What is Dynamic Video Retargeting All about?
There’s a new sheriff in town in the world of online marketing campaigns and his campaign slogan is dynamic video retargeting. Over time, advertisers have come to rely more and more on video-related content for targeting purposes than any other conventional medium. Specifically, advertisers are now turning to dynamic video retargeting to convert clients and engage in the most effective way. In the old days, advertisers touted things like video retargeting and dynamic retargeting as the gold standard. Now, we know better and dynamic video retargeting is all the buzz. It is the new standard of excellence among marketers.
There have been several notable developments taking place in recent years, notably the manner in which retargeting initiatives took place. Internet giants like Google and Facebook often hosted retargeting initiatives. Other top assets which advertisers included were Adroll, AdWords and Criteo. But those days of basic ‘retargeting initiatives’ have passed and now advertisers are targeting customers with a retargeting campaign based on a product selection that those customers are already familiar with because they have purchased them before. As such, dynamic retargeting has taken over from the generic form of retargeting.
When it comes to dynamic retargeting, dynamic video retargeting is the latest innovation to take place. It is the next step in the natural progression of dynamic retargeting since it utilizes all the same tools, strategies and elements of dynamic marketing and then adds in the video remarketing element for maximum interaction, immersion and effectiveness. What video brings to the scene far supersedes that of all prior marketing strategies. As such, there are multiple benefits including an improved return on investment, a strong branding message and maximum engagement. Facebook soon cottoned onto the effectiveness of video-based advertising content and now focuses its energy in this very domain. The reinvigorated Facebook offers video retargeting as its most effective marketing campaign. Video features prominently in video banners as well as pre-rolls, mid-rolls and post-rolls.
Different Types of Banners – Static and Dynamic
Presently, two types of banners are used including animated banners and static banners. The latter form includes advertisements with images and text-heavy content. The former are known as dynamic banners and they are the animated banners. Standard banners are weak at converting customers, and they are invariably a poor choice for advertisers. The reasons for this are clear: customers are tired of being swamped with so many traditional banners every time they browse the web. Not only are traditional banners perceived as a nuisance, but they are also a distraction from a smooth, uninterrupted browsing experience.
‘Banner blindness’ became the new lingo for the overwhelming apathy that customers had towards traditional banners. Solutions were needed. That’s where video banners came into the picture and they proved to be highly effective. What makes them so converting is their dynamic nature. For starters, they can be highly engaging and highly appealing when they are created effectively. This means that customers will be transfixed by them and more likely to engage with the advertising message. Overall, advertisers can expect a higher ROI – that means more money on the investment. The appeal of video banners extends further, in that they are perceived as a lot more authentic to users, and their conversion rates are higher.
CTAs in video banners are highly effective because they are hard to ignore. The difference between the soft-sell approach of a video banner and the hard-sell approach of a traditional banner is like day and night. Videos are able to craft beautiful stories and create incredible content in a few seconds and it is this emotive appeal that resonates with users. Contrast that with text-heavy banners that try to drive home their advertising message in a hard-sell approach. Video banners are not restricted to where they can be placed – they have free reign to be posted anywhere on the Internet. More importantly, there is no limit to what is possible with video banner content.
Pre-Rolls and Pre-Rolls without Voiceovers
Re-targeted advertising with dynamic pre-roll advertisements are directed at customers who have previously viewed products. Sometimes it happens that multiple products are available in either the same price range or the same category. Pre-roll advertising makes for a personalized experience. You may find yourself viewing a video clip on YouTube which will be preceded by a pre-roll ad. The trick however is to ensure that the pre-roll hits its mark within a couple of seconds. The magic number is 5 seconds because that’s the amount of time that it takes for a customer to lose interest. If the ad is boring, the customer will close out the screen, and its tickets for the ad. Purchases can be generated if annotations are available. There are two areas where pre-rolls are felt: ROI and brand awareness. Both of these are vital components for the maintenance of market share.
Video remarketing solutions are the domain of expert providers such as Treepodia. This company has conducted wide-ranging analysis with all forms of video-related content. This includes video content providing only music, and video content that includes voiceovers and music. It comes as no surprise that the analysis with video content that includes music and voiceovers resulted in a greater number of clicks with a resultant higher conversion rate. Voiceovers drive conversions… The use of actionable commands such as click this generate strong responses from users… Music is great for generating mood, and it is not reliant on conversions.
When annotations are used with info cards, there is a higher level of engagement and greater conversion rates. When we delve into the mobile arena, info cards and annotations have some ways to go yet before they are fully developed. So far, info cards have progressed rather well, and when dynamic annotations are included, it is possible to redirect viewers to the right products, inclusive of pre-rolls. This makes it possible for buttons to redirect the customer to the right product page.
The Bottom Line: How to Generate the Best ‘Dynamic Videos’
It goes without saying that video banners and dynamic video pre-rolls should really evoke a strong response in customers. In other words, the message that is being conveyed should hit home effectively within 5 seconds. The message should be enthusiastic, engaging and highly personalized. Of course, it is imperative that the message is related to a product item that the customer has seen previously. Don’t forget: this needs to be done within 5 seconds.
One should never underestimate the importance of creativity. Every target group requires a different creative element, including singles, couples, families, seniors, males, females etc. This is evident in the overall message being conveyed, the type of branding campaign that is adopted and the image portrayed. Once again, the age-old expression comes into play: content is king. Conversions are only possible if the content quality is such that it warrants conversions.
It is far more important how messages are conveyed rather than how good the algorithms are to target specific clients. Ultimately, the best content is the content that converts browsers into buyers or clicks into conversions. With dynamic video creation, it is important to optimize the quality of the content from the get-go. As we advance, so artificial intelligence systems will create a new age where content optimization results in a premium-grade message that is well received and acted upon.