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Video Ad Campaign Hall of Fame: Red Bull Stratos

On October 16, 2012, millions of viewers across the world watched a daredevil plummet to earth. Felix Baumgartner, a professional stuntman, successfully became the first person to break the sound barrier without the use of a plane.

It was an awe-inspiring event. Eight million people watched the live broadcast on YouTube. Perhaps they were hoping to experience the thrill of the first moon landing, which held the attention of 600 million viewers worldwide. Man in space has always been captivating.

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Those who orchestrated the mission claim that its purpose was to “transcend human limits.” The data gathered from the mission was shared with the space program in order to contribute to scientific advancements.

There was another purpose to the mission, though quieter and harder to spot. It appears on the homepage of the mission’s website, buried beneath a pile of videos and information.

If you hold a microscope to the screen, you can see it: the Red Bull logo. The mission itself was called “Red Bull Stratos.” The daredevil who performed the mission, Felix Baumgartner, had been doing stunts with Red Bull since 1988. Red Bull Stratos, with its 8 million viewers, was the largest stunt yet.

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Though some have criticized Red Bull Stratos for not making the best use of its captive audience, there is something to be said for Red Bull’s self-restraint during the event. Red Bull didn’t need to shove its product down viewers’ throats; instead, they utilized the power of association. By having their logo and branding present during a major stunt like this, they become linked with excitement, adventure, and success in viewers’ minds, even at the subconscious level.

GoPro got in on the action as well. Seven of their cameras were used to document Baumgartner’s fall to earth. Their video ad from the event includes footage of the original mission to break the sound barrier by plane back in 1960, as well as footage of the fall from Baumgartner’s perspective. GoPro’s ad harnesses the magnitude of history and space, implying to viewers “you can be like Felix Baumgartner and Neil Armstrong, and we can help.”


In video advertising, using the power of association in this way can be more powerful than any copy you’ll write. Choosing visuals that convey bravery, beauty, confidence, or wealth will help you market your product to those who wish to possess these traits. Like Red Bull and GoPro are synonymous with courage, and Marlboros are synonymous with manliness, your product can become the embodiment of a trait your audience desires. This requires knowing your audience, what they want, and how your product can help them get there. There is no need to send a man to space (though it certainly does help).

Create your own inspirational and groundbreaking video ad at http://www.viddyad.com

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Is Facebook the Best Place for Video Advertising?

It seems the tides are changing in the digital realm, more specifically when it comes to video advertising. If you’re a regular reader of our blog it should be pretty apparent that video advertising is one of the best ways to advertise your business. Not only does video engage consumers better than text and picture but with 80% of users able to recall a video they viewed in the past 30 days, it’s become a necessity for brand recognition and growth.

So you’ve got on board the video advertising train, but your next big question is where is the best place to put said video? Well, you could try digital signage or the even cheaper option of placing it on your website, but you want as many eyeballs to see your video as possible. So you consider the various social media sites. Your first thought for video is probably YouTube, and back in December 2015 most people would agree with you, but as of May 2016, it seems the most popular site for video advertising amongst marketer was Facebook at 65%, with YouTube coming in second at 45%.This is the beginning of a big shift in the go to place to place your video ad, much to Facebook’s delight.

Why do brand prefer Facebook for their video ads? Well according to a study carried out by Wolfgang digital using a video ad on Facebook is not only cheaper than YouTube but will also get your video more impressions. Facebook’s average cost per thousand impressions is €0.98 whereas YouTube’s cost per thousand impressions is around €4.31. The same study also found that Facebook garnered more hours of views for video ads over YouTube. However, the quality of views on YouTube is higher than on Facebook. This means that more people view to the end of the video on YouTube than they do on Facebook. YouTube also works out cheaper than Facebook for quality views.

So how do you pick which is the better option for your video ad? Well if you want as many people as possible (within your budget) to see your video then Facebook might be the best option for you. If you want people to watch your entire video then YouTube is probably a better option. The difference between the two channels is understandable. When a user goes to YouTube they are specifically seeking out video, so they are already in the mindset to watch a video, so if your video ad catches user attention it is more natural for the user to watch to the end of your ad. On Facebook however people seek a number of different things, updates from friends, news and maybe some funny photos. Video isn’t what they are specifically looking for, but Facebook does a good job of allowing videos ads to be watched. All videos and video ads appear natively within the Facebook timeline, so it’s easy for people to watch them. Even better the user doesn’t even have to click play because videos autoplay in the newsfeed as a user scrolls past.

