Online Video Engagement: Are They Looking? Watching? Engaged?
Great article by Chris Atkinson today on ReelSEO talking about the importance of focusing on online video engagement, vs. just pushing content. The article states, “Viewers will stay with you if you provide good content, even if it’s longer than normal." We could not agree more with you, Chris. Too much video content out there is irrelevant and simply not interesting, nor engaging for consumers. And personally, I know I am willing to spend time watching an online video if it is relevant to me, not a one-fits-all.
We believe that smart online video advertising has the potential to bring the best of two worlds: strong brand impact from the richness and viewer attention of the TV world, plus the performance focus and targeting possibilities from the display world. Two great tastes, that taste even better together (to borrow a phrase from our CTO, Yanix Axen). When promotions come together with personalized, useful and relevant content, they are more effective.
For example, Office Depot uses video to present a retargeted pre-roll ad to prospects, who have left their website without making a purchase, whenever they next view an online video. These real-time video ads are effective in bringing site abandoners back to the Office Depot website to make the purchase. There is a huge difference between seeing a brand video ad and seeing a video ad generated specifically for me by the brand. It engages the viewer and creates an attachment to the brand.
So be creative, get personal! Create videos that your consumers care about and can relate to. You will reap rewards - from greater brand engagement to actual performance impact.