I can, in the main though, box them off. Advertisers like the medium a lot, but viewers can be frustrated at times when content creators pack their videos with annotations and ads. Something that can be easily turned off, though; and new rules for vloggers should help cut deceptive practices.
Paid ads though have been one of the best ways brands can put calls to action into their videos to direct viewers to other places, but a lot of them want to go one further and interact better with potential customers.
So, in April, to celebrate five years of TrueView technology, YouTube launched interactive cards for advertisers to use on desktop and mobile versions of YouTube. What’s more, advertisers will only be charged when they click on an ad.
I was using YouTube on my smartphone over the weekend and saw TrueView cards in a video for the first time, and I thought it was inspired. Advertisers and YouTube have a bright future together.
Have you used TrueView to advertise to a target audience? What have the results been and how did you find the experience? Let me know in the comments section below.
Take a look at the picture to the right. I was watching a music video playlist on YouTube at the weekend when Worth It by Fifth Harmony came on. When I grabbed my phone to turn it off (honest…) I noticed the lead generation cards below the video.
As you can see there are links to products featured in the video that can be purchased from the shop at the Fifth Harmony website. Products have also been put into bundles, too, so fans can see the clothes and accessories that their favourite member of the band is wearing.
It’s excellent advertising by the band and their producers to capture the interest of its millennial audience and promote awareness of the wider brand. A lot of fans will buy individual sets and they’ll tell their friends it’s Dinah’s look from Fifth Harmony and more.
But it isn’t really a new tactic. It may be fresh in this form of media, highlighting products in videos and providing calls to action with cards, but other forms of publishing have been using the idea in other ways.
The Daily Mail has been using it in its FeMail section for a few years, and the Daily Mirror has recently been using it, too, to highlight products that celebrities are wearing when they’ve been captured by the paparazzi.
Cara Delevigne, for instance, was featured recently in FeMail alongside visual links of the products she was wearing, prices, and calls to action to buy them from different stores. Said stores will have paid a pretty penny to have been featured, with other products across the FeMail front page (beauty products, restaurants, and more).
What’s interesting is that when the idea is there or the technology becomes available (ala TrueView) then advertisers begin to think like traditional media buyers. If there’s space available, then how can it be used to create an ad or a call to action?
Which is positive news for those that work in the medium and are worried with the way print ad revenues are going. Keep your ear to the ground and there are so many opportunities to get word of your brand out there as well as creating potential lead-gen opportunities.
Especially for brands that work with a custom CMS; think creatively and you can create space for fantastic lead-gen opportunities for other companies to partner with, or brooch ideas with other places.
How important is YouTube advertising to the future of your business? How much more interactive does it need to get for you to make serious inroads? Let me know below!
3 tips for TrueView success
And, like Twitter and Facebook’s lead generation tools (among other social networks), companies can start using YouTube’s TrueView cards now to generate leads and complement your existing video strategy:
#1: Relevance is key
There’s no point in just creating ads and cards for the sake of it. Clicks cost; instead think of your overall creative content strategy and the products you want to push. If you’re looking to sell more of a particular kind of stock, perhaps create a lookbook showing off its best features. Or, if you’re looking for sign-ups for a community venture, create a feature and highlight the best parts.
#2: Create compelling CTAs
Don’t forget the quality of the call to action itself. Just having a lead generation card exist isn’t enough. There has to be an incentive to click through; think of the above Fifth Harmony example, the incentive being for fans to look like their favourite band members. Use the best images you possibly can (clean and clear) and attractive copy that entices people to find out more.
#3: Budget carefully
TrueView’s been quite fair with advertisers and the length of time people have to watch ads before it’s counted as a paid view. With its cards, though, a click anywhere on the card will count as a paid view, which means you’ll have to be careful with your budget. Management can be as potentially tricky as a Pay Per Click campaign; it may be worth outsourcing your TrueView campaigns if you don’t have the time.
Brands of all shapes and sizes can take advantage of TrueView for big rewards, but people will also have to factor in the cost of producing a good video as well as managing and maintaining its lead generation capabilities.
But there’s a huge audience out there on YouTube. Play your (lead gen) cards right and you could capture interest from a lot of people in your target demographic, as well as growing your brand’s presence in a more visual way on the world’s second-largest search engine.
If you’d like to learn more about lead generation and YouTube advertising speak to a Webpresence consultant today!