By 2019, advertising researchers predict that over 80% of all web traffic will be in video views. This means that anyone with a brain who is not already developing a major video ad campaign for their business, big or small, had better get on the wagon ASAP.
However, this isn’t really news to anyone, and we can see the prevalence of video on the internet in every site we visit, particularly in the advertising realm. The unfortunate truth, though, is that there is a lot of bogus video ad content out there.
There are two sides to every coin: while a great video ad can engender brand loyalty and boost sales, a lame video marketing campaign can often do more harm than simple image based ads. You have wasted the viewer’s time, and also likely made your business seem phony or inexperienced due to a poor video ad. This is why it is crucial to seek out the skills of true artists for your video marketing campaign.
Compelling versus Boring Video Ads
Take a moment to think up some of your favorite online videos. Depending on what type of a person you are, the video was probably either very funny or very aesthetically pleasing, or both. No matter how great you are in the marketing world, the “content is king” rule applies more to video marketing than any other field. You have to have a great plot and great visuals.
Although in my mind, the days of the basic video ads stuffed with celeb testimonials and 1-800 numbers (cough-Proactiv-) should be confined to the garbage bin, the internet is still plastered with these types of ads! As a viewer, this is unfortunate, but as a video marketer, this is actually gold. It means you have an even greater chance of making your ad stand out and shine compared to the white bread ads all over the web.
A video artist’s touch
The surge of video ads in the last few years is great news for creative professionals everywhere. Many incredibly talented traditional or experimental video artists have trouble finding work in today’s world, where most content ends up free on the internet. They end up “selling out,” and wasting their creative potential formatting cut-and-paste commission ads.
If, as an advertiser, you find a talented artist and give them free reign over the content (ok, maybe with a little guidance), they will almost certainly work passionately and well, because they are able to put true artistry into the video.
Artists and Scientists Combine Forces in the World of Video Marketing
The successful video ad goes beyond artistic flourish, though. It is important to make sure the most up-to-date market research from your sector is incorporated into the ad. Everything from what colors appear in the ad to the video’s length to the age of the actors will play a role in the ad’s conversion rate, depending on the audience. The combination of scientifically-backed data and impressive execution can make your company stand out from the rest.
And if you are a small start-up, don’t worry. There are enough talented “starving artists” out there willing to produce great work for relatively low rates.
