Analysis of the current status of the video material market and advertising strategies!

Everyone is familiar with advertisements. There are many styles of advertisements, including text, single picture, large picture, multiple pictures, video, etc., either alone or in combination, which stimulate the senses of netizens.

Video advertising has won wide attention in the industry with its advantages such as high precision delivery, high interactivity, high information carrying capacity and high conversion rate.

Through in-depth interviews with mainstream media, advertising agencies and some advertisers , this article provides a detailed interpretation of the market status and delivery strategies of video materials.

1. Video material has become a must-have format in the advertising industry

100% of the respondents indicated that they have used video materials for advertising, and video ads have been distributed in multiple scenarios in daily life, such as when using video software, reading, using social software, browsing and searching on the Internet , etc. And in these scenarios, there will be different industries, such as games , e-commerce , finance , tourism , etc., and video advertisements are everywhere.

2. Video materials are becoming more complex, professional and diversified

The video material has gradually evolved from the initial form of picture carousels/splicing to sitcoms and even micro-movies. In order to obtain high-quality video materials, many advertising agencies and even advertisers have set up independent video production teams with as few as a few people and as many as dozens of people. However, for some video materials with higher requirements, professional MCN and other third parties are still needed to produce them.

3. Video material can improve CTR

There must be a reason why the advertising industry is so keen on video materials. 40% of the respondents clearly felt that the click-through rate of video materials was higher than that of graphic and text materials.

4. Possessing the metaphysical characteristics of a hit

Although video materials can increase click-through rates, becoming a hit video will be affected by many uncertain factors. Nearly 70% of the respondents said that whether a video material is popular or can become a hit video is a metaphysical phenomenon .

For example, a video that appears to be of average quality may actually have good CTR and conversion effects. The entire advertising industry and its sub-industries need to constantly test and research video material styles that suit them.

5. Video matrix strategy to resist metaphysical risks

In order to ensure that a hit video is tested and satisfactory results are achieved, multiple sets of materials need to be tested simultaneously. First, classify the materials. Each category is divided into multiple creative groups. Each creative group is further divided into multiple plans, but each plan may only change settings such as bidding and crowd.

More than 70% of the respondents indicated that they are currently using this method for actual delivery.

6. Use the combined script method to enrich video materials

The video matrix strategy requires the support of a large amount of differentiated video materials. It adopts the method of combining scripts to connect and combine scripts of different dimensions , making the most of the scripts to produce more videos, thereby enriching the material types.

7. Daily updates to resist life cycle fluctuation risks

In addition to the preparation of delivery strategies and material types, some delivery details also need attention. The life cycle of video materials is generally short. Some video materials decay within three days , and the longest lasts no more than 1-2 weeks . One reason why video materials can last for more than a month is determined by the characteristics of the industry they are in, but this is an individual phenomenon overall.

Therefore, it is particularly important to ensure the release of new video materials every day , and to ensure that both new and old materials are online every day . For materials that have been attenuated, the copywriting, cover, etc. can be fine-tuned and then put back online as new materials.

8. Rhythm control improves the effect

The placement of video materials can follow the golden 3-5 second principle, that is, play the product or brand within 3-5 seconds of the beginning of the video, and implant incentives to attract attention. Then, the product and selling points are broadcast in the first 25% of the entire video (if the entire video is 30 seconds, that is 7-8 seconds), and advertising links are leaked in the last 30% of the video.

When a certain brand was tested, the conversion effect of introducing the product first was 89%+ higher than that of laying the groundwork for the plot first and then introducing the product .

The above interpretation of the market status and delivery strategies of video materials is expected to help advertisers deliver more accurately and efficiently in this field.

Marketing experts are also welcome to express their views on the delivery of video materials in the comment section and jointly explore more effective optimization methodologies.

Author: 360 Marketing Academy

Source: 360 Marketing Academy