So while marketers are making the move to Facebook over YouTube it is important not to jump to the easy conclusion that your brand also needs to be doing video ads on Facebook like everyone else. The right platform comes down to your specific business needs and goals, but if you still can’t make up your mind, you can always just try both platforms and analyse your results later.

Create a great video ad for Facebook and YouTube at www.viddyad.com

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How to Use Video Across Social Media

In the last few years, social media has become a staple in the business plans for most companies. Video is a great way to grab the attention of potential customers across social media. So we’ve come up with a few tips about using video on social media.

Twitter

Twitter and viddyad advertising

The main attraction to Twitter for people is the 140 character limit. People want quick snippets of information on Twitter rather than pages of information. So because of this limit the box your tweet appears is also limited, and it’s very easy for your tweet to get lost among the thousands that are posted every minute.

The best way to get noticed on Twitter is by using video. Videos on Twitter automatically play in the feed, so as a user scrolls the movement of your video will catch the user’s attention. This attention even if it’s just for a few seconds is a great way to gain potential new customers, or simply just build your brand recognition.

The best thing about this is, it’s free. Just make sure you put great hashtags into your tweet so that it will be seen by relevant people. Of course, your tweet won’t stay at the top of the feed for long, if you want that you will have to part with some cash, but give your brand the best chance and use video.

A quick tip for Twitter is videos will only auto play if you upload it directly to Twitter. So if you tweet a link to a YouTube video it won’t auto play, but uploading directly to Twitter only takes a few minutes.

YouTube

Having a YouTube channel for your business can be really helpful. Upload your viddyad video to YouTube and it will be a great reference for anyone who wants to investigate your business. Just upload it, tag it in the categories it falls into, give it an eye catching name and thumbnail and you’re ready to go.

YouTube is hard to gain views organically. This comes down to the fact that 300 hours of video are uploaded to YouTube every minute. But don’t be discouraged by this, as mentioned above, having a YouTube channel is still of great benefit for your business and you should still definitely have a channel.

Facebook

Facebook is similar to Twitter when it comes to video. Videos autoplay in the newsfeed of users, so it’s a great way to grab attention. You can upload videos to your business page and they will stay there, so anyone coming to your Facebook business page can watch your video.

The only issue with Facebook is the amount of likes on your page. If someone has liked your business page, when you post to your page, that post will appear in the newsfeed of that person. However, it won’t appear in the newsfeed of every person who has liked your page. This is because Facebook in recent years have limited the organic reach of business pages posts into users news feed. They claim it’s for user experience, but of course, Facebook want business’ to pay for advertising on Facebook, and not get attention for free.

To combat this, create fun entertaining and maybe even educational videos for your Facebook business page. This way people are more likely to like, comment and share your video which would increase the views for said video.

LinkedIn

LinkedIn is a great way to gain interest in your business. You should regularly update your company LinkedIn, again it’s another source for potential customers to find out about your business and they can consider it a reputable company to buy from. You can update your company LinkedIn with a blog, but why not turn that blog into a video? 59% of senior executives prefer to watch video over reading text, so using video will get your message across quickly and in a more engaging way.

Instagram

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Instagram doesn’t work for every company, but if your business uses it you should definitely be uploading video. Once again Instagram video automatically play in the user feed. When creating an Instagram video, try make it quirky and short. People are more likely to watch the entire video if it’s of interest to them and if it’s quick and snappy. Timelapse videos always work great on Instagram. For example, if you are a furniture company, post a quick 10- 15 second video of someone assembling a table from start to finish. Simple but effective.

Of course, there are many more social media sites available for your brand to utilise, so stick to the sites that you feel work best for your business, don’t try and be on every social network just because everyone else is. Think about what’s right for your business, and whatever site you use, if you can upload video then always do so.

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Step by Step Guide to Facebook Advertising

 

Facebook is the go to place for businesses to advertise. With over 1 billion users worldwide, your target audience is on Facebook, all you need to do is find them. 100 million hours of video are watched on Facebook every day, it’s clear that Facebook users want video, so it’s easy to say your target audience want video too.

So here’s quick guide to get the best out of Facebook advertising for your business.

