Driving Engagement with Re-Targeted Video Advertising

We recently chatted with Nick Higgins, the director of global video at Adconion Media Group, about the differences between online video consumption in the US and other parts of the world, the benefits of re-targeting online video, and how marketers can use in-banner video to drive engagement. A takeaway from the full interview (available in eMarketer Total Access):

eMarketer: There has been a lot of discussion in the US about finding an alternative to preroll video. What is a more interactive or engaging unit?

Mr. Higgins: I find that a lot of the conversations at many of the North American digital advertising events that I attend are very linear. The conversation is often just focused on in-stream video products. The fact is that the digital medium is far more versatile and interactive, and in-stream is just one facet of what is available to marketers.

A good example of this is starting a consumer’s journey off around premium content. Say it’s preroll video within CBS’s “Late Show” on CBS.com. Using the Internet, brands can re-target the user from the preroll experience and reach consumers in-banner.

You can then start sequential messaging to a brand’s target audience creating a story and experience. You can also start playing with the different formats, such as in-stream to in-banner video. Or create sequential messaging across different ad formats.

Not only are you changing the messaging and the level of interactivity, depending on your message, you could be driving people down through the communications funnel to brand awareness and engagement and ultimately to a retail offer.

eMarketer: Can you offer an example of a category that’s using these types of video solutions?

Mr. Higgins: In Europe, we’re working with a large automotive company that has looked at the different levels of interaction that they generate via display advertising. This company has tested various ad formats to drive traffic to their Website and encourage in-banner video brand experiences.

Once users have visited their site, the re-targeting takes place with video. They’re able to extend the brand experience at a very low cost. There’s a lot of effort, time and money going into building Websites and driving traffic to them. Re-targeting offers a more cost-effective extension of that messaging.

eMarketer: What kind of ROI resulted from using this method?

Mr. Higgins: Depending on where video was used, the ROI is going to be twofold. There’s a caveat—the use of video as the initial engagement, i.e., Web planning against a demographic or category of size, will be around launching the brand to the right audience. Then the measurements are delivery of the assets, which is the awareness component. The second factor is engagement. Engagement represents the level of interactivity, which depends on how many videos or features within the ad unit the audience has interacted with.

eMarketer: How many options can you offer within the ad unit?

Mr. Higgins: Unlimited. And we’re finding that provided the content is right and it’s matched to the right audience, we’re generating a high level of interactivity. My definition of interactivity is users watching multiple video clips and engaging with the various features within the ad unit.

The full version of this interview is available here, to eMarketer Total Access subscribers only. Every day they have access to new interviews with digital marketing leaders and trendsetting entrepreneurs.