Generating High Impact Through Audience-tailored Video Ads
Audience insights related to interests and intent are extremely valuable to the creative development process. Deeper audience insights lead to highly effective video storytelling.
Research shows that a video creative that leverages deeper audience insights can cast a powerful impact. By making little personalization tweaks according to audience insights, brands and their partner video advertising companies can make a huge difference.
The process of creating tailored video assets for different types of audiences on YouTube requires a lot of resources in terms of cost and time. But this process can be made efficient. For example, instead of creating a distinct campaign idea for each of the audience types, a single core idea for the campaign can be developed, and then, small tweaks to this idea can be made to produce new ideas for different types of audiences. Tweaks that can be made include using different screen characters, specific CTAs, tailored text overlays, etc.
Making small adjustments to a video creative does not need a big increase in production, but leads to creation of videos that are personalized for every type of audience. This personalized approach helps in achieving YouTube video campaign goals effectively and efficiently.
A video creative based on a strong concept can resonate with a broader audience, beyond the targeted niche audience. Thus, it can stimulate interest in non-niche audiences also and drive significant engagement. For example, a video ad agency can target different audiences, viz. — those who are environmentally conscious and those who are sports fans — for its awareness campaign regarding ending hunger by slightly tweaking the video ad according to each audience type.
The people who are environmentally conscious draw their motivation from community. Therefore, for them, a CTA having the text — Join us, can be used as it will encourage them to become a part of the awareness movement. The people who are sports fans draw their motivation from personal pride. Therefore, a CTA posing a challenge such as — donate to keep your country fed, can be used for them. These two versions of the video ad, because of their strong creative concepts, have the potential to resonate across a broader audience, beyond the niche segments.
By acquiring a deep understanding of what interests and stimulates an audience, a video advertising company can create meaningful and highly effective video campaign concepts. It can get novel creative ideas by taking its thinking beyond the demographic data of audiences to signals such as different passions of different audiences. Based on audience insights for different types of audiences, different video creatives can be created for different audience types in order to drive high engagement.
By considering deeper audience insights, brands can move beyond one video ad fits all approach and create highly effective, customized video creatives.
