Users are not immediately impressed by video ads. This applies particularly on non skippable ads and need to be rewarded by an entertainment factor or a significant relevance to maintain their interest to negate them from skipping, an industry expert advices.
According to a WARC Best Practice paper dubbed “How to optimise video creative across screens” by Dominic Twose, Global Head of Knowledge Management at Kantar Millward Brown, addresses the creative aspects of video rather than the media strategy. He adds that regardless of the platform, on which the ad is running either television, mobile, or desktop, users do not think long and hard on the video ads they are watching or are exposed to. “They just take away the bits that were most engaging for them”, he says, “and most of the time this is driven by scenes in the ad that hold the most emotional content.”If the memorable scenes are intrinsically connected to the intended brand associations, you have a powerful creative vehicle.” “The importance of the most engaging scenes relating to both the intended association and the brand is fundamental across all platforms,” Twose adds.
However it’s also important to not that video ad performance can be influenced by the context. For instance, as it so often happens, most users get little exposure to video ads moreover the pattern of retention varies from one viewer to another and can be affected by the platform on which the ad is running.
“The extent to which people will click away from an ad as soon as they can is very high,” he says and adds. “This has two clear implications; there is a need to ‘reward’ people for staying with the ad; and the key elements need to be conveyed early.”
Mobile in particular, he observes, “offers the potential for unique rewards; in terms of relevance to time and place, but also in terms of helpful apps”.
Ultimately, Twose concludes, “our analysis suggests that responses to video ads are often consistent across contexts.”