New research shows that video campaign effectiveness is dependent on tailoring content to suit the context and platform in which it is being consumed, according to Kantar.

Writing in the September issue of Admap (topic: Smarter Video Planning), Kristanne Roberts, Global Development Director, Digital at Kantar, explains that as online advertising continues to grow the thinking around placement must develop.

The challenge for advertisers, Roberts writes, “is identifying which digital contexts best support brand objectives, and how to tailor creative to contexts to leave a meaningful impression.” Here are four findings:

Choose the right platform

There is an important difference between online video platforms like YouTube and social media platforms like Facebook. For online video, users tend to display a mission-based mindset, as they look for a specific video. Social users, meanwhile, tend to be passing time, scrolling through a mix of friend updates, news, videos, and ads.

“The opportunity to engage is a fraction longer on YouTube than Facebook, where greater distractions exist. In free-browse testing (for 20-second ads) consumers typically view around 40% of YouTube Trueview ads and around 20% of Facebook autoplay ads to completion,” says Roberts.

“Advertisers therefore need to think about how their ad will engage to keep consumers entertained in video contexts, or captivate to stop the scroll in cluttered social environments.”

Beware getting lost in the crowd

Each platform fulfils different purposes for users and advertisers alike. On Facebook, for instance, effective content needs to grab attention as it is competing with a huge variation. Conversely, Roberts observes that on the image-based platform Instagram image quality and composition are the key attributes you need to include.

“Only by making an effort to understand each platform can you avoid standing out for the wrong reasons.”

Join the right conversation

Or don’t join the wrong one. “Research has shown that site context and ad congruence can boost campaign impact significantly. For example, this means happy ads perform better in happy contexts, and serious ads generally work better in serious contexts. Return on ad spend can be over a third more efficient when ads and context are aligned emotionally.”

Choose your partners carefully

Halo effects still matter when choosing publishers or influencers. Kantar’s research analysed the impact a publisher site’s brand power had on advertising effectiveness.

“Websites were first assessed on factors such as site awareness, trust, utility, affinity and difference. The study then looked at how those sites’ brand factors influenced advertising performance metrics, including enjoyment of the ads, trust in the ads and perceived usefulness.

“Sites with stronger brand equity performed significantly above average across the board, demonstrating the value premium publisher partners can add to advertising effectiveness.”

This issue of Admap on video planning features articles by thought leaders from across the globe. WARC subscribers can access a deck which summarises the expert advice from contributors and key considerations on the topic.

Sourced from Admap