Digital Video Advertising Outshines TV

Digital Video Advertising Outshines TV

Video

Digital video is hotter than ever for brands. According to the Interactive Advertising Bureau Video Ad Spending Study, advertisers are spending on average more than $9 million annually on digital video advertising (a 67-percent increase from two years ago), and video represents more than 50 percent of their digital/mobile ad spending.

The IAB report is based on a survey of brands and agencies across a wide spectrum of industries ranging from automotive to telecom. Most of the respondents plan to invest more into both digital and mobile video over the next 12 months. Many will fund their investments into video by reallocating their television budgets, and most respondents believe that original digital video content reaches an audience that TV cannot reach. They also prefer video because of the quality of the environment and overall effectiveness of reaching an audience.

These findings don’t surprise me. My own client experiences suggest that advertisers are also drawn to the measurability and audience segmentation possible with digital video compared to TV advertising. As I wrote on the KeywordFirst blog, not only can you target customer segments with online video, but you can see how many of them interacted with your site, subscribed to your YouTube channel, made a purchase, or watched another of your YouTube videos (other than the ad you just showed them). Not only can advertisers see the different interactions of an audience, but they can also see how much of the video ad that they watched.

To maximize the value of online video, I suggest that advertisers:

  • Develop an interactive video strategy tied to your branding goals and aligned with the behavior of your customers. Map out your customers’ journeys throughout the digital world and figure out how interactive video will best move your customers from the awareness to consideration to purchase and retention. In the healthcare profession, for instance, medical providers use interactive video to educate potential patients on topics such as wellness care, which raises awareness for providers when customers are researching topics such as proper dieting or exercising.
  • Understand the nuances of using video — both paid and organic — across different platforms. “Video” can mean many things to different brands, ranging from a bumper ad on YouTube to a Facebook Livestream. According to a recently released report from think tank L2, video formats provide different advantages depending on what platform you use. Instagram content provides higher levels of engagement compared to other platforms, Facebook provides incredible reach, and YouTube is better for longer-form video content that lends itself to episodic storytelling.

In addition, it’s important to stay on top of this fast-changing format. The different platforms are constantly introducing new features as they attempt to gain an advantage on each other, and advertisers that stay in the know will seize a first-mover advantage. On the KeywordFirst blog, we regularly discuss how to succeed with video (as shown by this example about livestreaming). Other useful resources include the blogs from platforms such as YouTube and third-party content from institutes such as the IAB. How are you capitalizing on interactive video?

Image source: Marketing Land

Putting Google Experiments to the Test

Putting Google Experiments to the Test

Analytics

I always found AdWords Campaign Experiments (ACE) to be a slightly cumbersome way to test different variables with online advertising campaigns. Reporting, particularly at the keyword level, took some effort, and the setup of the test itself could be time-consuming. So, when Google announced it was going to replace ACE with “campaign drafts and experiments,” I was rather giddy. Now that I’ve had some time to work with campaign drafts and experiments (aka Google experiments) option, I urge you to try it.

With experiments, Google allows advertisers to create a draft campaign (a replica) of a real campaign they are running. By doing so, the advertiser can make adjustments to advertising campaigns in a number of ways, such as changing keyword bids, ad group setup, ad copy, ad scheduling, and geo-targeting.

And how can an advertiser run the 50/50 split properly? Well, Google now asks advertisers how much traffic (budget) they want to spend on the new experiment campaign and how much they want to spend on the control (current) campaign. And with Google experiments, if an advertiser wants to run a test with 90 percent of traffic being piped through the control and 10 percent through the test, they can do so. Having the option to test traffic in this manner gives advertisers the capability to test even if they might be wary to spend more on a true 50/50 test.

Unfortunately (there’s always an unfortunately, amirite?) there are limits to what an advertiser can test, but those limits are not nearly the same as with ACE. For instance:

  • Some reporting isn’t available such as ad scheduling, auction insights, display placement reports.
  • The Dimensions tab is not available. Dimensions reports on search terms, by-day results, paid versus organic, and other deep-dive report.
  • Some automated bid strategies (e.g., “target search page location,” “target outranking share,” and “target return on ad spend) and ad customizers (e.g., “target campaign,” “target ad group”) are not available, either.

But, how many advertisers are looking to test these settings? Not many (other than me, that is). Rather, most advertisers will be using experiments for testing many of the basic questions, such as:

  • What messaging performs best in my ad copy?
  • Do increased keyword bids improve conversion rates?
  • What landing page leads to higher conversion rates?

For those with more advanced tests in mind, advertisers are able to dive deep into each campaign and try testing a number of variables, such as:

  • Excluding a search partner (e.g., another engine powered by Google, such as Ask.com) from the test campaign and keeping a search partner in the control campaign.
  • Targeting a city/state differently in the test campaign then in the control campaign.
  • Bidding differently on gender, age, device, or income.
  • Testing a different ad schedule.

The best new feature of the experiments is easier reporting. Instead of pulling segments, subtracting test totals from the overall totals, or having to run a crazy formula to confirm all of the test keywords were pulled correctly, Google breaks out campaign experiment results simply as “Experiment” and “Original” in the experiments tab. The totals are easy to see and couldn’t be easier to pull. Even better, these numbers are reported on in Analytics! The Analytics feature wasn’t possible through ACE.

After an advertiser does the tedious work of building out an account’s keywords, ad copy, and extensions, experiments allows the advertiser to test, and testing is the fun part of the job. Experiments allows us to get actionable data that can lead to better decision-making, not just for display or paid search, but in some cases across multiple tactics. Those results may give senior marketers another view of their marketing campaign effectiveness and rethink their approaches.