Case Study: Film Studio Client PPC
The client was struggling to optimize their Paid Search campaigns based on iTunes Downloads. By optimizing campaigns and using those learnings across multiple home entertainment titles, the conversion rate increased 400% (from 0.29% in Q1 to 1.45% in Q2).
Why Choose Vizion?
Vizion offers digital marketing expertise that is simply unrivaled in our industry. Our experts have years of experience helping businesses thrive in today’s highly competitive market, and we are truly enthusiastic about every aspect of the digital marketing process, from web design and content creation to paid search, social media marketing, and video advertising.
When you work with Vizion, we do not treat you like just another client but as a valuable member of our team. We recognize the important insight you can bring to the table, and we consider collaboration to be a crucial part of achieving the best results for your business. With our industry experience, technical expertise, and passion for helping businesses succeed, putting yourself in our hands is the best decision you can make to support the long-term growth and prosperity of your business.
Our Approach to Video Advertising
At Vizion, our experts are leaders in the field of digital marketing, and we always stay up to date on the latest marketing trends and technologies. Video advertising has rapidly become the leading force in digital marketing, so we realize that video ads are powerful tools for appealing to your audience and strongly believe that any effective digital marketing strategy needs to include video advertising if you want to keep your brand relevant in a constantly changing market. In fact, research shows that video ads are some of the most successful forms of advertising for appealing to potential customers and encouraging them to convert.
Vizion can help you take full advantage of this with a comprehensive video advertising strategy tailored to your business. After establishing your goals, we set up an effective campaign strategy based on targeting your intended audience across a wide spectrum of variables, from demographics and online behavior to creating specific content on certain channels most likely to reach and convert. Then, we optimize the landing pages to best suit your video ads and develop a complete media plan for advertising. We perform regular reviews where we monitor the performance of your strategy and the progress it’s making toward meeting your goals and make prompt optimizations to any underperforming areas based on these real-time results. We want you to succeed not only now but in the long term, so we provide ongoing support and are always available to give recommendations for improving your video ad strategy.
The Vizion process has been developed with data-driven insight and refined over years of implementation across many industries, but we make sure to stay flexible to accommodate the specific needs and objectives of your growing business. Our process is collaborative, so you can rest assured the video ad program we create will be carefully crafted to reflect your company and support your business as it continues to thrive and expand into the future.
We will kick off our video advertising process by holding a discovery call in which we learn as much as possible about you and your business. We’ll explain our process and ensure that all of the needed information for campaign setup is in our possession, establish what your goals are, and discuss how we can help you achieve them through video advertising. Our team will determine an operating plan and a timeline for deliverables and delegate responsibilities to ensure efficiency. We aim to create a customized advertising experience, so we will take the time to talk about your target audience and use recommendations and feedback to create the best strategy for you.
There are different types of targeting approaches that Vizion can use to select and engage your target audience, incorporating thousands of data points and adjusting our approach accordingly based on ad performance.
Some of the most important targeting approaches we use include:
- Demographic targeting is based on the demographic variables of your intended audience, such as age, race, gender, family size, education level, occupation, and income.
- Behavioral targeting examines the online activities of your audience, primarily web browsing and purchasing behavior, to separate them into segments so you can create relevant video ads designed to appeal to them. It also involves interest targeting, which displays your ads to users based on the queries they enter into search engines and types of content they are receptive to or already engage with that closely align with your brand.
- Geofencing consists of defining a virtual perimeter for your business in a real-world environment and initiating certain actions as users move in and out of these areas. After opting into the campaign, potential customers that fall within the perimeter become targets for your video ad when they enter this space, and then stop being targets when they leave.
- Content targeting focuses on creating personalized content to accompany your video ads that is designed to appeal to the interests of users who will be viewing them, as well as showing ads on websites with content relevant to the products or services the ad is promoting.
- Channel targeting refers to reaching your target audience where they spend their time. Every media channel is different and attracts a unique audience, so it is important to create content that caters to the needs and preferences of this audience based on the channel they use, such as Facebook, YouTube, and Programmatic Networks.
