Skip to main content
Instapage

Video ads for direct response: What’s the best length?

Video advertising creative is perhaps the most painstaking for advertisers to deal with during the planning and production stages. While there’s no magic formula to creating the “best” video ad, direct response-focused advertisers are inherently test-oriented, and they will eventually find creative that works well with their target audiences to achieve their larger objective.

One thing we can learn from looking at aggregate advertiser data is that the best-performing video ads for a given vertical generally fall within a narrow duration and typically share a few commonalities.

As a note, the findings outlined in this column reflect data analyzed as part of my work at Nanigans. Specifically, the sample consists of Facebook video advertising activity originating from 10 of the highest-spending gaming and e-commerce video advertisers. Ads studied were those run by the sampled advertisers at any point from September 1, 2016, through February 28, 2017.

Let’s first focus on the gaming vertical, where you find collectively the largest spenders on video advertising within the direct response ecosystem.

What’s the best video ad length?

Video ad length for these advertisers is most frequently 11 to 20 seconds long, with 62 percent of all studied gaming video ad creative within this 10-second range. An additional 10 percent of video creative for gaming advertisers comes in at 31 to 35 seconds long.

While the above graph outlines how gaming advertisers structure the length of the creative, marketers care most about conversion rates. In the case of gaming, this relates to installs. To quantify this metric by video length, aggregated click-to-install conversion rates were calculated for each length of video, and then weighted by total spend for that video length across the studied advertisers.

The result pointed to some interesting findings. Despite 16- to 20-second videos being the most popular length for gaming advertisers by more than 150 percent, conversion rates were only moderately higher than 21- to 25-second, or 31- to 35-second ads.

Of course, these insights are correlative, not causative. Just making a poor-performing 14-second gaming ad a 20-second ad isn’t likely to increase your conversion rate by itself. However, in the course of the analysis, there were a few similar characteristics of the best-performing video gaming ads.

  • Focus creative on the game’s ‘greatest hits’ — Ads that simply showed game play in a continuous fashion, or as a kind of tutorial, weren’t as well received. Focusing on a series of exciting, colorful or dramatic sequences tended to be associated with increased conversion rates.
  • Minimal in-ad CTAs — Ads relying on the CTAs present within the Facebook ad unit itself tended to perform better.
  • In-market creative testing and segmentation — Better identify what creative resonates with different target user segments.

Unlike their gaming counterparts, the length of e-commerce video ads tends to be much more widely distributed and comparatively weights more toward longer lengths. The 16- to 20-second range is still popular, but only accounts for 20 percent of e-commerce video creative.

Meanwhile, 42 percent of ad creative in this group was between 21 and 35 seconds in length. This may be due to more complex value propositions in convincing someone to purchase or subscribe to a service, as compared to simply downloading a game.

For e-commerce advertisers, the 16- to 20-second length boasted the best conversion rate, but longer video ads weren’t far behind. Twenty-six- to 35-second lengths lagged behind the top conversion rate by moderate, but not significant, amounts in aggregate.

Video advertising best practices

With a wider variance in target markets and value propositions, the differences between ads were larger within e-commerce as compared to gaming. Regardless, there were a few qualitative aspects to the best-performing creative that were represented across a few advertisers in the sample.

  • Unique visuals — Some of the best-performing creative for e-commerce advertisers had a unique look and feel. This included a static image with a video playing within or some dramatically sped-up product usage.
  • Consider testing silent versions — A number of advertisers experimented with the same creative with and without sound, and the silent editions tended to perform better.
  • Experiential rather than descriptive — Videos visualizing the experience of using the product were generally well-received from a conversion standpoint.

These data points should help shape the direction of your video creative, particularly as you look to test against different audience segments. Just as with any ad type, be sure to test a few variations on length and format, as the effectiveness is likely to differ across your various user segments.



via Marketing Land

Comments

Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Another SEO tool drops the word “SEO”

This guest post is by Majestic’s Marketing Director, Dixon Jones, who explains the reasons for their recent name change.
Majestic, the link intelligence database that many SEOs have come to use on a daily basis, has dropped the “SEO” from it’s brand and from its domain name, to become majestic.com. Since most people won’t have used Google’s site migration tool before, here’s what it looks like once you press the “go” button:

In actual fact – there’s a minor bug in the tool. The address change is to the https version of majestic.com (which GWT makes us register as a separate site) but that message incorrectly omits that. Fortunately, elsewhere in GWT its clear the omission is on Google’s side, not a typo from the SEO. It is most likely that the migration tool was developed before the need for Google to have separate verification codes for http and https versions of the site.
The hidden costs of a name change
There were a few “nay sayers” on Twitter upset that Majestic might be deserting it…

6 types of negative SEO to watch out for

The threat of negative SEO is remote but daunting. How easy is it to for a competitor to ruin your rankings, and how do you protect your site? But before we start, let’s make sure we’re clear on what negative SEO is, and what it definitely isn’t.Negative SEO is a set of activities aimed at lowering a competitor’s rankings in search results. These activities are more often off-page (e.g., building unnatural links to the site or scraping and reposting its content); but in some cases, they may also involve hacking the site and modifying its content.Negative SEO isn’t the most likely explanation for a sudden ranking drop. Before you decide someone may be deliberately hurting your rankings, factor out the more common reasons for ranking drops. You’ll find a comprehensive list here.Negative off-page SEOThis kind of negative SEO targets the site without internally interfering with it. Here are the most common shapes negative off-page SEO can take.Link farmsOne or two spammy links likely won’…