What is native video advertising? Here is a guide for businesses keen to use native video advertising as part of their marketing and advertising mix.
Native advertising is huge, and the paid adverts are injected into existing content on a site. For example, many publishers use Google’s native advertising platform for in-feed and in-article ads.
If you struggle to identify native adverts, you’re not alone, as this type of advertising blends in with everything on a website. It mimics the website’s template stylesheet and content.
Internet users love watching videos, and their popularity gave rise to pre-roll ads – those annoying ads that you can not stop for the first few seconds. What frustrates viewers is the lack of control over the playing of the ads; well, the good news is native video advertising is not the pre-roll ads.
Native video ads are incorporated into a blog post or any content on a website without appearing irrelevant and annoying.
Native Video Advertising Guide
Let’s look at how you can get started with native video ads for your business.
1. Choose channels carefully
The channel and how you target your native video ads determine your ROI. For example, Facebook, Twitter, LinkedIn, Instagram and so on provide native video advertising, and you don’t have to choose just one channel.
Therefore do some trial runs of native video ads. Seek to understand your target customers on the platform by analyzing the platform’s user data before, during or after every ad you run.
2. Focus on storytelling
When making native video ads, use compelling storytelling methods and real-life sceneries to connect with users and keep them engaged with the video.
Some of the big brands that use storytelling frequently include household names, e.g. McDonald’s, Coca Cola, Apple, Vodafone, Nike, Airbnb, J Sainsbury and many more.
3. Use emotional triggers
Your story must connect with people. It’s not enough to tell a story per se; therefore every for every native video ad, make sure you can successfully answer this question: can people connect with your story?
Plus, you can test your reply by saying how the advert is realistic and what the expected emotional response will be from your audience viewing the ad.
Know what moves people emotionally and make your videos appeal to them.
4. Optimum length for your videos
There is no rule as to how long a video ad ought to be, but the shorter, the better because most times, people would get bored if it’s too long.
The message you are passing across and the emotion it would trigger is more important than the length of the video. Because it’s a story, it doesn’t have to be lengthy to work. However, the optimum length is two minutes.
5. Social listening
You can use social listening platforms to know if people are talking about your video ad and what they are saying.
Referrals are measured by the number of shares. So when people share your video, you’ll know the ad has resonated with viewers. However, has it affected your viewers for the right reasons – i.e. are they reacting to it as you’d like?
Remember, poor quality or inappropriate advertising is also shared, and you want to avoid falling into this category. Always review analytics, feedback and comments regarding your ads.
7. Retention reports
It helps you to know if people watched your video more than once. Don’t assume they did watch it frequently because it was superb. Instead, find out why they repeatedly viewed the ad. Use the findings to improve parts of the production of the message so your ads improve every campaign.
8. Video reports
We all know what bounce rate is – it’s the metric for a visitor’s duration on a page.
Do you believe in knowing what percentage of people watched your video from the beginning to the end?
Plus, what demographic of people stayed with the video longer? Of course, you do, as this intel drives what you do with your next native video advertisement.
9. Use surveys
Surveys go a step further in your understanding of consumer behavior. Use the survey apps on platforms like YouTube and Facebook, and your blog to learn more about your customer and your ads.
Native video advertising is wowing advertisers with its high ROI. Businesses are existing platforms and apps to get their message out, and feedback from measurement is driving success with slicker ads both in content and production.
This guide is an overview of the basics required to get started with video ads that will turn your viewers into advocates and customers.