Understand information flow video ads and their delivery strategies in 3 minutes!

The value of information flow advertising is increasingly valued by advertisers and media. As various types of media are embedded in this form of advertising in combination with their own interactive characteristics, the extension of information flow advertising has been continuously enriched. After pictures and texts, information flow video advertising has emerged as a new force and has become the new favorite of brand marketing...

In the end, what are the outstanding advantages and values ​​of information flow video advertising? How can we make the delivery of information flow video ads more efficient? Next, I will analyze it for you~

Why are information flow video ads so popular?

Among them, video consumption on mobile phones has shown exponential growth. The surge in mobile video consumption has also directly led to the rapid development of brand mobile video advertising: in 2017 and 2018, brand advertisers' spending on mobile video advertising in apps soared, with year-on-year spending growth reaching 348% in 2017, and the proportion increased from 6% to 12% in 2018, doubling...

However, as more and more advertisers flock to video ads, we will find that consumer habits are quietly changing: British advertising agency Mirriad found that advertisers are very keen on pre-roll video ads, but 90% of consumers will choose to skip the pre-roll... It can be seen that if advertisers want to continue to use video ads to attract users, they must rely on other forms - and information flow video ads are the product of current market development and brand marketing demands.

Not only is it not as "expensive" as regular video patch ads, it can also be quietly integrated into consumers' browsing of content, making it more acceptable to users and more effective for brand placement.

Information flow video ads can be embedded in various types of apps, including social (such as WeChat and Momo), information (such as Toutiao and Dongqiudi), video and audio (such as iQiyi and Qingting FM), reading (such as Kuaikan Comics), educational tools (such as Zhihuishu), and sports and fitness tools (such as Keep). These app channels have a large enough user scale and can cover user groups at all levels. Therefore, in an era of fragmented attention, they can help brands more efficiently and accurately target a large number of high-quality target groups and achieve strong brand exposure.

How to make information flow video ads more efficient?

Based on my own experience, I have the following suggestions:

The first 6 seconds are the key to whether an ad is effective and can generate conversions. Statistics from a large amount of video advertising data show that more than 90% of users scroll past the video ad after watching it for 6 seconds. So, what can brands do to make good use of these “golden 6 seconds”?

The following three points are very important: First, the first 1-3 seconds of the picture must be eye-catching.

For example, you can use a popular star/a visually impactful and cool picture as the beginning, or use a big-character poster to ask questions to stimulate thinking and attract attention, etc.; second, the text should be concise and prominent, and the subtitles that were previously narrated must be condensed into the most core keywords and sentences to directly hit the user's eyes and heart; third, use core interest points (which can be brand selling points that are superior to competitors; or brand selling points that can meet the audience's needs or solve their pain points, etc.) or demand scenarios that can resonate with users to quickly get to the point, so as to effectively attract the interest of the target population and strengthen user memory.

. In fact, both the text in the video and the title copy have a huge impact on the entire information flow video advertising - because consumers may watch the advertisement with the sound turned off. Although dynamic images may attract their attention, since they cannot hear the sound, they cannot fully understand the brand information and concept that the video wants to convey.

At this time, the text elements in the title copy or video can better convey the advertised products or services to consumers, and even quickly attract users to click.

Therefore, in the later stage of delivery optimization, the copy title is also a very important testing indicator for marketers (after all, the same video content, with different titles, may have very different conversion effects in the end).

In order to maximize the effect of advertising without disrupting the user's normal experience, in addition to providing users with valuable information, it is also necessary for the advertising to be displayed close to the original and not be a disturbance to the user.

Content native.

That is, before delivery, analyze the channel category or page content theme, and then place the brand information flow ads around highly relevant channel types and content to ensure that the ads accurately target the interested groups while increasing the attractiveness and click-through rate of the ads.

Scene native.

That is, the displayed advertising content has a certain relevance to the user's current usage scenario. For example, based on the user's current time period, geographical location, weather conditions, life status (at work, exercising, eating), etc., outputting advertising information that is highly integrated with the scene will make the advertising more humane and warm, and the conversion effect will be significantly improved.