Digital video gives us tools that uncover ways that video can be optimized even after it has been produced. With digital video, we can identify drop-off rates, audio issues, multiple browser tabs in play and other indicators that signal an engagement issue. Attacking those issues is partially related to making sure that the right target is viewing the content.
Outside of targeting, we have a developing set of new tactics in the video space, like dynamic calls to action (CTAs), gates, question forms and hot spots that allow for us to test performance changes in real-time.
Employing these tactics wisely provides the opportunity to optimize video performance without going through complex edits, new uploads and swapping-out video content.
Build on your most successful video campaigns with similar content “Rogue One” recently smashed Disney’s expectations and enjoyed a hugely successful worldwide launch. How did Disney do it?
The company knew that there was an insatiable desire for “Star Wars” content in the market and it learned from the legacy of the first set of prequels against the reception of “The Force Awakens” precisely what fans and critics love. Disney perfected the “Star Wars” model, and it will duplicate this success again and again each year with a new entry in the series.
You can do the same thing by isolating which videos are achieving the best results and then deconstructing exactly why they are doing so well. Then you will have the fuel to replicate that success with subsequent videos and create a larger campaign where each video enhances the results of companion content.
Disney paid $4 billion for the “Star Wars” franchise and had to be smart to make that investment worthwhile. You must also consider what level of success you need to mine positive returns from your investment in video campaigns.
Even though YouTube has been around since 2005, video content for marketing is still going through growing pains. The struggle to keep up with technology and the evolution of the customer journey means that it will always be an ever-evolving process, but that’s exactly the process that helps improve performance and ROI by channel.
People demand content, so we have to get better at providing it. With these tools and the engagement potential that video provides, every marketer should be planning to add and optimize video content during 2017.
Learn even more about the convergence of technology and branded content at the FUSE Enterprise summit. Artificial intelligence and personalization will be featured among many other techniques and technologies.
As Chief Development Officer of unified.agency, Rob Simone focuses on delivering clients effective strategies and creative that not only fits within brand guidelines, but also exceeds business goals. Simone leveraged a film school degree into a career in advertising as an agency producer. He made stops at Grey Worldwide and later at BBDO NY where he worked on award-winning ad campaigns for some the world’s most recognizable brands, including: Panasonic, Pringles, Febreze, Captain Morgan and others. Simone launched Hiccup NY, a unified.agency partner, in 2006 with partner Michael Cruz.