Want to reach more potential customers with a scalable video advertising campaign? Find out how dynamic video can help, and how to build a campaign.
According to Statista, ad spending on video advertising is projected to reach US$229.80 billion by 2027.
And there are plenty of good reasons why brands are investing in video. A survey by Animoto found that:
- 93% of consumers find video helpful when purchasing a product.
- 71% say watching video content leaves them with a positive impression of a brand/service/company.
- 58% consider companies that produce video content to be more trustworthy.
- 73% are more likely to purchase a product or service if they can watch a video explaining it.
Given these statistics, it is no surprise that video marketing is on the rise. But if you are looking at adding it to your marketing mix, what do you need to look out for?
Probably the most important consideration when planning a video advertising campaign is choosing a partner who can deliver dynamic video advertising. To find out why this matters, and what steps you need to take when planning and running a campaign, read on.
What is dynamic video advertising?
Dynamic video advertising is a form of online advertising that uses dynamic, personalised video content that is targeted to specific audiences. Unlike traditional, static video ads which are planned and completed in advance, dynamic video ads are built in real time and personalised to users, based on data signals, whilst taking up the same banner space as display ads.
Just like these eBay Black Friday examples, depending on the audience’s interest, a different video will be shown.
What is dynamic video advertising used for?
Dynamic video advertising can be used for many different promotional purposes. You will have probably seen it being used for personalised product recommendations, geo-targeted offers, and more.
How to build a dynamic video advertising campaign
There are a number of processes advertisers go through when planning and running a dynamic video advertising campaign. Let’s look at five steps to building a dynamic video campaign that will deliver results.
1) Build your audience
The success of your dynamic video advertising will depend on the quality of your data, as it is this that you will use to build the audience for your ads. So the first step is always to collect and integrate data such as user demographics, behaviour, location, and browsing history. Data must always be collected legally and with consent.
With the right data, your ads will be more relevant, which will increase engagement and improve the overall effectiveness of your campaign.
2) Create your ads
Your next step is to actually create the ads for your video campaign. Using dynamic creative optimisation (DCO) you will be able to build dynamic templates using various elements like text, calls to action and video clips.
Unlike traditional, static video ads, where you build a small number of finished ads and show them to all or large segments of your audience, DCO video ads are built in real time by assembling the different elements you have created. Meaning each ad is created specifically for the person viewing it.
This means you can show thousands of potential versions of your ads in a split second – each one built based on the data you have for that user. So you can show ads that are relevant to your audience’s location, behaviour, preferences, demographics and their place in your customer lifecycle.
You can even tailor ads to specific events, such as public holidays, and local weather. This level of personalisation is shown to increase engagement and conversions.
3) Split test your ads
One important step in optimising your dynamic video advertising is A/B testing. This can help you identify which variations perform best and continually optimise your ad campaigns so you are delivering the best possible results.
4) Use retargeting
A particularly powerful use of dynamic video ads is retargeting. This involves showing ads to people who have already seen or engaged with your ads, bought from you, or visiting particular pages of your website.
Here are some examples of how video ad retargeting can work well:
- Showing a product someone has already viewed on your site in an ad on a different website or platform to remind them about it.
- Cross-selling products or services to an existing customer, for example hire cars after someone has booked a flight.
- Using social proof to close a sale by showing people using a product someone has viewed but not bought.
- Creating scarcity by showing how many products are left after someone has viewed them, or showing time-limited offers on them.
- Reminding customers of products in their cart if abandoned, and highlighting the benefits of the products.
Think how you can use retargeting to increase the impact and ROI of your video advertising campaign and move people through your customer lifecycle.
5) Scale your campaign
The beauty of dynamic video advertising is that it can easily be scaled without significant effort and extra cost. Because ads are built in real-time using pre-prepared elements and data, you don’t need to create hundreds or thousands of different videos for a campaign.
Instead, you have thousands of potential ads available to you at any given moment. You can also swap out and add in different elements as a campaign matures, based on testing and results, or to incorporate new products and offers. You can also tweak campaigns to reflect current events and seasonal holidays. Again, this can be done quickly, easily and at a low cost.
Ready to experience the benefits of dynamic video advertising?
If you’d like to experience the benefits of dynamic video advertising, you need to work with a single programmatic partner, with access to the right data, who is able to build a dynamic campaign for you.
As global programmatic experts with our own proprietary tech stack, we are perfectly placed to help you plan and run a successful dynamic video advertising campaign.
Get in touch with our experts today.