Using video in online advertising markedly improves engagement, cut-through and ROI. These are just a few of the interesting facts that jumped out at us while perusing the database of WARC (the World Advertising Research Center) this month.
More specifically …
Online video advertising drives an 89% higher ROI than other online display
This mirrors our own findings with a number of our clients that shows that campaigns with a video or video-like (e.g. gif animation) component are driving far better results for their businesses. Note here too that this is not simply an 89% higher response, but 89% higher ROI – so even accounting for the greater investment required in video advertising, returns are significantly better.1
Combining TV with digital advertising significantly improves brand engagement
First, digital improves reach for TV advertising by an average of 4.4%.2 And what‘s more, increasing the number of platforms for a campaign increases ROI. In fact, going from one platform to two increases ROI by 19%, while moving to three delivers a 23% increase and four delivers a 31% increase.3 Most notably, while different industry categories require different optimal mixes, the most powerful ROI results come from combining television advertising with digital strategies.4
People are increasingly willing to watch long-form video on mobile
A 2015 Interactive Advertising Bureau report found that a third of all online video viewers watch long-form (>5min) videos on mobile at least once a day – particularly men, under 35s and (unsurprisingly) those with unlimited data packages. This video consumption is increasing year on year, corresponding with a decrease in TV viewing among these users.5 Given this trend then, three years on now it’s crucial to consider mobile in your online video production and strategies.
In short, if your campaign isn’t utilising the power of online – and especially mobile – video, it’s likely you’re missing out on significant extra ROI.
REFERENCES:
1. Snyder & Garcia-Garcia, ‘Advertising Across Platforms: Conditions for Multimedia Campaigns’, Journal of Advertising Research, Vol.56 No.4, 2016
2. Sumner, ‘How Brands Can Maximise Marketing Reach Across Devices’, ADMAP Magazine, Dec 2016
3. Cowgill, ‘The ARF Spells Out How Cross-Platform Marketing Boosts ROI’, ARF West Conference, Nov 2016
4. Snyder & Garcia-Garcia, ibid
5. ‘News’, WARC.com, 9 June 2015
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