50 Best Do’s and Don’ts for More Effective Advertising
Digital video advertising will make up nearly 12% of all digital ad spending in the US this year and is projected to grow significantly faster than search or overall display advertising for the next several years.
Even though digital video advertising is in some ways well established, it is still new to many marketers and is still evolving for the experienced ones.
This report, designed primarily for ad buyers, whether agencies or brands, offers insight from dozens of experts in the space—executives at brands and ad agencies, publishers, ad networks and technology support companies.
The tips and suggestions from these thought leaders are organized in five sections. The report begins with a handful of tips to keep in mind when defining the objectives of a digital video ad campaign. It is then followed by sections devoted to developing creative, buying and targeting, measurement and, finally, integrating with TV.
GETTING STARTED: DEFINING YOUR OBJECTIVES
1. Focus on your goals, not the medium. “Obviously, it all begins with objectives. And the trick here is not to get caught up in the nuances of digital video, but rather think about video broadly and how it delivers on your business objectives—whether that’s heads in beds, or butts in seats, or my favorite, cans in hands.” (Ben Winkler, OMD)
2. Let brand objectives shape KPIs as well as the creative. “What we end up executing depends largely on our client’s goals and objectives. And then, of course, tying the goals back to the overall KPIs [key performance indicators].” (Jocelyn Molla, Hill Holliday)
3. Align your objectives with those of your key stakeholders. “If you and your client are not aligned on mutual expectations and what the most important metrics are, no matter what you show them at the end of the campaign, it’s not going to make them happy, get you that raise or get you that next campaign.” (Kate Reinmiller, Mixpo)
CREATIVE: TAKING ADVANTAGE OF THE CHANNEL’S QUALITIES
4. Invest time during the editing process, not after the ad is in the can. “Think about the different versions for different media as opposed to having to reinvent the wheel after everything is baked.” (Dan Mosher, BrightRoll)
5. Forget about the ‘big reveal.’ “Front-load all of the big-brand impact. If you’ve got a key message or a key piece of iconography or perhaps the brand logo, you want to put that within the first 5 seconds so that you get the maximum exposure.” (Matthew Waghorn, Huge)
“The concept of a big reveal may work on TV with a lean-back audience, but it’s actually counterproductive in the digital space.” (Dan Mosher, BrightRoll)
6. Err on the side of shorter rather than longer. “Old guidelines for how much time you need to tell a story are pretty much moot online. We see fantastic compelling stories told in as little as 6 seconds. …. When it comes to creative, use your own ad tolerance as a guide to the length of the ad. It’s very easy to turn people off in any digital advertising, but particularly in video. So it’s important to err on the side of less length vs. more.” (Ben Winkler, OMD)
7. Make sure to have a range of alternative creative. “You’re going to want to have 30-second as well as 15-second creatives to fill out those long commercial breaks.” (Brian Dutt, FreeWheel)
8. And be sure you have more than one video ad. “Because of the propensity of audiences to watch two, three, four videos in a row,” you need multiple ads. “Some advertisers make just one creative and expect to repeat that. That’s just not good for them; it’s not good for the viewer either.” (Trevor Fellows, The Wall Street Journal)
9. Use data to help develop your content. Data can be used “not just for targeting but developing the content and main experience of your ad … getting inside the head of the users and their intent and what they want to do vs. what the brand wants them to do.” (Rob Davis, Ogilvy & Mather)
10. Take advantage of digital’s inherent interactivity. “Try to keep it as interactive as possible, whether it’s calls to action throughout, whether it’s adapting creative based on real-time data or putting the call to action at the end or having some sort of interaction at the beginning.” (Matthew Waghorn, Huge)