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How Video Drives Cross-Channel Ad Performance

by Amobee, October 20, 2016

Some say a picture is worth a thousand words, but according to Forrester, a video is worth 1.8 million.

Marketers know that reaching their audience with video is a highly effective brand awareness tactic. However, despite video’s growing role in brand awareness campaigns, advertisers with direct response goals haven’t been as quick to adopt. While display advertising is a tried and true means of targeting users at the buy stage of the consumer journey, cross-channel campaigns, using both display and video ad units, reveal extraordinary efficiencies.

The cost of reaching a user on multiple channels is undoubtedly higher, but the resulting action rate is usually higher, too. We’ve seen that regardless of vertical – CPG, financial services, travel, technology – conversion rates among users who’ve viewed both display and video impressions are significantly higher. Across several case studies, cross-channel conversion rates were 400 to 1,000% higher than traditional display-only rates. This demonstrates the value and efficiency achieved by using video alongside display efforts to not only drive awareness, but also action.

Building the Omnichannel Video Campaign

Marketers pursuing both brand awareness and direct response goals under one demand side platform (DSP) have a clearer view into the customer journey. Sequential messaging ensures users are reached across the right channel and – equally as important – in the right order. Getting in front of users as they interact with a variety of content means not only are brands continuing the conversation to instill prolonged awareness, but are also there when purchase decisions are being made.

For example, one luxury brand leveraged the power of video to pinpoint potential audiences, then followed up with an omnichannel retargeting campaign that drove end-of-year sales. This approach of sequentially leveraging multiple channels ended up driving  a 171% YOY increase in global revenue.

Reaching users across devices and ad formats is necessary, as more screen time also means we are inundated with more content. Consistent messaging from a familiar face across mediums goes a long way in driving a memorable message and positive consumer journey. In fact, 96% of users find videos helpful in making purchase decisions, and 73% of users are more likely to purchase after viewing video about the product. And while 48% of users trust online video ads, only 42% trust banner ads. Video triggers trust and memory, while display triggers action. Coupled together, though, they drive the full customer journey.

With Turn’s audience-first approach combined with our Moat integration and video algorithms, we can ensure that the first time a user interacts with a brand, they’re not only the right user, but they’re also seeing a viewable impression on premium inventory. With the best viewability and completion rates in the industry, there’s no more efficient and high-impact approach to drive valuable pre-awareness users to engage. And by pairing display with video, marketers can follow up to those first high-impact interactions with lower-cost banners at the relevant moment when an interested user is making a decision.

The Big Picture

Every day, marketers are getting smarter about how they tell their story. They’re balancing reaching the right users, serving across the most valuable mediums, and sequencing the approach in a way that keeps the brand top of mind with engaged users at the right moments. To meet this challenge, video is an increasingly important component of not only brand awareness, but also direct response advertising. In fact, marketers utilizing video grow their revenue 49% faster. When we plan both pieces of a campaign in conjunction, there is audience and data transparency that allows for efficient sequencing and global frequency capping. It’s clear that while a picture is worth more than just words; video can truly speak volumes.

For more, see our video on what marketers should consider when evaluating cross-device as a tactic.

 

About Amobee

Founded in 2005, Amobee is an advertising platform that understands how people consume content. Our goal is to optimize outcomes for advertisers and media companies, while providing a better consumer experience. Through our platform, we help customers further their audience development, optimize their cross channel performance across all TV, connected TV, and digital media, and drive new customer growth through detailed analytics and reporting. Amobee is a wholly owned subsidiary of Singtel, one of the largest communications technology companies in the world.

If you’re curious to learn more, watch the on-demand demo or take a deep dive into our Research & Insights section where you can find recent webinars on-demand, media plan insights & activation templates, and more data-driven content. If you’re ready to take the next step into a sustainable, consumer-first advertising future, contact us today.

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