As a Premier Partner, PureCars had the opportunity to attend Google’s Ignite Video event at their New York City office this week. From David Droga, Founder and Creative Chairman of Droga5 to Poo Pourri CEO Suzy Batiz, Ignite Video’s speakers shared countless best practices and success stories from incorporating video into their strategies.
Whether your dealership is currently running online video advertisements or just getting started, here are the biggest takeaways from this year’s event:
Mobile Has Changed The Dynamic of Our Living Rooms
Think about the last time you watched television. Did you have your smartphone or tablet with you? A Think with Google study revealed that 84% of smartphone and tablet owners use their devices as a second screen while they watch TV. This presents an opportunity for marketers: we now have the ability to target each person with individualized, contextual content on their mobile devices– all while they watch television in the same room.
Mobile has also changed the traditional “prime time.” Broadcast television considers prime time to be 8:00 to 11:00 at night, making advertising slots during that time frame the most effective. But mobile has changed that. Google now refers to prime time as “unique prime time,” defined by each individual. For some it’s when the kids go to bed, for others it’s after work or after our workouts. With mobile video, consumers are able to fit content into the free moments in their busy lives.
Video is User-First
YouTube is the second largest search engine. Moreover, it’s the #1 online video site for influencing purchase decisions. Why has it been so successful? Simple: it’s user-first.
YouTube’s focus is on the user experience, hence why consumers are able to skip advertisements at the start of a video. This feature isn’t a bad thing for marketers, though: it gives us insight into what ads are working and a better idea of which audiences are most interested in the content.
Another bonus for both users and marketers? YouTube is a place where conversations happen. Users and brands are able to engage with each other directly. This makes the experience more personal and relatable.
There’s a Direct Correlation Between Video Quality and Attention Span
Success with video, and digital in general, is directly related to the quality of your content. Viewers will be able to tell if you’ve thrown together a video just for the sake of having one. Audiences will catch, and react, to content lacking authenticity. Content should be consistent, engaging, and ultimately carry your brand identity further. The more successful you are in achieving this, the more likely the viewer is to identify it as yours and react to it. Any view is an opportunity to form a long term relationship with a viewer. Video is not about outspending the competition. Whoever has the most compelling or creative content wins the follow up.
Why You Need Video Now
The bottom line? Users don’t search for brands. They search for solutions and answers. Video provides an easy solution for marketers to reach the consumer need for immediacy. Even if it doesn’t result in an immediate sale, it’s influencing purchase decisions and moving them from awareness to a sale. And because your ROI is so easily trackable on digital, there’s no reason why brands shouldn’t be investing time and budget in video.