and dynamic editing techniques.

Videos provide an opportunity for brands to showcase authentic and relatable stories. By featuring real people, genuine experiences, and relatable situations, brands can connect with viewers on an emotional level. Authenticity builds trust and helps the audience resonate with the brand's message. Mobile videos offer various visual storytelling techniques that can enhance the narrative. Brands can utilize visual formats to convey their story in a captivating way. Carefully chosen visuals can evoke emotions, enhance the narrative, and leave a lasting impact on the viewer.

Music and sound effects play a crucial role in storytelling. Brands can select soundtracks that evoke the desired emotions and complement the narrative. The right choice of music and sound design in videos enhances the storytelling experience and helps create a deeper emotional connection with the audience.

Mobile videos are often shared and consumed on social media platforms. Brands can leverage social media integrations to extend the reach of their storytelling. Encouraging viewers to share the video, engage in discussions, or participate in challenges related to the story can amplify the brand's message and create a sense of community around the narrative.

A still better and ‘hate-free’ option for brand story-telling would be moLotus, effectively telling stories through 40 sec. mobile videos and other rich media formats including brochures, slideshows, greetings, and showcases. Using moLotus brands can focus on concise and impactful storytelling, authenticity, visual techniques, interactivity, diverse visual formats, and emotionally resonating soundtracks.

By leveraging these strategies, brands can create compelling and engaging mobile video stories that resonate with their customers and leave a lasting impression.

5. Keep-on Testing and Optimizing

Testing and optimizing video campaigns is crucial for optimizing results and improving their overall effectiveness. Testing allows brands to evaluate the performance of their video campaigns objectively. By monitoring key metrics such as click-through rates, view rates, engagement, conversions, and audience response, brands can gain valuable insights into how well the video is resonating with the target audience. This data helps recognize areas for enhancement and informs future campaign iterations.

Testing video campaigns enables brands to refine their messaging and storytelling techniques. By creating different versions of the video with varying narratives, visuals, or calls to action, brands can determine which elements generate better responses from the audience. This iterative process helps fine-tune the message and ensure it aligns with the brand's objectives and resonates with the target audience.

Testing allows brands to optimize their targeting parameters to reach the most relevant audience. By testing different audience segments, demographics, geographic locations, or interests, brands can identify the segments that respond most favorably to the video content. This information helps allocate resources more efficiently and target the right audience to maximize campaign success.

Testing video campaigns enables brands to make informed decisions about budget allocation. By analyzing the performance of different iterations or variations of the video, brands can allocate their budget towards the versions that generate the best results. This optimization ensures that resources are allocated effectively, maximizing the return on investment for the video campaign.

Advert tracking and data analytics are key features provided by mobile video ad platforms such as Adcolony, moLotus, and InMobi. These platforms offer robust tools to help brands monitor the performance of their advertisements and gain valuable insights from data. With its real-time progressive campaign tracking and data analysis capabilities, the moLotus platform empowers brands with comprehensive ad reports and advanced big data analytics. This allows brands to optimize and improve the performance of their video ads, ultimately leading to increased revenue generation.

Conclusion

This year, there is a clear indication that the usage of videos is rising, as the majority of existing marketers have expressed their intention to continue their video marketing strategies. Additionally, an overwhelming 70% of non-video marketers are also planning to venture into video marketing. This trend highlights the growing recognition of the effectiveness and potential of video as a powerful marketing technique across various industries.

In a highly competitive digital landscape, brands need to explore innovative solutions to elevate their video advertising strategies. A powerful platform like moLotus helps brands to create personalized and interactive video messages that captivate their target audience. By leveraging moLotus' features such as personalization, interactivity, tracking and analytics, integration, and automated campaign management, brands can unlock new levels of success in their video advertising endeavors. Embracing moLotus videos can revolutionize how brands connect with their customers, delivering impactful video experiences that drive engagement, conversion, and long-term brand loyalty.