Dynamic Video Retargeting Is All the Buzz
Over the past several years, retargeting initiatives on platforms including Facebook, Google AdWords, Criteo and Adroll have proven to be important strategic assets for advertisers. Since then, dynamic retargeting has taken over and has superseded generic retargeting as the go-to medium. Now, advertisers are able to re-target consumers with individual products that consumers have purchased before.
Moreso, advertisers continue to rely more heavily on video to target prospects than ever before. One groundbreaking development to date has been that of dynamic video retargeting. The benefit of dynamic video retargeting is that it already has all of the strategies and tools available from dynamic marketing, and it applies them with dynamic video remarketing by gaining maximum traction from the video appeal. It is bolstered by a greater degree of personalization, for maximum immersion, and has a 20 to 100 percent advantage over generic retargeting.
Even social media giant Facebook has done an about-turn and now focuses on advertising and video-based content. Nowadays, advertisers and end-users can experience the “new” Facebook, complete with video retargeting. Currently, video is primarily available in video banners on the one hand and pre-rolls/mid-rolls/post-rolls on the other.
The industry currently uses just two types of banners:
- Static: text- and image-based
- Dynamic: animated
Traditional banners like these are often associated with poor performance. The sheer glut of traditional banners has erased their efficacy with users. Now, they are perceived as a distraction, and something to be avoided rather than an effective advertising tool. As a result, conversion rates with traditional banners are minimal.
Advertisers have been seeking solutions to what has become known as banner blindness. Fortunately, the advent of video banners has proven to be an effective counter. The effectiveness of video banners lies in their dynamism. They are immersive, interactive and appealing when done right. As such, users are less likely to ignore video banners. Further, video banners have the capacity to introduce authenticity to users in the form of stories and content.
The call-to-action message in video banners is hard to ignore. The subtlety of the soft sell in video banners is far more appealing than the in-your-face hard sell approach of traditional banners. For example, it is clear that a gentleman proposing to a lady with a beautiful engagement ring in his hand is far more likely to convert users than a Buy! Buy! Buy! banner forcing the sale of jewelry.
There are many other advantages to video banners in the sense that they have infinite possibilities in terms of creative license and they have the capacity to be placed anywhere on the Internet. This makes video banners the ideal advertising tools, and wonderfully suited to higher conversion rates.
Pre-Rolls, Info Cards and Annotations
Customers who viewed products in the past will be subject to retargeted advertising by way of dynamic pre-roll advertisements. It may be that several new products are added into the mix from the same category and/or price range. This allows customers to feel a level of personalization with the products they are viewing. For example, you may decide to watch a music video on YouTube, and prior to the commencement of that video you will see a pre-roll advertisement.
Since users have an aversion to excess advertising, it is essential for the ad to hit the spot within the first couple of seconds. Customers will determine within five seconds whether they are interested in the product, the price, the appeal and the effect the advertising is seeking to generate. Because the first five seconds are related to products the users were interested in, they are less likely to skip. These video ads have the ability to affect purchases if annotations are available. The impact of pre-rolls on audiences is felt in two areas: brand awareness and ROI. These components are vital for maintaining market share in a highly competitive online arena.
With annotations, there is increased engagement with users and higher overall conversions. On the mobile front, annotations and info cards are still in their infancy and various gremlins abound. However, info cards have largely remedied these problems. With info cards and dynamic annotations, viewers can be redirected to the correct product and with pre-rolls, unique buttons can be displayed which will redirect the user to the correct product page.
Tal Rubenczyk is the CEO of Treepodia, a leading company in personalized video marketing solutions. He is a successful entrepreneur and co-founder of Celebros, where he headed the marketing division for more than seven years. Under his leadership Celebros grew to become one of the leading international vendors of search and navigation solutions. Tal brings his e-commerce knowledge, international marketing experience and networking connections all of his endeavors.