The art of selling something is of utmost importance in a highly industrialized and modern world. This field has widened and branched into various sections over time, such as sales, marketing, promotions, and advertising. All these factors have an equal, as well as a prominent role in the final sale of any product or service.
Advertising performs one of the essential tasks of getting the product in front of potential customers. Hence, advertisers need to innovate and bring in new, exciting, and engaging concepts and forms of advertising. The techniques of advertising have evolved over the period, and today online advertising is the dominant market player, as around 95% of Google’s revenue comes from online advertising. However, the click rates for display ad campaigns average only at 0.1%, which means the users click only one in a thousand advertisements in a campaign.
Also, with the advent of ad-blocking technology, the scope to advertise has further narrowed down. As per research, 47% of consumers block ads, and 63% of ad-blocker users installed it because of too many ads. With such a significant number of ad-blocking rates by potential customers, advertising becomes a more difficult task to accomplish, coupled with the increasing market competition. Hence, innovating and developing new advertising techniques is essential to develop novel and unique ads to attract customers.
Video ads are one of the prominent as well as the comparatively impactful types of advertising and about 45% of B2C marketers consider visual content to be their most important type of content. Hence, it’s essential to create engaging and creative video ads to attract customers. However, according to survey reports, video ads tend to be not much engaging. In a July 2019 survey, conducted among US digital buyers, about two-thirds of the respondents considered autoplay video ads with sound to be the most annoying type of online advertisement. Thus, to make a shift from creating annoying video ads to interesting video content, here’s how interactivity can enhance your video ads:
While video ads are losing their impact, as research revealed that 48% of users installed an adblocker because of annoying ads, interactive elements can revolutionise the video ads. By adding interactive features, the viewer will be encouraged to watch the video and click on the hotspots, branched stories to choose what they want to see.
Makes video ads versatile
While 88% of B2B marketers opine that creating content increases the companies’ credibility and trustworthiness before the customers, interactive videos would add more functions to the video ads along with these essential factors. With interactive features, a single video ad will be able to act as an informative as well as a shoppable content.
Enables direct purchase from video ads
Alike cart abandonment, customers losing interest in an online product is a widely prevalent trend. One of the main factors determining online shopping is the ease in availability of all the product or brand details and shoppability. While only 31 % of people respond to online ads by clicking it, making an online video ad shoppable with interactive features such as add to cart options will increase the purchase rates.
Minimizes customers’ efforts to find details and buy
For a customer to look for a specific brand product, the brand needs to have visibility and popularity. Also, only 27% of people search for a product, company, or brand after watching an online ad. Thus, by providing product details as overlays and company information as branched stories within the video ads, the viewers-to-buyers conversion rate will rise.
Manasa Chandran (Content Executive)