Consumers are spending more and more time online, and a growing percentage of that time is spent with digital video. According to eMarketer, US adults will spend an average of 5 hours and 38 minutes with digital video each day, with cross-device consumption driving that growth. However, marketers are still trying to figure out how to use video marketing as a revenue-generating tool.
Today’s marketers have continuous pressure to demonstrate ROI from the channels they use. Their future budgets and businesses depend on the outcomes of current campaigns, but many video marketing campaigns serve as branding tools, not drivers of revenue and sales.
To truly see video ROI, marketers must consider metrics beyond branding and engagement, and that starts with creating more relevant video content for target audiences.
Below, we have outlined three examples of how you can connect your video marketing and advertising to drive sales.
1. Prioritize Creative Over Data
Brands have focused on connecting with consumers by sifting through terabytes of data and targeting millions of micro segments. If this approach doesn’t have the right mix of creative and messaging, it can become impersonal or, worse, irrelevant to the consumer.
1-to-1 personalization starts by shifting the conversation about marketing from media metrics and ad delivery to what products and information are most important for the consumer. Use existing user data to inform what content you show to which consumer so that it connects on a meaningful level.
*Eyeview partnered with Lowe’s on this campaign.
In this 25-second clip (a finalist for Digiday Video Awards, Best In-Stream Video) Lowe’s customized its digital video ad based on several elements to create more than 180,000 personalized videos. In addition to personalizing based on whether the viewer purchased at Lowe’s in the past, each video includes:
- Maps of the closest Lowe’s stores to the consumer.
- Prices for on-sale items that are most relevant to the individual consumer based on their location and past purchases.
- Daypart data that adjusts to weather conditions, such as rain or sun, and weekday versus weekend depending on when the customer is watching.
Why it works: The approach married scale, efficiency, and targeting of programmatic buying with creative and products relevant to each local store. For example, viewers in Dallas are more likely to have the outdoor space for a grill while consumers in downtown Chicago probably don’t have large patios, but they’re still in the market for other appliances. Prioritizing the creative allowed Lowe’s to deliver personalized content that resonated with consumers in markets all over the country.
2. Bridge the Gap Between Creative and Intent
Ninety percent of shopping still happens at brick-and-mortar stores, so connecting online and offline commerce is a big opportunity for brands. Mobile pushes this even further by driving and directing local shopping on the go. The challenge is to plan and execute communications with an ever-expanding list of messages across myriad uncoordinated channels.
Buying a car is a good example of how complex the buying process can be. Most consumers start shopping on the web, looking at car details, reviews, and other expert information to make an intelligent choice. In the above video, Ford partnered with a credible influencer, Lewis Hilsenteger from Unbox Therapy, to build brand equity and drive direct response around its Ford Focus.
Why it works: The “unboxing” concept, where experts or influencers walk consumers through a product review, is typically reserved for electronics. By leveraging this tactic for a larger item, like a car, Ford presented a familiar, simple concept but on a different scale than consumers had seen previously.
However, if Ford had used consumer data and geo-fenced perimeters to deliver personalized videos to in-market shoppers, it could have generated localized consumer interest. Imagine if each video ad variation included local dealership pricing, specific offers, and a map of the closest Ford dealerships to the viewer.
3. Connect Social Media and Personalized Video
Closing the loop from social to sales is an important component for B2C marketers, and Facebook is the top channel in that equation. Although Facebook Live has gotten the majority of recent headlines, a brand’s ability to combine targeting and unique creative within the context of how people use Facebook and Instagram is the bigger opportunity. It’s not enough to repurpose 15- or 30-second TV ads.
Mini (owned by BMW) used creative from a national 30-second video ad, added in 1-to-1 personalization elements such as calling out specific features and directing users to their nearest Mini dealership. For example, one message could call out the 3-in-1 soft-top for convertible enthusiasts or the new rain-warner technology for consumers most concerned with safety. This produced more than 125 different 10-second videos that were then targeted to potential consumers through Facebook ads.
Download our guide, Creative Best Practices for Facebook Video!
The campaign was continuously optimized during its two-month run against best-performing audiences to drive the most amount of traffic to key pages on the brand’s website. The campaign generated more than 9 million impressions, 1.1 million video views, and 1,700 leads for the brand.
Why it works: Social is personal, but social also relates to local. The Mini videos targeted auto intenders (people currently shopping for a car) with messaging that highlighted specific features relevant to each person, and then directed that user to their closest dealerships along with local pricing and offers. When repurposing campaigns for Facebook, it’s not enough to just run the same thing on a different platform.
The Bottom Line
When it comes to video marketing, brands must steer clear of the one-size-fits-all mindset. To create a successful campaign, consider these four key components, which create impact that extends beyond traditional reach and frequency :
- Audience Identification. Who is watching? This can include behavioral targeting, location, time of day, or in-market status.
- 1-to-1 Creative Communication. What messages are you delivering to get your audience to take the desired action? Then, how do you personalize creative by moving from one piece of creative to thousands?
- Media Activation. Where, when, and across what channels are your delivering your communication to users? Think LAND (Location, Activity, Need, Daypart); all these factors can impact your ability to reach and create demand with your audience.
- Omnichannel Measurement. How are your quantifying impact and ability to solve that specific business challenge? Think about going beyond soft metrics to actual business outcomes and sales.