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Multi-platform Strategy Is The Next Resort For Pre Roll Video Ads
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It is true that marketers, now, must straighten their strategies to align with social media. Apart from competition of number and figures, how viewer have consumed the video content like Pre roll video ads, also became a critical element in the marketing strategy. In a recent report, research firm Brightcove pointed out the imperatives for brands to “ensure their videos stand out from the crowd.” The report stated that careful targeting and a personalized strategy towards deferent social networks will certainly bring better returns. To make advertisement work, brands must offer their audience more than what their competitors do. Thus, the ecosystem will be competitive enough with a collective effort from all players in the market. Innovations will become disruptive and rapid in the industry.
In a nutshell, video marketers would require a strong multiplatform strategy to win in the digital video sphere. This is triggered after, social media websites plunged actively in the industry. These platforms were in spot light from before. Adding a strong video feature made them nearly invincible in the sector, such there are no ways left for brands than to follow their pathways. YouTube, Facebook, and twitter are the most aggressive platforms for video publishers. The requirement to go multi-platform lies in the fact that marketers cannot afford to single out a platform for others. If YouTube is the largest video platform, Facebook and Twitter has the additional advantage of being large social platform with better user bases. The diversity of these platform is the reason of an utmost requirement to have a multi-purpose strategy.
For optimal advantage in YouTube, its global nature should be regarded as a critical aspect. It is spread in 88 countries and is available in 76 languages. This makes easy for marketers to target geographically by producing personalized contents for particular regions. While, changing the language of the video would work positively throughout such regions. However, for overall targeting demographic data, especially age become more imperative. Because, most of the YouTube audience are from the older generation. Another important factor is the nature and content of videos. There has been a trend of “how to” videos reaching the top searched lists. Additionally, the length of the videos is also important. The Brightcove report stated that 53.8% of all videos viewed in this platform are from 16 seconds to 2 minutes. Thus, shorter videos are ideal here.
Social media like Facebook and Twitter has differences in gender usage. Facebook emerged out as more popular among female users, while Twitter is more oriented towards males. In age count both the platform are ideal ones to target the audience base from 18 to 29 years old. In Facebook, older generation and the mid age group of 30 to 49 can be targeted. Thus, the video market is fragmented and marketers must set multiple strategies for successful campaigns.
The author is associated with Media Conversion, a
top video marketing network.
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