Disruption: it happens constantly, now an accepted part of our routine as consumers. While we’ve come to expect a commercialized voice to interrupt our playlist mid-run or a slew of advertisements to rotate right before a monumental moment on television, the anticipation does not make the unsolicited break in our entertainment any less annoying.
Video ads have become an increasingly popular way to reach consumers on digital platforms, auto-playing as you scroll through a feed curated by ‘follows’ and ‘friends.’ There’s no denying the effectiveness of video marketing—captivating audiences with motion and sound in a way static advertisements cannot. But when video after video pushes an unwarranted brand message or product into your personalized feed, these too become disruptive. Consequently, the message, as well as the time and dollars put into the 30-second clip, is lost, as consumers are more and more often choosing to not engage.
The question then turns to us as marketers: how do we reach audiences in a world where they can choose to not be reached? Marc Pritchard, CMO of Proctor & Gamble—the world’s largest advertiser— recently shared that P&G video ads are viewed for only 1.7 seconds on average, and only 20% are viewed longer than two seconds. He said that he wants to “work with Facebook and Google” to create new ad formats.
And while those numbers may seem alarming to marketers looking to reap the ROI benefits from the billions of dollars spent on digital video advertising annually—does this mean that the answer is to create shorter ads, attempting to fit an entire brand and message into a clip that could be missed by an untimely sneeze?
It doesn’t have to be.
Here at Ahalogy, our clients’ see a 7.5 second average view-time on video content, with many consumers choosing to watch for 10, 30, and 60 seconds longer. What’s our secret? Well, like all content produced at Ahalogy, our videos begin with category trend data (which helps uncover new ideas we know will resonate with viewers).
A couple of examples:
Not only are these great ideas that educate and entertain, but part of the magic comes from the fact that they are created by individual influencers. They come across as authentic and genuine — a person like you — whether you follow their social accounts or not. Because they are passionate about the topic, influencers create novel ideas and applications of our products. And they are almost always faster and cheaper to work with compared to the typical video development process.
By creating content driven by consumer interest, advertisements have the power to transform from a glaring interruption to something useful—that prompts social shares, engagement and, ultimately, selling more product in store and online.
We’d like to share some of our insights for creating better video ads with others striving to compete for consumer attention. Join Ahalogy at our free webinar on Wednesday, October 25 at 12 p.m. EST. where CEO Bob Gilbreath and Client Success Lead Traci Garcia will share how we’re helping our clients get 441% longer view-time on branded video on social.