Ask any audience about a memorable advertisement they saw recently, and chances are each person will have one come to mind almost immediately. However, ask that same group where they saw this ad–television, mobile, tablet, social media–and those same people will struggle to remember the medium they were viewing.
While targeted advertising campaigns based on our primary audiences is essential video marketing 101, recognizing that audiences don’t care whether it’s viewed on YouTube, cable, mobile, or tablet is essential when determining how to effectively create your next video-based brand strategy. In a way, you could say that most audiences are neutral about it.
So how does one create successfully video-neutral content to reflect this?
First, keep your company’s long-term vision in mind.
What are your current company goals? How could these be conveyed through your brand strategy? How will your video marketing and advertising tactics represent these goals and strategies?
By investing in the process rather than just the product, your company has the opportunity to create video content that can not only be used in multiple formats, but for multiple purposes over an extended period of time. Understanding this can result in the development of content that stands out from the competition and the test of time. While campaigns come and go, creating a consistent brand presence through content-neutral video ads provides your company with the opportunity to build consumer relationships online and brand recognition on-screen.
Next, develop a channel-neutral content approach.
Where are your target audiences most likely to be found? How can your company maximize your reach by balancing content creation with content distribution?
By distributing your video content across a diverse range of sources, your company has the opportunity to increase reach and brand awareness among your key demographic through improved visibility and repetition. In doing so, channel-neutral content that is distributed across a wide range of channels also increases your company’s ability to capture differing segments of the market that may otherwise have been overlooked by your previous efforts.
Finally, develop video-neutral metrics for measurement.
How do you currently measure the effectiveness of your video efforts? Do you struggle to compare/contrast digital results with television stats?
One of the biggest benefits to creating video-neutral content is the opportunity to determine better measurements for overall success. With the continued growth and development of digital media, companies now have the opportunity to measure more than just potential reach—we can also measure for impact. For example, through Google’s updated Brand Lift tool, video ad content from YouTube can be analyzed and categorized by tangible metrics such as lifts in brand awareness, ad recall, purchase intent, favorability, and brand interest. Contrasting this information with more traditional video advertising results creates an avenue for discussion, development, and growth.
When considering your company’s next video campaign, keep in mind the concept of developing video-neutral content for your target audiences to maximize your advertising spend. While it can provide your company with a long-lasting opportunity to increase brand awareness, investing in video-neutral content can also generate improved ad recall, brand recognition, and context to improve your future efforts.