When creating new video content, brands are often faced with the ongoing dilemma of how to design an innovative, memorable, brand-aligned message that will intrigue and inspire target audiences to take action.
This concern, while seemingly simple, often results in diverse efforts to create content that not only stands out from the competition, but also from the noise that consumers frequently endure on a daily basis. So how exactly can a brand make an impactful video ad? What components are actually essential in today’s market? What used to work that has since become complacent? Cue the creativity.
While many brands are eager to discover the most effective answers to the conundrum that is successful video advertising, this enthusiasm often results in an over-complication of the most basic video components: sound (audibility) and imagery (viewability).
For example, prior to Facebook’s recent upgrade that now allows videos to automatically play sound once scrolled over in their Feed, most brands accepted that approximately 85%-94% of their online video ads were shown silently on social media unless explicitly clicked on. And thanks to Facebook’s more than 8 billion views each day, brands were more than willing to accept this condition. But did those views really matter when consumers couldn’t experience the ad in its fullest state?
While still up for debate, the emphasis on viewability AND audibility within any brand’s video advertising efforts has brought to light the continuous implications of the ways in which consumers effectively absorb information. According to Google, silent, visual-based ads can be successful. So too can auditory-based ads (radio, anyone?). But when comparing the brand awareness, ad recall rates, and overall brand performance of video ads that included both viewability and audibility as opposed to one over the other, studies clearly show that ads are most effective when they include both elements.
So what does this mean for brands looking to create successful, new video content that challenges the status quo, creates an impact among targeted consumers, and elevates their company among their competitors?
Just as marketers and advertisers are often told to “keep it simple”, brands too must remember to balance modernized methodology with traditional, tactical strategies. New content does not necessarily have to throw out older, more traditional components of video advertising in order to create an impact. In actuality, consumers continue to appreciate an inspirational storyline, creative slogan, or catchy visual performance, regardless of the changes in technology and consumer absorption. Before singling out key video components such as audibility and viewability, brands must first remember that combining both provides an avenue for continued success. While an audibility-focused ad without viewability can create a memorable experience, it runs the risk of being less successful than an ad that incorporates both. The inverse is also true–consumers can successfully absorb content silently, but the combination of these two key sensory strategies ultimately promotes increased brand recall and consideration.
By remembering to include both viewability AND audibility within your next video advertising, your brand has the opportunity to create the most effective, most memorable opportunities to engage your target consumer audience. Ultimately, until visual content can literally jump off the page (and with the continued growth of the VR/AR industry, it is coming!) or audio clips can inspire consistent brand recall, it’s best for brands to integrate both.