YouTube is the most popular video marketing channel in the world. Only talking Q3 2020, YouTube has already generated 5 billion USD advertising revenue. Despite YouTube ad is attractive, how can we ensure YouTube ads effective? Except for setting up appropriate advertising with marketing objective such as having YouTube Video Reach Campaigns to grab the greatest number of reaches, you can also adopting several strategies to make YouTube ads as effective as possible. One of the best practices is called The ABCDs, let’s learn more!
It is essential to attract audience’s attention from the very beginning in order to keep them continue watching. Advertiser can consider leveraging familiar faces such as celebrities and KOLs. We can also make use of different creative styles like featuring humor or suspense elements, however, we should test which kind of creative styles work best for our brand. Moreover, bear in mind, all the ads should be visible on mobile screen.
In this stage, advertiser should brand naturally and meaningfully with purpose. Therefore, we should define our marketing objective & the best time frame to introduce the brand first. Regarding to upper funnel such as ad recall, we should integrate the brand into the ad at the first 5 sec and continue to brand often throughout the ad. As for mid funnel metric, brand should be mentioned at the later stage to spare time for engagement and allowing audience to understand more about the ad. Also, don’t forget to blend your brand as part of the story to make your brand more relevant and memorable!
How can your ads enter audiences’ heart? Connecting your ads with audience through emotion and storytelling is a smart way. The funniest part of YouTube ads is that we can break the fourth wall ─ advertiser can speak to audience directly and implement instant conversation with audience. According to research, direct conversation brought higher brand lift and better impression on brand message. Pairing the power of visual and audio also helps shaping greater storytelling.
Simply speaking, advertiser needs to direct viewers the next step with clear call-to-action. For example, make the call-to-action obvious right below the video with clear wordings like ‘buy’ & ‘sign up’.
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