The Secret Of Successful Video Ads
Management Summary
Success factors for video ads
Attract, Brand, Connect, Direct – ABCDs of effective creativity
A concept that aims to answer this question is called ABCD Guidelines. The basis for this is a Google analysis of the most successful videos and campaigns on YouTube. Based on data from 6,000 ads from various industries and insights from TrueView Brand Lift studies, Google has created the “Guideline for Great Creatives”.
1. Attract – attract attention right from the start
Attention-grabbing intro:The first few seconds are crucial to get the user’s attention. The intro must have a strong impact and draw the customer into the action. The core message is clearly communicated here and presented impressively.Faces/Testimonials:Familiar, well-known people at the beginning of the video can help ensure that the video ad is viewed.
Build for sound on: YouTube users expect content to be set to music. Sound can attract attention and create positive brand associations.Incorporate creative elements:A unique video style defined by editing, color, music or close-ups. Close-up shots build a relationship with the user.
2. Brand – place the brand casually and naturally but relevantly
Brand placement – the right time counts:To increase brand recognition, it should be placed in the first 5 seconds of the video.
However, if the user’s watch time exceeds 5 seconds and the brand only appears later in the ad, this results in more intensive brand awareness and brand connectivity. The goal should always be to surprise the user with a story that is as captivating as possible.Naturally integrate brand/product:If the brand or product is shown in use, it has a much higher impact than, for example, large logo overlays.
3. Connect – build the emotional connection with the user
Watchtime matters:If the video ad manages to build an emotional connection with the users, this increases awareness many times over. Humor or tension, for example, lead to greater attention and longer viewing times.Break the fourth wall:Looking directly into the camera is extremely important in establishing a connection with the viewer.Tempo:A quick cut is activating and can lead to a higher success rate.Test, analyze, optimize: A series of tests before a large roll out proves itself. Data such as drop-off quotas can be collected and changes made.
4. Direct – give the user a task
Use CTA:Invite users to visit your website, watch another video, subscribe to the YouTube channel, visit the online shop, log in, etc. Tip: Formulate the call to action extremely clearly.
With the right video concept for more performance
The tension
In addition to the ABCD factors, successful video ads need to create a special tension.
Unlike the classic arc of suspense in TV spots, which extends through the introduction, climax and offer/branding, a successful video ad begins with a climax. The user’s attention must be won and maintained in the first few seconds.Comparison TV spot and video ad concept
| TV spot | Video Ad |
|---|---|
 |
 |
| Introduction | climax |
| increase | subtle branding |
| Climax/Reveal | unexpected change |
| Offer | another highlight |
| Branding | continuing story |
In detail, the tension and thus the concept for a video ad is constructed as follows:
- Thrilling introduction:State the problem clearly
- Highlight 1:Present solution
- Confirm:Explain features and benefits of the brand, product, service
- Highlight 2:Place an offer and a CTA
Image source: Google/TrueView for Aktion LookbookThis results in a basic structure that can be used with creative concepts based on ABCD success factors!
Image source: Google/TrueView for Aktion Lookbook
From storyboard to successful cross-media campaign
The suspense therefore serves as the skeleton or script of a successful video. This now needs to be filled with creative content using another technique – the storyboard. In contrast to the script, which forms the content framework, the storyboard determines the sequence and content of the video scene by scene. The technique is ideal for expressing and sketching creative ideas in pictures. The storyboard explains the entire image structure right down to the placement of text content in the image format.
Storyboard horizontally
Image source: PAGE Magazine 10.2018
Storyboard vertical
Image source: PAGE Magazine 10.2018
Targeting the message to different formats
| Storyboard horizontally | Storyboard vertical |
|---|---|
| TV | Social media (fb, Insta story,…) |
| Youtube | In-read |
| In-stream |
TIP: We recommend considering additional cross media formats when planning production. For example: Photo production for social media (posts, gifs, ads), content for campaign landing pages or out of home channels!
