Native Has Reinvented Online Video
Gone are the days of product placement. Now are the times of native. Gone are the days of print. Now is the digital age. While these marketing trends are not wholly dependent on one another, digital native advertising has been on a fairly dominant track in the marketing world for several years now. There are various forms of digital native advertising, (which we have discussed previously in The 3 Types of Native Advertising You Need to Understand), but the industry has recently seen a surge in native video distribution, with brands seeking to connect to their consumer base through consistent and relevant content. Video, typically effective as the most engaging form of content shared among modern consumers, is just now finding its place within the the newest form of ad unit being employed in the industry.
Native video ads are now enabling brands to reach those contemporary audiences which are spending increasing amounts of time viewing videos online. Consumption of digital content has changed; advertisers and brand marketers are giving high priority to content distribution through video over articles and other forms of media, and brands are increasingly relying on ad-supported video formats to lift brand awareness and engage consumers.
How Native Video is changing the way brands communicate …
Video is seeing an increase in consumption across all digital devices, and in a recent eMarketer report, predictions by experts estimate that video budgets will rise to $8 billion in 2016. The numbers below show with an incredibly measure of certainty how the US adult population will increase the amount of time they spend watching their digital content. So the key objectives of brands in light of these revelations in considering native online video ad forms is the methodology necessary for increasing the reach and frequency of video ads, and improving brand awareness to promote purchase intent for their products. In blending advertising with the natural operations of the website, native marketing reaches the consumers in this digital age where they already are. This intertwining nature of content seamlessly integrates the ad unit with a user’s browsing experience.
In 2014, Rimmel London launched a three part educational video series for its Retroglam Mascara Line. Creating a plethora of video content, the message delivered to the audience was concise and clear about how girls today are reinventing the style of the 60s with Rimmel’s Retroglam Mascara. The brand believed in creating value for its consumers through its video ad campaign, and the campaign generated more than 600,000 views.
For many years owned media and banner ads have been popular when it comes to distributing online video. But with native advertising on the rise, distribution of online video is changing in its wake, as 50% of brand marketers today insist that they will use online native videos for their coming campaigns. Native video ads show greater conversion for the brand’s message than ordinary forms of video ad. Unlike the push video format (which forces the consumer to view the video ad by the use of old, awful pop-ups) native video ad is entirely voluntary. Click-through-rate (CTR) for native video ad is between 5-6% whereas for a push video ad it is between 0.5-1%.
Characteristics that matter when creating compelling native video content
- Alignment with the site’s existing content to create a seamless viewing experience for the consumer
- Measurement metrics that can help evaluate whether the native video is delivering the desire views and clicks for the brand
- Integration with the site’s look and feel
- Native video ads need to product driven and communicate the brand’s message to the consumer in the first 30 seconds of the video
- Native video ads unlike other forms of online video should have content that is highly shareable
- Content has to be both entertaining and informative to the audience
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