Tag Archives: Video Marketing

Podcast Ads vs Video Ads. Learn Why Podcast Ads Performed Better

According to Edison Research, 51% of U.S. population ages over 12 years old have listened to a podcast and 22% have listened in the past week. Surprisingly, 78% of listeners mentioned that they don’t mind branded sponsorships. The 2018 Podcast Revenue Report by IAB and PwC stated that marketers spent $479 million on podcasts advertisements in the U.S. and projected that revenue will top $1 Billion in 2021. 

The above mentioned reports confirm a solid and increasing growth of podcast advertising and are now being looked into on how it will boost brand awareness. 

But how about Video Advertising? Are advertisers going to shift now? Which of the two is better – the good old Video Advertising or the up-and-coming Podcast Advertising?

Podcast Advertising

Podcast Advertising is a relatively new ad format where brands promote on a podcast (an audio show usually downloaded or streamed over the internet). In most cases, the podcast host reads the audio ad pre-roll or mid-roll during their show. 

The audio ad contains information about the product/service and relates personal experiences the host had with the product. Also, the host mentions where listeners can order, coupon codes, and more. 

Podcast Advertising is giving some of the highest ROI in the digital advertising industry and is growing quickly as listeners are highly-engaged and trust the host they listen to. 

Due to the nature of the podcast listening experience, the ads, which are designed to blend with the content seamlessly, are more welcome and effective. The Podcast Consumer report, 54 percent of podcast listeners consider purchasing the products or services they heard about on a podcast – the data shows just how effective it is.

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Video Advertising

Video Advertising is a promotional content that plays before, during or after a video. Majority of video ads are bought, sold and displayed programmatically using various targeting methods and may also include interactive elements.

Video Advertising is one of the most popular ways to reach online audiences. Experts believe video advertising will dominate the next decade, which suggests that now is an ideal time for marketing professionals to learn more about it and investigate how it could improve the reach and overall effectiveness with campaigns.

According to Cisco, video marketing is expected to make up about 82 percent of all consumer internet traffic by 2022. About 78 percent of people watch videos every week, and 55 percent watch every single day. Social video is shared 1,200 percent more than text and images combined, and 64 percent of consumers report buying something after watching a branded video from a company.

Photo by Andrea Piacquadio on Pexels.com

Podcast Ads Are More Effective

Based on the 2017 Neilsen Digital Media Lab report, 26 out of 46 podcast ads outperformed video pre-roll ads in driving lift in purchase intent for the brands advertised. Among these 26 podcasts, 85% included sponsorships that the host read. Host read ads included in the study were significantly more likely to be described as authentic and believable and 2x less likely to be perceived as forced. 

Nearly 70% of respondents exposed to podcast advertising agreed the podcast ad they experienced increased their awareness of new products/services and 62% correctly recalled the brand advertised within the podcast clip and indicated the ad made them consider new products/services. 

The data comparison between the two advertising strategies are still few. There more aspects that should be looked into – length of ad, placement of the ad, etc. before it can fully be identified that podcast ads win.

What do you think of the two ad formats? 

6 Video Marketing Trends to Expect in 2021

Video has been trending for the past 3 years. More and more people are using it either for entertainment or business purposes.

According to Cisco, video marketing is expected to make up about 82 percent of all consumer internet traffic by 2022. About 78 percent of people watch videos every week, and 55 percent watch every single day. Social video is shared 1,200 percent more than text and images combined, and 64 percent of consumers report buying something after watching a branded video from a company.

With this, marketers should step up the advertising game and dive into the video marketing space to learn more about the platform and how to maximize it.

Below are the top 6 Video Marketing Trends to Expect in 2021

1. Live Stream

Socialbaker’s Q3 2020 Trends Report revealed that Facebook Live was by far the most engaging format on the platform. However, the same report shows that live video is actually the least used content type. This is a huge, untapped opportunity for smart marketers as we head into 2021.

Due to the global pandemic, companies left with no choice but to maximize virtual meetings and events. These live videos opened an opportunity for companies to reach their audiences worldwide while still being authentic.

Benefit, a cosmetics manufacturer, hosts a weekly Facebook Live series called Tipsy Tricks. It is a great way for Benefit to showcase their products to increase exposure and sales. The fact that the hosts drinks a glass of wine while filming does a great job of making the brand relatable and giving it a more approachable look.

