How To Improve Your Video Marketing Strategy With Contextual Targeting | RTB House | Open mic
Video is one of the most powerful marketing tools in today’s digital world. While it can be used to convey a message in an engaging way and quickly reach a large audience, it can also be difficult to target the right audience. It’s not as simple as uploading videos and hoping for the best; to maximize impact, video marketing must be strategic. And that’s where contextual targeting comes in.
Using the potential of video to target specific audience members with contextual targeting can help brands capture attention, which, in turn, can improve brand awareness and recall. By understanding the different ways video can be used to reach target audiences, brands can create videos that look great and also deliver messages.
What are the benefits of video advertising?
It’s no secret that video content is one of the most shared types of content online, and according to a report from InVideo, this trend is set to continue for the foreseeable future.
Did you know that 95% of viewers retain a message after watching a video, compared to only 10% for text messages? Indeed, the brain loves visuals and can process visual information 60,000 times faster than text.
And because a video contains more information than text, the overall effect of dynamic content is a deeper emotional connection. Video can help build a relationship with the user and connect with their emotions as it engages their visual and auditory senses, and if someone connects with the content they are likely to recall the information more easily . For video advertising, 30 seconds is a long time, and many brands are experimenting with short ad forms, ranging from 6 to 15 seconds. This means that it is imperative to convey the main points of the video within the first few seconds to maximize the effect.
Video advertising is indeed one of the best investments a brand can make, especially since brands that use video grow their revenue 49% faster than those that don’t.
But how can brands create engaging, shareable video?
A key factor to consider is the sequence of the video. By carefully sequencing scenes and shots, brands can create a narrative that builds suspense and engages audiences. This will help them feel engaged and encourage them to keep watching until the end.
How can contextual targeting improve your video advertising strategy?
Contextual targeting is currently one of the hottest trends in video advertising because it can be used to deliver messages that are relevant to the user’s current context and situation, which means ads are more efficient.
Here are some other benefits of video targeting:
- Increase brand relevance
While some content is downright dangerous, contextual targeting allows advertisers to go beyond standard metrics and ensure ads match the overall context users are in. It’s a great way to minimize ad fatigue and maximize the chances of positive user feedback.
- Effective targeting
The simplest targeting techniques are based on user behavior. Contextual targeting in video enables a different advertising model that helps advertisers reach an audience that is most interested in the products or services they offer in real time. The combination of relevant content and guaranteed user interest helps advertisers increase ad recall by up to 73% according to an Integral Ad Science (IAS) study on ad context and attention.
- Improve the customer experience
Since contextual targeting places ads on a website that are related to its content, it allows advertisers to target videos based on locations and interests. This enriches the user experience and increases brand popularity by up to 5% and purchase intent by 14%, according to the same IAS study.
- Respect for user privacy
Combining video ads with the power of contextual targeting helps advertisers and consumers without violating privacy. Advertisers can present videos to the right audience without requiring personal user information because contextual targeting analyzes website content, not user behavior.
How to measure the effectiveness of video ads
While contextual targeting can ensure that brands present their content to the right audience, how can they effectively monitor the performance of their video campaign?
Cost per completed view (CPCV) is a useful metric that can help brands and advertisers optimize their marketing budgets and know if users are engaging with video content, but they are attention metrics that, although are a relatively new approach to digital advertising, have already shown their value for brand owners. Unlike traditional marketing metrics, which focus on reach and completion rates, attention metrics allow marketers to measure the true value of their audience and the effectiveness of ads in capturing users’ attention. .
Although this model combines factors such as attention, opt-out, duration and device, advertisers can also isolate the effect of each factor to improve their advertising campaigns, e.g. creative influence on attention that the campaign collected.
This helps them identify areas and stories that appeal to a large audience and increase their bottom line. For advertisers, attention metrics also allow them to target more effectively. And because attribution data can be delayed, it can help make more informed decisions faster.
Additionally, by analyzing video analytics, brands and advertisers can improve video content. For instance:
- If users leave a video before it’s finished, brands can consider shortening the video or changing the segment that caused users to leave.
- If a brand wants to reach more people, they can try testing shorter video lengths.
- If a brand wants to tell longer stories, it’s best to showcase them in a video sequence that helps identify and reach more engaged users.
Video marketing allows brands to create more engaging and immersive campaigns. And when used in conjunction with contextual targeting, brands can better target consumers, influence customer decisions, and drive relevant actions that result in increased online sales and last-click attribution.
To further enhance your video campaign with contextual targeting, contact RTB House today.