Creating contextual video ads: How not to lose all the potential in the development process

Contextual advertising is popular in the world and is used in almost all business niches. This popularity is due to the high growth rates of traffic and conversions on the site. Also, competent contextual advertising contributes to the development of brand awareness, an increase in its target audience and an increase in the number of potential buyers, but is everything so unambiguous?

Each type of contextual advertising has its own tasks, and it often happens that resource owners want to achieve indicators from a certain type of advertising that are not peculiar to it at all. No less often it happens that the owner of an Internet resource decides to create a video ad for his site, and the next day after the launch does not see the desired indicators, but why is this happening? Why is it that in the process of creating a video advertising can easily lose all of its potential and how to prevent it? In this article, we will take a detailed look at all the stages of creating video ads for online stores and other web resources, and talk about the reasons for its low performance, let's get started!

Contextual video ads: Stages of development

Video advertising is one of the most popular types of contextual advertising. The reason for this demand is that this type of advertising is great for certain niches, such as trading and promoting a range of services. With the help of video advertising, you can show your product in all its glory, share its advantages and convince the user of its highest quality. The same applies to your company's services, because in the video you can fully describe the professionalism of your organization and your achievements. This has a huge impact on the performance of your resource and the business as a whole, because often users do not want to spend their personal time reading the text “about us” and “product description”, in the video format, such information is perceived much better.

Also, do not forget about the company's image. Thanks to video advertising, you can introduce the user to key employees and specialists, and if they are also famous professionals, this will allow your company to develop much faster than if you just used search advertising to promote your resource, but how to create video ads? The stages of video ad development and launch are as follows:

• Creating a strategy

At this stage, you need to collect all the information related to your chosen niche, your competitors, their successes and failures. Using this data, you can build a strategy for promoting your own resource, and avoid the mistakes that your competitors have made.

• Creating an advertising video

At this stage, you need to connect all your creativity and ingenuity. You need to write an advertising script, taking into account all aspects of your services and products that you would like to focus the attention of users on. After creating the script, you need to shoot the video sequence, edit it and make edits to bring your advertising to the ideal.

• Setting up and placing ads

This is the last stage of video advertising development. Here you need to set up your advertising company and place your video on all advertising resources that you think can lead potential customers to your resource. At this stage, it is important to use the information you received after analyzing your competitors, because knowing where their advertising was successful and where it failed - you can not only save your budget, but also focus on more preferred and promising sites.

Creating contextual video ads is a consistent process that requires you to pay the utmost attention to every detail. If you miss something at the time of writing the script and find an error already filmed the video, the whole process will have to be repeated again. The development of such ads requires a large amount of time, as well as the creation of any contextual advertising, but you can reduce your time costs. Order the creation of contextual advertising from the specialists of the Gloss web studio, and get a high-quality advertising campaign created by professionals. You can order the creation of contextual advertising by visiting the “studio services " tab.

Each of the stages of creating contextual advertising described above can determine how successful and attractive it will be for potential customers. Due to the large amount of data and actions that you need to do to create a video ad, there is a high risk of error, because you can easily lose some of the data, forget the idea for the video, or incorrectly configure your advertising company. In order to minimize this risk, we will take a closer look at each of the development stages and tell you exactly what you need to do at each of them.

Creating a strategy for your advertising company: How not to repeat other people's mistakes and run a successful ad

Strategy development is the first stage of creating any contextual advertising. Attention to detail and understanding what data you need can determine the success of your ads. Next, we will look at everything you need to do to create a successful strategy, the list of tasks is as follows:

• Market research

How much your product or service is in demand has a huge impact on your revenue and the success of your advertising. In order for your ads to have the desired effect, you need to research the interactions of your competitors with the target audience and the tools they use to attract attention. You also need to understand which messages can attract the user to your resource, and which ones, on the contrary, can be turned away. With this data in hand, you can confidently move on.

• Differences between your business and competitors ' companies

At this stage, you need to clearly identify the aspects in which your company differs from all representatives of the market, or at least specific competitors. This is necessary so that in the future you can create advertising based on the positive aspects of working with your company and the terms of cooperation that your competitors do not have.

• Customer's emotions and reaction

Next you need to decide what emotion will have to call your advertising. Do you want to surprise the customer? Present him with a new work experience or offer a solution to his problem? The answer to this question will help you in the future to write a script without hindrance, already understanding what exactly your advertising will be about and what goals you want to achieve with it.

• The study of the target audience

To create a working strategy, you need to “know your client by sight". The more information you have about your geographical location, marital status, age, and so on, the more likely you are to be able to get right into the heart of your potential client and attract them to your company. Also, the study of the target audience will help you decide how to further customize your advertising and which advertising platforms you should turn to.

• Motivations and demotivating factors

For a successful business, you need to find out what problems and needs of your customers can motivate them to use your services or buy a product, and what barriers make them abandon this venture. Once you have the right data, you need to figure out how to get rid of these barriers and increase the chances of potential customers buying the product. By investigating the reasons for rejections of your products, you will be able to develop successful contextual advertising and increase the turnover of your company, and this will certainly affect your income.

• Voice-tone

How is it more comfortable for your potential buyer to be approached? What style of presentation is best remembered by your customers and what words can you use to win the customer's favor? By answering these questions, you will be able to better understand your potential client, and this is extremely important for the successful development and promotion of your business.

