Want to grab the vertical screen short video advertising market? These creative optimization techniques must be known

At the end of August, ofo announced the launch of a vertical screen short video advertising business on its official APP - that is, when users scan the code to unlock their car, a 5-second brand vertical screen video ad will pop up and be watched by the user. Currently, dozens of brands including Coca-Cola , Quduoduo, and BOSS Direct have launched the first batch of trial launches.

Regarding ofo's move, netizens have different opinions:

"It costs me a lot of data but makes me watch ads I don't want to see!"

“The ads are pretty cool and don’t affect the use of the app!”

"I need to watch an ad first when I need a car to go to work?"

"This form of advertising is quite novel, I will stick to watching it to the end!"

“It’s 5 seconds now, will it be 10 seconds, 15 seconds, 60 seconds… and finally 10 yuan a month with no ads?!”

But whether we resist or praise it, we cannot deny one fact - vertical screen short video ads are gaining favor from more and more platforms and advertisers!

Therefore, in this marketing season of “Golden September and Silver October”, we will not discuss whether the ofo incident was a turning point in adversity or the last straw that broke the camel’s back. Instead, we will first analyze for marketers who intend to run this type of advertising - how to create vertical screen short video advertising ideas with better conversion effects!

That is, let the vertical ads naturally fill the entire screen instead of leaving blank space at the top and bottom, so as not to damage the user experience and create a visual impact and immersion.

2. The theme (selling point) is clear

Since vertical screen short video ads are subject to time limits (currently 5s, 10s, and 15s are common), users need to know “who you are” and “what you sell” at a glance, and it is best to focus on the core selling points of the product to help users remember it. For example: car brands emphasize "safety".

3. Use real people, real events, and real scenes

Short videos that use real people and narrate real scenes (preferably in the first person) can make users feel more real and involved, thereby improving advertising effectiveness.

4. Have an eye-catching beginning

“If the first 5 seconds (or even shorter) don’t attract me, I’ll skip it…” Therefore, the advertisement must have an eye-catching and cool beginning, and the brand information must be delivered as early as possible to grab the user’s attention in the shortest time, form a brand impression, and avoid advertising waste.

5. Take advantage of hot spots

Short video ads that feature popular stars, internet celebrities, or that are creatively explored and produced based on current hot topics or hit dramas can better stimulate user interest and resonate with them.

6. The content is novel, interesting and interactive

For example, adding easy- to-imitate and novel dance moves, or funny lines and jokes, can increase the interaction rate of short video ads and stimulate secondary dissemination.

7. Native display of ads

That includes native form, which is to be in harmony with the main tone, environment, content, and audience usage habits of the APP; and native demand, which is to create advertising content that meets the user's real demands based on insights into the user's real intentions, real needs, and real scenarios, thereby communicating with the user in a more detailed and efficient manner.

1. Insight into user demands

Gain insight into the users’ most real and urgent demands, and then use the advantages of products and services to solve the audience’s demands, thereby stimulating users to click on ads or convert. For example, “Use this facial mask when the season changes…” can be promoted by capturing the core selling points of the product, the audience’s appeal, and combining it with seasonal scenes.

2. Use text skills

For example: clever use of numbers (5 steps to teach you...), clever use of hot topics (Lanshou Xianggu...), celebrity effect (Hu Ge said...), texts that can arouse curiosity, shock or fear (the secret to earning 50,000 yuan a month is...), etc., can all make it easier to increase the attractiveness and clicks of advertisements.

3. Text segmentation display

For example: copywriting strategies such as segmenting the population (a must-have for white-collar women...), segmenting the scene (a must-have for business trips...), and segmenting the environment (a must-have for foggy days...) can make the advertisement more engaging and provide a sense of psychological belonging.

Keep the landing page and creative video in a consistent and inherited relationship to avoid violating user expectations, thereby causing user loss or damaging brand goodwill.

2. Achieve direct access to applications

That is, through DeepLink technology, it is possible to directly jump from an advertisement in a certain APP to the content details page or purchase page of other APPs, thereby simplifying user behavior , reducing user churn, and greatly improving advertising conversion rate .

3. Pay attention to the production of landing pages

Users' fragmented reading habits determine that they will not stay on a page for a long time. Therefore, the landing page design should follow principles such as clear identification (for brand activity pages) and easy operation (for lead collection pages).

Of course, what is explained above are just the basic principles for creating vertical screen short video advertising ideas. In addition to following these guidelines, in the actual creative production and optimization process, the support of some technical means is indispensable, such as using big data analysis technology and algorithms to accurately understand who the user is, user preferences, behavioral habits, real scenarios, etc., and then generate the most suitable advertising creative for TA based on this; for example, using A/B Test technology, using actual user data performance to select the one with the best conversion rate, etc. Only by grasping both "methods + techniques" can you create vertical screen short video ads that suit TA's taste and stimulate TA's desire to learn more about you, thus bringing about the ultimate sales conversion.