Video Bad for Clicks but Great for Visitors?Written by Michael Levanduski
November 1, 2012 # 7:09 pm # Industry News, Specials # No Comments
Like most forms of digital marketing that exist today, the use of video marketing is still growing more and more each day. Marketers are continuously realizing the potential that video ads have in bringing in fantastic results. However, even though video ads are quite successful, it may be in ways that you did not know of. Video ads are not simply getting the word out these days, but they are bringing consumers to other places. A recent eMarketer study shows just what consumers are doing after watching these video ads that have spread across the web. It appears that videos are not simply made for clicks anymore.
In a simple, but effective pie chart that eMarketer has created, they show where video ads are taking consumers upon viewing. The common idea that everyone has is that upon completing a view of a video ad, consumers will simply click the ad and be redirected to the company or brand website. Although that may have been the old trend, it is not what is happening anymore. According to the chart, only about 28% of those viewing an ad will click to be brought to the site. The largest percentage of viewers, which is 31%, of respondents finish viewing an ad and then go to a brand’s page on Facebook. After that, 21% of viewers immediately replay the video after viewing. Another 17% visit the brand’s Youtube page rather than their Facebook page. Of the remaining 2%, 1% visit Twitter and 1% communicate with the brand through email.
This information, which comes from Jun Group, an opt-in video serving company, shows how important social media has become in marketing. It is now affecting all types of digital marketing and has become intertwined with them. As for the performance of video ads themselves however, this is what eMarketer writes;
Overall, engagement rates with video ads hovered between just under 3% and 4.5%, with videos between 30 and 60 seconds long performing best. Videos both shorter and longer than that sweet spot had lower engagement rates, though the shortest videos had the highest completion rates.
The company said it best by describing it as the “sweet spot.” If a video is too short, consumers do not even get a chance to understand the ad or learn anything that they might be interested in from it. On the other hand, many consumers’ attention spans are limited and a video that is too long will easily outstay its welcome.
Videos have always been a great form of marketing, and now they are becoming better in the way of branding. This is greatly due to the prominence of social media in marketing today, judging based on the numbers presented by eMarketer. It appears that as a brand, if you have a presence on any of the more popular social media networks first, and then expand your marketing efforts after, you will be better off. Social media seems to be the more popular and trusted end point for consumers that are looking into brands.