There are multiple campaigns that can be launched on Facebook but we’ve focused on the following:

1. Page post engagement – This allows you to boost a post that you have posted to your Facebook business page. If you really like a post that you have added to your page, you can click the ‘boost’ button at the bottom right hand corner of that post. This can gain more people liking, commenting and sharing your content. Choose the location, age, gender and interests of your target audience and this ad will display in this audience newsfeed.

2. Page like – This is a way to gain more likes for your business page and build your community. This will also give you insights into the type of people who like your business. Create an ad you think your potential customers will like. Pick the location, age, gender and interest of your target audience and your ad will be shown in the news feeds of potential customers. People can interact with your ad and ‘like’ your page.

3. Clicks to website – You can create an ad with text and images or text and video, that will take people to your website, whether it be the homepage, shop section or any other page you want your customers to see. This type of ad has many targeting options including, age, gender, location, interests and much more. This is a great way to get people to your website rather than just to your Facebook business page.

4. Website conversions – This type of ad allows you to track what a user does on your website. For this type of ad you can use both text and images or text and video
You can track:
-Checkout
-Registration
-Leads
-Key web page views
-Adds to cart
-Other web conversions
In order to create an ad like this you will need to add the Facebook pixel to your website HTML code. This will then track what users do on your website. If you don’t manage your website don’t worry, you can directly email the person who looks after your website with the code to add the Facebook pixel. You can see everything you want to track in Facebook ads manager, which you automatically have access to when you set up a Facebook business page.
Once Facebook Pixel is installed you can create an ad in the same way as ‘clicks to website’ above.

5.Video views – Use this type of campaign to get more views for a video you have posted to your Facebook page. You can target by age, location, gender, interests and more. This is a great way to get more views for your video.

  1. Create your ad

Once you decide what type of campaign is best for your needs, go to Facebook Adverts Manager. This can be found in the promote section of your facebook business page. When you are in Adverts Manager you can create your ad with text and images or text and video. Here you can add your headline text and the ad content text. Choose an image or add your Viddyad video that you want to use to grab the attention of your audience.

viddyad facebook ads

  1. Target your audience

Then it’s time to set up your targeting. As mentioned above you can target in many different ways. You should always choose a specific location, gender (male, female or both) and age range. You can then target as follows:

More demographics: This section allows you to be more specific with your audience, so you can choose the level of education, specific schools they have studied at and even what year they graduated in or when they will graduate.

Interests: interests can include pages they’ve liked, other ads they’ve clicked on and things they’ve shared on Facebook, to name a few.

Behaviors: these are things people do on and off Facebook. These include purchase behaviours and intent, device usage and travel preference, if they are working and where they work again just to name a few types.

Connection targeting: Use this to target people who already have a connection with you on Facebook.

Exclude audience: You can choose to exclude certain categories. So for example, if you know you don’t want to target people who already like your business page then you can exclude these people.

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  1. Set a budget

After you complete the above you should then set your budget. Pick how much you want to spend and how long you want your campaign to go on for. Depending on your ad campaign type, you can choose a minimum spend of $1 per day to $5 per day. You can spend as much as you like on your campaigns, and obviously, the more you spend, the more you are likely to gain in returns.

  1. Ad location

Facebook allows you to decide specifically where you want your ad to serve. You can set it to only serve on desktops or mobile or have it on both. Ads serve within the Facebook newsfeed but they also serve at the side in smaller boxes and text. Obviously, if you use a video ad it can’t be shown to the right of the timeline.

You can also opt in or out of advertising on Instagram. If you do want your ads to serve on Instagram as well, just click a button to opt in.This doesn;t involved setting up a separate ad campaign.

Some phrases you’ll want to know

Impression – When an ad is seen by a user of Facebook it’s referred to as an impression. One view is one impression.

Cost per mile – in this case mile stands for a thousand impressions. So this is cost per thousand impressions. Most ads on Facebook are charged on a cost per mile basis. So you are charged every time your ad is seen or, in industry terms, every time your ad is ‘served’ to a user.

Cost per click – this is when you are charged every time your ad is clicked.

Advertiser bid – This is the maximum amount an advertiser is willing to spend in order for their ad to be served. This can be set manually when you set up your campaign or you can allow Facebook to set the maximum advertiser bid for you.

How are ads served?

Facebook ads are based on an auction based system. Facebook are user centric, in other words they always put the user first before a business. For this reason they keep the amount of ads shown on a user’s Facebook page to a minimum so as not to interrupt the user experience. Because there are several advertisers trying to target similar audience groups an auction is used to decide what advertisers ad is served at any time.