After finalizing our targeting strategy, the Vizion team will move on to a landing page review where we assess your current landing pages to find out which ones are most relevant to your video ad campaign and have the highest chances of converting users. This allows us to link your video ads with the best performing landing pages, as well as giving us the information we need to update and optimize these pages or build new pages that support your video ad campaign.
With your audience targeted and your landing pages optimized, we can start developing a detailed, actionable media plan for your video ad campaign that incorporates data on your target audiences, estimated performance of your video ad campaign (measured with metrics such as impressions, views, engaged views, view rate, watch time, etc.), and flight dates.
The final component of the campaign set up consists of tracking schema, implementation, and testing. At this time, we will identify possible conversion events, “walk through” them to see how they appear to users and work out any tracking needs. We can also integrate with your CMS systems to follow users through the purchase/lead journey. We will provide you with a detailed tracking plan and supporting documentation that stipulates where pixels need to be placed for maximum engagement and outlines directions for implementation. Before your video ad is implemented, we test these conversion events to ensure we are set up to have KPIs recording that help guide our optimizations and measure success of our video campaigns.
Next, our team will perform a review to evaluate our performance. We’ll revisit the original goals we established during the onboarding stage and compare them to what we’ve achieved at this point. To keep you updated on your video ad campaign’s progress, we generate and distribute monthly reports that highlight the most critical key performance indicators, show the prior month’s results, and offer strategies for the upcoming month. These reports incorporate data from Video Networks, your analytics provider, and any third-party data you want to integrate, allowing you can see changes from month to month and from year to year at a glance. Based on your ad performance, we can adjust our tactics to better capture demographics you may be missing and capitalize on the strong components that are yielding good results.
The final stage in the Vizion video ad strategy process is refinement. An effective long-term strategy is not a one-and-done project but an ongoing process, meaning it requires constant refinement over time to ensure it is performing as well as possible and accommodating any changes in your market or your audience. Our team uses the real-time results of your campaign that we gather in the review stage to learn more about which areas are performing well and which need improvement, then continuously refine our strategy based on these results. We optimize your video ad with the goal of not only meeting our KPI and ROI targets but exceeding them. These optimizations include placement and product optimizations, audience adjustments and testing, creative recommendations for testing, and landing page recommendations to find underperforming areas and issues related to mobile usability.
What Is Video Advertising?
Video advertising is a form of display advertising in which video ads are displayed to users to promote your business products and services, either within pre-existing online video content (in-stream) or as standalone ads (outstream). Linear video ads display before, during, or after a video stream and can also be designed to overlay the video while it plays or feature interactive components that urge viewers to take certain actions, like clicking for additional information. Non-linear video ads run simultaneously alongside the video stream so users can view them while watching the streaming content without obstructions. Out-stream ads are not accompanied by other content and come in multiple formats, including in-page ads, expandable banner ads, and in-text ads that display when users navigate to a certain part of text content.
Why Does Video Advertising Work?
As customer preferences continue to evolve, the key to reaching your audience and driving conversions is to take these preferences into account when developing your digital marketing strategy. Today’s consumers spend a third of their online time watching videos and significantly prefer video content over other types of content. High-quality, relevant, and shareable video ads are incredibly effective at encouraging users to spend more time interacting with the ad. Compared to static image ads, video ads consistently demonstrate better engagement, obtain higher click-through rates, and result in more conversions. When you can provide valuable video content on the platforms your audience prefers to use, you can strengthen brand awareness and recall, build relationships, and guide them along the buying journey.
Which Devices Can an Advertiser Target with a Mobile Video?
There are plenty of options for mobile devices in our technological world, and your target audience is likely all over the board on which devices they view mobile videos. Whether their devices use Android, iOS, or anything else, all video advertisements can be embedded into any of the apps they already use.
Can You Advertise YouTube Videos on Facebook?
As long as you have all the rights to the YouTube video, you can use it for advertising on another platform. However, it is important to edit your video to fit the Facebook platform before using it. This is not a complicated process but will improve attraction and retention as it will be more seamlessly formatted. Then you must convert the video to a file format that can be uploaded directly to Facebook’s ad manager. Because our consultants optimize the content of your advertisements to harmonize with the platform, you should have no problem advertising on Facebook.