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Best Practices For Direct Response Video Advertisers

Written by: Andrew Waber, Market Insights and Media Relations Manager

As advertising has shifted from print to television to digital, one thing hasn’t changed at all: The importance of creating great content that will engage potential customers. For social media marketers, creative selection is influenced by granular audience segmentation and “shareability,” as well as traditional concerns like target audience and KPIs.

As video advertising takes its place at the forefront of digital marketing, the creative decision-making process has become more complex. Variables like music, length, and editing make video an arguably more challenging opportunity than image-based advertising, but its effectiveness more than justifies the challenge.

As advertisers begin to invest in and test out video campaigns, best practices are beginning to emerge. Here’s how our most successful customers are approaching the medium:

Kabam-Marvel-Contest-of-Champions

Focus on Direct Response

Video has traditionally been thought of as a branding tool, but Facebook’s video-enabled Mobile App Install ads are an indicator that the medium, when combined with a clear call to action, can be a powerful direct response driver.

Using functionality like Nanigans’ SDK or Facebook’s own measurement tools, app developers can target ad campaigns to lookalike audiences based off of top in-app purchasers within the first 30 days of install; a benefit of deep in-app event tracking and downstream revenue optimization. This feature can also be used to help re-engage users after an app update or expansion.

While the mobile gaming industry has been one of the first to fully embrace video advertising on social media, social networks have been quick to adapt video units to suit the needs of online retailers and other verticals.

As more marketers begin looking into video advertising on social channels, these best practices will come in handy:

Twitter autoplay video

1. Avoid the Trailer-Style Approach

It can be tempting to invest in high-end production for a cinematic-style video. However, the vast majority of brands that have tested this type of content against things like gameplay video have found the latter to be much more effective in terms of driving clicks and valuable users.

As a bonus, overviews of the in-app experience require less time and fewer resources to create. Assuming the content is derived from existing assets, it’s inherently brand approved and easier to iterate against for testing purposes.

2. Leverage oCPM Or CPA Bid Types

Despite anything you may have heard, autoplay is not necessarily a default feature of every video ad on Facebook. Specifically, Facebook cannot guarantee autoplay eligibility for video ads that utilize oCPM (optimized cost per mille) or CPC (cost per click) for clicks.

As autoplay functionality traditionally helps increase video ad effectiveness, it’s worth limiting a campaign to oCPM or CPA (cost per action) bid types.

3. Start Your Video Off With a Bang

Attention spans on social media are inherently short. As Trevor Johnson, director of Facebook’s global agency team, explains, “You have maybe the first three seconds to stop people in their feeds to get them with a piece of content. After that, they can either watch five seconds or 10 minutes.”

Digital marketers have a very short window to capture the attention of News Feed scrollers. Make sure to start your videos off with eye-catching footage.

4. Remember: You May Be On Mute

Autoplay videos only have sound if a user clicks on the ad. Make sure your message doesn’t get lost by using captions or text to get your point across.

5. Keep It Short And Sweet

A video ad unit is not the best place for long, expository advertising. Give viewers an easy-to-consume taste of what’s in store if they click through, but leave them wanting more.

These best practices have brought long-term campaign success to a number of Nanigans mobile gaming advertisers.

Of course, as the format becomes more pervasive in the space, platform-specific nuances will become evident, so use these tips as a baseline to test against in achieving success across specific KPIs.

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