Vinayak Srivastava, CEO & Co-Founder, Toch

Online content, undeniably, has become the king in today’s tech-driven world. A large percentage of this online content consumptionis constituted of short videos which are becoming the next big thing for advertising and brands across the globe. Video ad spending has been garnering increasing momentum and brands are transitioning towards digital channels with a focus on in-video ads.

Exploring new landscapes and possibilities

Video based ads have an advantage over traditionalmedia by virtue of allowing brands to collect important data about targeted and customized audiences that result in the formation of actionable insights. This data fashionsgreater understanding of the audience preferences and motivation, which is instrumental for brands as they try to capture mind share and build a buyer persona. The cultivated data enables brands to increase their exposure and be more competent by utilizing personalized programmatic content.

Targeting and reaching out to a relevant audience set is one of the key objectives of an advertisement. And only by understanding an audience can one formulate relevant strategies. This is not quite the case with print media because it only offers a one-way approach. You design content, advertise and that’s the end of it. There is no end result in terms of gleaning data for understanding consumer behavior. As such, bombarding largenon homogenous audience set with less relevant content is a costly and a less efficient strategy.

Through AI assisted and data backed video-based ads a brand can reach out to the right audience with the right content and drive a higher ROI.

Building a brand-consumer connect

Effective businesses are built when the customer is at the core of the many business functions and actions are driven with an objective to drive value for them. Brands who focus on building a stronger connection are able to navigate the business environment better. And since the bulk of any given brand’s customers are ‘digital’, it is of utmost importance for a brand to sift through vast internet netizens and zoom in on its target audience, otherwise, a brand risks the possibility of being lost in cyberspace.

Consumers today are digital-savvy, well-informed, and fond of screen-time and the appropriate way to reach out to them is utilizing the very medium through which they experience new-age interactions and transactions – finely curated and personalized videos.By 2022, online videos will make up more than 82% of all consumer internet traffic and this is why ads in inserted video can change the game of advertising and marketing.With the insertion of ads in short videos, a brand can reach out to its target audience and broadcastits product offerings. As such, this is about tapping into every individual possessing a smartphone through different content pieces which appeals at an individual’s level.

In fact, this is an approach capitalized on heavily by e-commerce giants such as Amazon, eBay, Walmart, Alibaba, Myntra, and so on. Amazon and eBay, in particular, reported that inserted contents complimenting a product description have the genie magic to scale viewership dramatically and generate increased sales by a margin of 35%.

Analyzing from a behavioral point of view, when it comes to building a brand-consumer connection, it is all about appealing to the emotions of people and building a bond with them. To that end, an inserted video is the answer to this question of an emotional appeal. It is so because a video gives marketers the liberty to piggy-back on all kinds of messages or tones as may be deemed emotionally appealing. Therefore, it is no wonder that brands leveraging this new-age method have greater odds of scalable, organic brand-consumer connect.

Courting the ‘viral’ dynamic of contents on social media

In a nutshell, inserted videos leverage the power of intrinsic interest and action n– a highly effective way to reach out to an audience. Today, consumers themselves create and share video content on social media platforms. Roughly, 700 videos are shared by Twitter users every minute. As such, an in-video marketing approach means communicating with consumers in the very medium and language they use.

So, to conclude, the face of marketing and advertising is set to change with the advent of in-video ads. If a certain brand wants to make an impact and foster new relationships while keeping existing ones, the answer is to embrace this new method of advertising and marketing.

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