Overview
Video sells, we all know that, but where are we seeing video succeed the most? As advertising evolves, so has the way we’ve approached our marketing strategy with this form of creative.
Videos are varying in duration, creative approach, and placement. Given that there are so many variables, we wanted to take a look to see what factors were performing the best.
Approach
We took a look at various EmberTribe accounts utilizing video in their advertising strategy. These accounts varied from established eCommerce stores to newer serviced based businesses.
The data collected came from marketing campaigns where video creative varied in length, creative approach, and advertising platform. In this study, we were basing the success of video creative on the unique click through rate (uCTR) and the cost per mille (CPM) of the video ad.
Results
When reviewing some of our most successful video campaigns at EmberTribe, we found that Facebook was the platform that yielded the most success for accounts in regards to video ads. The majority of videos seeing success were user generated content, though product promotion, lifestyle video, and product demos were also commonly used and had also seen a great amount of success.
In terms of the length of the video, the videos seeing the most success were anywhere from 30 to 90 seconds long. The videos that fell within this time frame were more successful than those that were shorter or longer in duration. Videos within this range averaged at a uCTR of 2.54% with an average CPM of $26.07.
The combination of the creative approach used and the duration of the video lead us to believe that videos of this style and length provide enough information for new users to want to watch the video and click the link for additional information. That being said, videos styled as such are a valuable asset to have incorporated into the marketing strategy of a business.