• Information channels

Where do you plan to place your video ads? Your area of interest includes only the Google search engine, or do you also want to get traffic from social networks? Depending on which sites you are interested in, the total cost of launching an advertising company may vary, so it is very important to answer this question at the stage of creating a strategy. It is also worth considering that services such as YouTube, or social networks such as Instagram, have their own promotion algorithms, and without taking them into account, your advertising company will not bring you the desired traffic.

Each of the points of the plan is very important for creating a successful strategy. At this stage, you can already get approximate figures and indicators that are worth waiting for after the launch of the advertising company. The strategy you developed is not tied to one particular advertising company or its type, you can use the developed strategy until its data becomes outdated or until the behavior of algorithms in the network changes.

The script and creatives: How to create successful contextual advertising in video format

When creating contextual video ads, it is important to keep in mind that no matter how brilliant your strategy is, you will not be able to get the desired traffic and performance growth without a creative and “catchy” video sequence. That is why it is important that by developing a strategy based on numbers and indicators, you leave room for creative thinking and flight of imagination. Otherwise, you are unlikely to be able to create a really attractive ad.

The quality of your advertising can greatly affect the image of your company. How successful your video sequence will be, how well the timing will be maintained and the sound will be edited-depends on the opinion of your potential customers about your company as a whole. If mistakes are made in your video and you decide to use it as advertising material, then you can be sure that you will not get anything but a drop in the rating and the general trust of users in your company.

When creating a video ad, in addition to its creative part, you should also consider the technical part. The duration of an ad largely determines how many users will be able to view it. Also, do not forget that different sites have their own timekeeping restrictions. For example, for TV, the standard timing of advertising is from 10 to 30 + seconds, with advertising on the Internet everything is different.

30 seconds for an advertising company is an incredibly long time, which is why the percentage of those who watch your ad to the end will be unsatisfactory. To create online advertising, the best solution is to choose a timekeeping from 10 to 15 seconds, so you will be able to touch most of your target audience and at the same time tell in a concise form about all the advantages of working with you.

Also, when creating contextual advertising, you need to take into account the preferences of your potential customers. We are talking about color design, color correction of the video, because different color solutions may be suitable for different segments of your target audience. When recording and further processing an ad, it is important that you take into account the preferences of your chosen segment of your target audience and seriously approach the issue of video editing and processing.

Media placement: How to evaluate the success of advertising and draw conclusions

Creating contextual advertising is not an easy process. Having developed a strategy and recorded a high-quality video, then you need to choose the appropriate advertising platforms. It all depends on your wishes and the goals that the ad you created should fulfill. In order to track the success of your brainchild, you can resort to a whole list of indicators, thus drawing conclusions and further developing more and more successful advertising companies. The list of indicators that can characterize the success of your advertising is as follows:

• View through rate

This indicator represents the percentage of views of your ad. This indicator is influenced by a number of factors, including the specifics of your target audience. For advertising, a satisfactory VTR indicator is considered to be a result of 47%. If your video's VTR is very high, check to see if your ad is being served to a child audience. Despite the fact that this way your advertising shows the best results-the children's audience is rarely the target, unless of course we are talking about selling products for children. Serving your ads to a non-target audience can affect the final cost of running and maintaining your ads, so it's important that you keep track of who and what ad campaigns are being served online.

• Number of views

Focusing on this indicator, be careful, because each media platform has its own requirements for accounting for views. For example, at Google, in order to view an ad, you need to watch 30 seconds of an ad clip, or proportionally less if the video is shorter than 30 seconds. With other media platforms, the situation is the same, so before publishing and making conclusions about your advertising company, take into account the requirements of the resource.

• Percentage of views by quartile

This indicator can provide you with information about how much of your advertising has left the lion's share of the audience. This indicator is measured as a percentage and can be equal to 25, 50, 75, and 100 percent.

• User traffic

In order to draw conclusions about the success of an advertising campaign, track how much user traffic increased after it was launched. Based on the data obtained, you can draw conclusions about the feasibility of maintaining this advertising campaign.

• Associated conversions

For Google, a click-through from an ad is counted as an associated conversion after viewing 10 seconds of the ad, so if your associated conversion rate is unexpectedly lower than you expected, keep in mind that users may have clicked through to your site earlier than 10 seconds of the ad.

• CTR

This indicator is important only for advertising and brand promotion, take this fact into account before making conclusions about the success of advertising focusing on this indicator.

Using the indicators described above, you can draw conclusions about the success of your advertising company. Based on these findings, you can either continue to launch advertising campaigns in accordance with the previously developed strategy, or make adjustments to it that can affect the advertising performance and, as a result, its success.

Promotion of the company's website: Where to order the creation of contextual advertising

All the stages of developing a high-quality advertising company described above require a lot of time, because the slightest mistake at one of the stages can significantly affect the success of your advertising company. If you do not have the opportunity to create contextual advertising of the desired quality due to lack of time, or you are not ready to spend so much time studying all aspects of advertising activities — order the creation of contextual advertising from the specialists of the Gloss web studio.

Web studio Gloss has been creating online stores, developing landing pages and launching hundreds of advertising campaigns every year for 12 years. The studio has more than a thousand works on its account, and the company does not plan to stop there. To learn more about the services of the Gloss website studio and order the creation of contextual advertising, go to the site menu and select the “company services " tab. Develop and promote your business competently, together with the Gloss web studio.