NEW YORK, NY--(Marketwired - Aug 22, 2013) - Tremor Video, Inc. (
"The combination of sight, sound, and motion moves people like nothing else. You see this in TV advertising all the time, but many people aren't sure how to appropriately apply these concepts online where the medium is interactive," said David Sanderson, Senior Director, Creative Strategy. "Digital video is incredibly powerful because you have the added opportunity for meaningful, true interaction and engagement. You just need to know how to use it effectively. After building over 10,000 interactive video ads since 2008, we have a strong understanding of which creative treatments work to support brand goals, and which don't."
The study dissected numerous campaigns run in 2012 across the Consumer Packaged Goods (CPG) and Home verticals, reviewing the top and bottom performers, in addition to performance outliers for engagement and time spent for 2013 campaigns across all other verticals. The goal was to identify key creative characteristics such as stopping power, branding, benefit clarity, reward, and graphic placements that drove either engagement or brand lift.
It's important to note that before implementing any of the best practices, the first step for any marketer is to have a deep understanding of the objective for the campaign, because the creative execution will be directly informed by the goal(s) to be achieved. For example, awareness, time spent, or engagement.
The study revealed the following insights:
- Create Stopping Power. The first step in any great ad is to grab the user's attention to create stopping power. Research found this was best accomplished through the use of bright colors, auxiliary animation, celebrities, and by placing the bug along the bottom of the screen where viewers often look for video controls.
- Be obvious. Once the ad has drawn their attention, the consumer should know immediately what this ad is promoting. The interactive units that utilized "Recognizable equities" -- brand name, logo, colors, etc. -- that were apparent from the start and stayed persistent performed better.
- Be clear over clever. Tell viewers what they need to know and what they need to do. Use call-outs such as "click to watch the longer video" or "roll over to learn more."
- Give Back. Once the viewer engages, make them glad they paid attention. This could be an aspect built into the story of the ad, for example extra content that is entertaining, funny, or novel in some way. Or it could be a tangible "extra" related to the brand such as a coupon or sample.
- Finally, keep it simple. Leave the viewer wanting more vs. feeling overwhelmed. Design and build for intrigue and interaction.
The more of these best practices that are incorporated into an ad unit, the more likely that ad is to perform well. Video advertising is complex, and the industry is changing fast. What hasn't changed is the power of sight, sound, motion and touch to tell a brand's story.
About Tremor Video, Inc.
Tremor Video, Inc. is a leading provider of technology-driven video advertising solutions enabling brand advertisers to engage consumers across multiple internet-connected devices including computers, smartphones, tablets and connected TVs. Our clients include some of the largest brand advertisers and agencies in the world. These relationships have helped us create a robust online video ecosystem that includes more than 500 premium websites and mobile applications, over 200 of which partner with us on an exclusive basis. Our proprietary technology, VideoHub, analyzes in-stream video content, detects viewer and system attributes, and leverages our large repository of stored data to optimize video ad campaigns for brand-centric metrics. Through our VHA enterprise solution, VideoHub also provides advertisers and agencies with advanced analytics and measurement tools enabling them to understand why, when and where viewers engage with their video ads.
Tremor Video is based in New York and has offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, and San Francisco, with international offices in London, Singapore, and Toronto. For more information, visit tremorvideo.com and find Tremor Video on Twitter, Facebook and LinkedIn.