It is still a challenge for many professionals to understand how consumers interact with campaign videos and how effective branding and awareness campaigns are. When the marketing mission is to increase brand awareness in the digital environment, video has been an increasingly used format thanks to the potential for engagement capable of awakening the user. According to data from Invisia, people retain 95% of a message when they watch a video, compared to 10% when they read a text.
The most common KPIs in these campaigns are the number of views, views per unique user, the View Completion Rate (VCR), the View Rate (VTR), and the viewability. The indexes that help understand how the audience target has been exposed to the brand are a first step in getting their attention.
With so many metrics available, it is essential to know how to prioritize this data to maximize the quality of results, thus allowing increasingly intelligent choices in your strategy. So, below are four tips to increase your video campaign focusing on branding or awareness.
Do not evaluate isolated metrics. Seek balance
Understanding the meaning of each metric is not enough. Media professionals must seek the balance between crucial video metrics in everyday life. Focusing on VCR without simultaneously considering viewability, for example, provides an incomplete picture of campaign success.
Suppose you don’t consider viewability, which measures the percentage of your brand’s exposure on the user’s screen. In that case, you will possibly waste your budget on “completed” videos that are never actually seen by the audience, resulting in a lack of assertiveness.
In this scenario, as important as achieving a tremendous video viewing cost (CPCV), which guarantees payment only for impressions that were watched, is monitoring the frequency metric, which determines the constancy of the brand’s exposure to the public- target. If the video is being shown exhaustively to ensure an expressive result, it can result in brand erosion.
Analyzing video metrics in isolation can be ineffective or even risky. The magic happens when we learn to dose quantitative with qualitative value, delivering relevance to the ad, consequently, greater scalability for the campaign.
Go beyond traditional metrics and explore the details:
Measuring the key KPIs of a video campaign is critical, but exploring the less obvious details and data will become increasingly important. It is crucial, for example, to investigate additional KPIs to address potential problems with the video itself.
After all, more interesting videos naturally attract more attention and generate better results. Some interesting aspects of being monitored are: how many people have muted? How many people skipped the ad? How many watched full screen or reduced screen?
In many cases, such details can be optimized autonomously. At the same time, the campaign is active by artificial intelligence algorithms, which are now capable of predicting campaign delivery results and tailoring choices about target users. Even the message they deliver will be displayed in the video. Either way, understanding what worked and what didn’t can provide great insights for improvements in future parts.
Remember that technology and context matter
Context analysis has been gaining prominence in discussions about the future of online advertising and significantly impacting media results. More than ever, strategies that consider brand safety and brand suitability are essential to prevent ads from being displayed in adverse contexts (brand safety) and ensure that the user will have a positive and relevant experience with the brand (brand suitability).
Especially in the top and middle funnel campaigns, when the user is still building their perception of the brand, linking ads in inappropriate contexts can harm campaign results and cause severe reputational damage. Likewise, a study conducted by the agency GumGum showed that contextually relevant ads generate an average of 43% more engagement from users, being 2.2 times more remembered by them.
Technological advances such as deep learning algorithms, computer vision, and natural language processing make it feasible to unravel the content of a publisher’s page with extreme ease and precision and to indicate on your own the ideal context for each ad impression.
It is worth remembering that, in the programmatic universe, the more filters are applied to a campaign, the smaller its potential reach, so powerful technologies become fundamental to guarantee accuracy in recommendations and generate excellent brand experiences combined with high levels of performance.
Read More: How to Create a Video Using FlexClip
Align metrics with business objectives
Finally, the basics cannot be repeated too often. The main objective of a branding campaign focused on awareness should be to draw people’s attention to your brand, not to achieve a conversion. Of course, an awareness campaign can generate traffic to the website, but that is not the rule.
Clarify which metrics to use in each type of campaign, always in tune with the company’s commercial objectives. Ensure that the focus and media effort is placed in the right place. Thus, it will better perceive the campaign flow, greater visibility of optimization opportunities, and solid progress.
In this way, both the strategy and the performance indicators of the video campaign for branding are different from the performance-focused video ads. Having a clear definition of business goals is the number one step in good metrics planning, and it should reflect the specific needs of the consumer at each stage of the sales funnel.