In 2021, most probably, huge numbers of live video coupled with real-time shopping on both Facebook and Instagram will be produced.

2. Social Media Algorithms and Video Content

Another trend to expect in 2021 is the surge in video uploads to about 487 million – which is about 1.3 million videos uploaded a day, or 55,594 an hour. As a result, change in algorithm is surely to follow. Social media will optimize what videos will recommend.

Facebook’s algorithm uses signals like how many people react to, comment on or share posts to determine how high they appear in News Feed. Moreover, it highlights posts that are trending, sparks conversations and meaningful interactions between people.

On the other hand, Instagram uses the following signals to help determine how one’s feed is curated:

  1. Interest in the content
  2. Date the post was shared
  3. Previous interactions with the person posting

The goals of YouTube’s search and discovery system are twofold: to help viewers find the videos they want to watch, and to maximize long-term viewer engagement and satisfaction.

Video SEO may help a new video get discovered, but if it doesn’t get enough watch time in the first three to six weeks, then it won’t be discovered at a later date.

While Twitter scores each tweet using a relevance model. The model’s score predicts how interesting and engaging a Tweet would be specific to a user.

3. WFH-Produced, Raw Content, and Entertainment Video Platforms

The current lockdown worldwide is affecting and still going to affect how videos will be produced in 2021. Below are the 3 key trends:

  1. More content will be produced whilst wfh with minimal manpower and editing e.g. podcast interviews via zoom
  2. More ‘raw’ user-generated content e.g. customer unboxings, etc.
  3. More focus on producing content that entertains e.g. TikTok

4. Video Sequencing and Remarketing

Video sequencing will play a big role in 2021.

Though video remarketing capabilities have long been available on Facebook and YouTube (Google) networks, LinkedIn finally joined and opened up to this functionality.

Video Remarketing works when someone watches a certain percentage of the video, they can be added into a specific advertising audience. This audience tactic allows marketers to create “video ad funnels” where users will be served up a series of videos as ads in a specific order. This can be an opportunity to create more story-based content then creating a clean consistent brand experience from video to video.

To reach the full effectiveness, marketers need to create a clean storyline between videos. The first video can end with a call to action such as, “…watch my next video on the top 3 solutions I’ve found”. Then the second video can start by picking up from the previous one, “Hey it’s me again! In my last video I talked about <issue> and in this one I’m going to share with you…”.

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5. YouTube Recommendations, A/B Testing, and Blogs

YouTube playlists will play an increasing role in video marketing in 2021.

Use keyword research to figure out what people are searching for on YouTube in your niche and create playlists on those topics. Then link to those playlist URLs from email newsletters and website articles.

A/B testing will become more widespread on YouTube.

Only a few video marketers know they can A/B split test video titles and thumbnails. Thumbnails are the make or break of the video as it is the first thing that catches potential viewers’ attention.

Focus will shift away from the YouTube search results to YouTube’s recommendation engine.

YouTube legend Evan Carmichael explained on my Marketing Speak podcast that most views on YouTube come from “suggested” (the recommendation engine), rather than from search. So the game to play is ranking not for search but ranking against other people’s videos as suggested videos.

Transcripts

Convert boring transcripts to an engaging long-form blog post. In other words, make the transcript look like an article, and spiff it up with stock photos, click-to-tweets, pull quotes, quote card images, etc. This works especially well with podcast show notes: the pages will rank much better than show notes that are short outlines.

Speaking of podcasts, many podcasters are moving to recording their interviews in video format instead of just audio.

6. Live Video Monetization

Facebook now allows users to set up paid events with a live streaming aspect. With paid online events, users are able to create an event, charge people attending, promote it to the audience and customers, and host, all in one place. Guests will be able to watch the event through the Facebook event page on their phone, tablet or computer, or through the Facebook TV app.

Facebook will recognize the value in incorporating more advanced creative tools (lower thirds, multiple simultaneous guests, etc.) within their native platforms, probably buying out certain live video production startups while leaving others to wither away.

Video marketing will surely ramp up in year 2021, and for brands that doesn’t have plans on venturing in this medium, they’re missing out on a massive opportunity for their business.