PROGRAMMATIC VIDEO – BEST PRACTICE

We are currently buzzing off learning all about the landscape our videos slot into by partnering up with specialists in their fields who are world class at what they do. Wouldn’t it be great if the teams producing your video content worked closely with the teams amplifying your content so everything was fit for purpose? Surely, this collaborative approach is what will give video campaigns their best chance of success and most certainly cost less per view if audiences are more engaged and watch to the end.

Enter Regital, experts in programmatic marketing, who share some top tips to consider when using programmatic video.

SHORT & SWEET

With programmatic, length of video is restricted to 30 seconds, and although this is the maximum you should still prioritise the main feature as early as possible, in the first few seconds to ensure the product is being seen. The further into the video the more likely the drop off rate will increase. An engaging opening is essential if the viewer is going to switch from what they’re doing.

At Maker, we love the creative challenge this poses – how can you still be creative in such a short space of time. We love this video made by Google France about how you can best make use of 6 seconds.

SMALL IS BEAUTIFUL

In terms of video banner best practices, the number one thing to factor in is the file size. This is essentially the core of the banner being viewable or not. The smaller the better and always QA the content to make sure the product or key message is clear and visible. If you want to run certain size banners make sure the video is friendly to the ratio of the banner it is contained within. Cropping out video which could feature important visuals means you run the risk of products never being viewed.

When production teams know the tech specs of the potential formats we can consider these when we’re framing and composing our shots. Otherwise you have no choice but to crop your video to size which is a bit like throwing half of the production budget in the bin. And we’re not just talking 9:16 here, there are lots of different sized formats your content can play in.

SOUND AND VISION

Subtitles are essential and should run in time frame by frame as video autoplay automatically mutes any audio in the video. Autoplay works best as the viewer has no need to interact with the content in order to see it. This helps in viewing conversion so don’t rely on sound.

It also helps to be working with concepts that are very visual in their nature and really make the most of the visual medium so that no impact is lost when audiences watch it on mute. These kind of visual concepts also work really well if you’re connecting with global audiences as there is little or no need for translation. Film is a global language.

CALL TO ARMS

Make sure the brand’s logo is featured throughout the video. The best way to do this is by layering it up neatly somewhere within the banner so it doesn’t cover key information while standing out clearly on its own. The same applies with the Call To Action this should be clear with a direct order such as ‘Shop Now’ ‘Book Now’ ‘Find Out More’ encouraging the user to take action and in turn increasing the Click Through Rate.

According to a study that was conducted by KISSmetrics, adding a single CTA within a video generates as much as 380% more clicks than a CTA on the sidebar of the same page.

We would also add that the CTA deserves some attention if the copy is to be sympathetic to the overall tone of video. The wrong type can absolutely kill the mood you’ve carefully built up in the video.  If the beauty of programmatic is how targeted and tailored you can be, don’t screw it up with a misfiring CTA. Show that you understand your audience and where they’re up to with you.

MOBILISE FOR MOBILES

Mobile is now more popular than desktop with websites and social platforms in mind, videos should be mobile friendly and adhere to social companies specifications.

Embrace the creative challenge of the vertical 9:16 format – create concepts that work for it, shoot for it and play to its strengths. Think portrait not landscape. Vertical films aren’t bound by the stigma of being anti-cinematic. As a judge for the Snackable Content Awards it’s great to see filmmakers having fun with vertical video. Here are some of my favourite examples:

A neat gif for Red Bull…

Portrait lends itself well to faces…

So you can see that having production and amplification working together is a surefire way to make sure online video performs better. But you’d be surprised how little it happens. With communication lines open between the two partners you can take programmatic to the next level. And with proper planning you can create all the assets you need in the most cost-effective way to allow you to serve up multiple versions that are just ripe for where your customers are at.

A big thanks to Paul Wright and Josh Nurney from Regital for supplying such juicy nuggets and examples from their portfolio.