Localized marketing is the customization of a message or materials used to convey a message to a very targeted community or group. If you consider the fact that newspapers in America have been in existence for over 250 years and Yellow Pages for over 110 years, communicating and marketing to the local-level is not new. It is the means by which we deliver our message that continues to reinvent the term. The latest medium in this long lineage of localized marketing is online video ads.
Businesses and marketers need to work diligently to attract a multi-generation/multi-device clientele, particularly the Millennials. Online video consumption continues to enjoy a 100% year-over-year growth rate, with 190 million Americans watching 52 billion videos and 35 billion video ads in 2013. As a result, online video ad revenues grew to $2.8 billion in 2013, and are expected to reach $5 billion by 2016 according to a recent Business Insider report.
Localize the message
The trick (and to some, the Achilles heel) to online video ad success is the ability to localize the message. As Millennials and Gen Z assume a controlling share of our nation’s buying power in the next 5 years, communicating to them with local, attention-grabbing content is essential toward winning their dollars. At minimum, an effective online video ad campaign should consider the following:
- Messaging – A concise message 0:15 – 0:30 seconds in length is ideal. Take 3 – 5 seconds to grab their attention, but spend the majority of time letting them know why they are still watching. Remember, approximately 85% of viewers click off the message after 10 seconds.
- Targeting – Ad dollars can be exhausted quickly online if you are not narrowing your focus to the audience most likely to buy. Spend time in your website analytics and category data to better understand your audience; where are they and messages will appeal to them. When campaigns are set up correctly, optimization to different audiences can occur automatically.
- Scalability – Developing and managing a campaign for one market, dealer or product is relatively simple; what about 1,000? How will you promote the local dealer/representative?
- Measurement & Analysis – Benchmarks and metrics for success should be decided upon prior to launching an online video ad campaign. They need to be realistic and unbiased. Once you receive those analytics, you need to act on them.
SA has thought about these issues and others. If your business is interested in exploring online video ads in an upcoming campaign, we encourage you to give us a call.