When you create your ad and set it up to serve to users your ad will be given a total value score. This score is made up of the advertiser bid, ad quality and relevancy and estimated action rates. Quality and relevance is determined by how good your ad is, that is if your text images or video is of high quality and is of interest to your users. Estimated action rate is how likely a person is to click, like, comment or share your ad.

These three factors are all taken into account when the auction is deciding if your ad should be shown before another advertisers ad. You can monitor these throughout your campaign and make changes if you feel it is necessary.

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4 Steps to Advertising on YouTube

When you think video advertising, we’re willing to bet YouTube probably comes to mind. YouTube is a great place to advertise your video and it should definitely be something you consider if you want to gain new customers. Here’s our guide to advertising on YouTube.

Step 1. The first step when creating a video ad campaign is to have a video. If you still haven’t gotten around to creating a video ad click here to create your professional video ad with Viddyad. Once you have your video, upload it to your business’ YouTube channel and then you’re ready for the next step. You will also need a Google AdWords account in order to create your YouTube advertisement

Step 2. Now that your Viddyad is ready to go, it’s time to think about what type of video ad campaign you want to run.

Option 1: Trueview in-stream format. This is the most common video ad campaign used on YouTube.  When a user clicks in to watch a video on YouTube, they will see your ad play. With in stream, a user can skip your ad after 5 seconds. You will only pay if the user watches to 30 seconds of your video ad or if the user clicks your video ad.

This option is great for all business type but especially the ones with a limited budget. Ensure your logo is in the first 5 seconds of your ad and it’s a great way to get brand recognition. Most people will choose to skip your ad after 5 seconds because they’re on YouTube to watch a particular video not your ad. You might think it a bad thing for someone to skip your ad but the first 5 seconds is a great way to build brand awareness. You can’t lose, even if someone does watch to the end of the video and you end up paying for it, the likelihood is they are interested in your offering and will want to learn more.

Option 2: Trueview video discovery format.  With this option your video will appear to the right hand side of the video display. It will display as a still image, but when a user clicks onto it they will be brought to your business’ YouTube channel where the ad will automatically play. You will pay once a user clicks your ad.

Step 3. Choose your audience. There are lots of ways to narrow down your audience when working with YouTube ads, choose from the following options:

-Demographics – age, gender and parental status

-Interests – Pick from a number of topics of interest to your target audience. Target    interests specifically. For example,a sports shoe company could target avid marathon runners rather than just sports fans.

-Topics – Reach an audience that watches a particular category of video. So if you’re selling a beauty product you could set it so that your video is displayed on YouTube videos where the topic is about beauty.

-Keywords- You can choose to show your video ad when a particular keyword is searched on YouTube.

-Exclude areas – You can also choose to exclude certain topics or keywords you know you don’t want your video to be displayed on.

Step 4 – Set a budget. It is easy to set a budget for your YouTube campaign, and once it’s set you won’t spend more than your maximum over the course of the campaign length. So what do you get for your money? Well, it all depends on your campaign and targeting, but at a basic and approximate level for $1 your video can get up to 100 views.

viddyad youtube

Some phrases you’ll want to know

Impression – When an ad is seen by a user of Facebook, it’s referred to as an impression. One view is one impression

Cost per mile – in this case, mile stands for thousand impressions. So this is cost per thousand impressions. Most ads on Facebook are changed on a cost per mile basis. So you are charged every time your ad is seen or in industry terms, every time your ad is ‘served’ to a user.

Cost per click – this is when you are charged every time your ad is clicked.

When advertising on YouTube, as with any other Google advertising products, your ad will be placed in an auction to determine when it will be shown. The amount of advertisers who want to target a similar audience will nearly always outweigh the amount of ad space that’s available. Google take a number of things into account when deciding what ad should be shown in certain times and places. Firstly the Google algorithm will determine if the targeting you have set up in your campaign matches the user demographics and the type of video being watched. Once this is determined they calculate Ad Rank. Ad Rank is calculated by combining the CPC bid and the ad quality score. The quality score is determined by how useful an ad is to a user. So if you have an ad for fur coats and you target PETA activists, animal lovers and vegans, your quality score will most likely be ranked low, because the likelihood of this demographic gaining anything from your ad is very low.

YouTube is a great opportunity to build brand recognition and get your video in front of a lot of people for a reasonable small spend or at times, even for free!

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