- 17 Dec 2021
- TPM Editorial Team
Turbo Boost Your Video Creatives for Higher Recall on Your Digital Outdoor Advertising
The omnichannel approach to brand advertising has somewhat become an integral component of any advertiser’s strategy. Consumers, nowadays, prefer to be stimulated in more ways than one, and in order to captivate them at the maximum level, many advertisers have been using Digital Outdoor Advertising to do it. Short-format videos, in particular, have recently become a top-selling format to connect with customers.
It is not that difficult to see why video is so favoured these days –for one thing, it is an easy-to-digest format that allows our eyes to take a break from the overflowing textual information online. This explains why the world reportedly watches a billion hours of social video platforms such as Youtube per day. And those of you who want to pursue digital advertising as your career will require a full understanding of the power of video as an advertising tool and learn how to create effective video content in order to remain competitive.
Here, we will highlight 4 key reasons why effective video ads are vital to your outdoor advertising strategy and outline some tips for digital advertisers to create powerful video creatives plus a bonus tip. Let’s dive in!
How Are Videos Changing The Way We Advertise
The dawn of the video advertising age has made a paradigm shift for advertisers. Video ads today comprise more than 35 per cent of all advertisement spending online, according to Forbes, as cited by BigCommerce.
Video allows you to tell more with less – to build a story for your brand that is engrossing and packs a punch. What’s more, online video is also predicted to account for 82 per cent of all global internet traffic by 2022.
Videos are also being prioritized by social media platforms over other types of content. They also help brands establish more trust than traditional ads. All of these trends make it essential to nail your video creatives’ presence.
They Appeal To The Short Attention Spans Of Today
We’ve all heard this countless times–that the digital media landscape is jam-packed.
The good news is that users are way more likely to watch a video than spend 15 seconds considering an image poster or reading an entire block of text. Video advertisements consistently track higher engagement rates and time spent than other types of ads.
On top of that, 80 per cent of consumers can recall a video ad they have seen in the past month. So if you want to attract clients, creating engaging video creatives is an easy way to grab the attention of your audience and stand out.
They Enable You To Effectively Arouse Interest In A Short Amount Of Time
Video advertisements can communicate more than a tagline–they can construct a story, outline your value proposition, promote a sale or go deep into product details. Notably, they are remarkably good at driving consumer action.
The optimal length for video ads is 15 to 30 seconds. This already enables you to strike the right balance between building a meaningful narrative and catering to a short attention span.
You Can Control The Narrative
Instead of wishing the user reads what you want them to, you can show that to them in a gripping video. Developing your brand, hitting all your key messaging points and personalising your video for a specific platform concisely in just 15 seconds are some of the few ways to do this.
Building Brand Awareness Through User-Generated Content
Some of the most remarkable social followings have been developed using user-generated content—it is a video strategy that supports brand advocates and appealing human content.
It is also a brilliant way to reach new potential customers. Glossier, Airbnb, and GoPro are among the top users of this technique. It is no wonder that user-generated video ads work. After all, word-of-mouth has been considered one of the most effective forms of marketing.
In an AdWeek survey, it was found that 85 per cent of consumers find UGC more influential than content produced by the brand directly. That right there is the power of social proof — potential shoppers are more likely to purchase if they see other people experiencing or promoting your product.
7 Tips To Bolster Your Video Creatives For Higher Recall On Your Digital Outdoor Advertising
Video creatives on Digital Outdoor Advertising have certainly been gaining traction in terms of its capabilities and its popularity. According to Insider Intelligence, as featured in Movia, the 2021 DOOH ad spending will grow by 19.2 per cent, from $2.72 billion in 2020 to $3.84 billion in 2023.
So as you can see, when it comes to the competition for consumer’s attention, video is obviously a leader. Create influential video creatives, put that on your digital outdoor advertising, and you have a massive opportunity to make your message known.
To get started with our power video tricks, we’ll be using the sample brand video ad of KIOXIA, a leading global supplier in the U.S. that develops and manufactures non-volatile memory solutions including micro SD cards, wireless secure digital (SD) cards, and USB sticks. See the video below.
In that regard, we’ll be breaking down their video ad into short tips for you.
Your video’s content plays a significant role in targeting your brand’s objectives as well as your reasons why you want to make a video ad in the first place. To design great content, you need to work on the following:
Capture Attention Right Out Of The Gate
Unlike some other forms of advertising, when it comes to video creatives, you do not have the flexibility or leeway to gradually build to a climax. You have got to hook your viewer’s attention straight away. Otherwise, they will click away or ignore your ads after five seconds or less.
Video ad script writers and producers have come up with a variety of ways of attaining this. One technique is storytelling. When the story premise of a video grabs your attention, you are much more inclined to hang around to observe how the story will end.
Another tactic is the use of celebrities. When an ad features a celebrity who is well-known and relevant to the content of the video, there’s a tendency that people may continue to watch the ad in full. The necessity of catching your audience’s attention early is not because of the decreasing attention spans. It is due to the increasing number of content options available. People, nowadays, are becoming even more selective about what they are watching. So if something doesn’t pique their interest in a flash, they will not hesitate to fast forward, scroll, or skip.
In KIOXIA’s ad, they first started the video with their brand logo and quickly shifted a frame of one of their products, which is SD cards.
This is also a great approach since practically speaking, your brand logo is the first thing your viewer sees in an advertisement. If there’s no other takeaway from the advertisement, at a minimum, you’ll score brand awareness on a subconscious level simply by showing your brand logo and displaying your products in the first 3 seconds.
Most people think that video creatives are basically the same as traditional TV advertisements. But there are a few important differences.
Perhaps the biggest difference is the scope of their audience since television advertising is more broadly targeted in the first place. Sure, you might be familiar with some viewer demographics for a specific show.
For instance, Nielsen data reveals that viewers of the TV show, “This Is Us” are 79 per cent white and were presumed to be mostly women. However, because the number of audiences is so vast, you may not notice the same concentration of characteristics on other measures, such as psychographics or behaviour. With video ads, on the other hand, you can get a much more granular scope on your targeting. This means going beyond basic audience demographics such as gender, age, and location. It can also mean diving deep into their interests and passions.
The same thing as what KIOXIA did in their brand video. When the first frame featured a photographer, it’s pretty clear that the brand is targeting career people who use SD cards as a tool for living. The video also showed a group of friends on a trip, a family, a child playing on a field, as well as a wedding event — which could all mean that they are after specific viewers who can use the product for capturing and saving precious memories.
This is one of the strengths of video creatives. Because you have the ability to get minuscule, you can surely target your message to individuals, as opposed to a more diverse group of audiences.
Design & Editing
The right design for your video can not only attract good attention and communicate your message to your viewers but also increase the likelihood of those viewers buying your product. That’s why it’s crucial that you create and edit proper graphics for an effective and powerful video ad that can beef up recall on your digital outdoor advertising.
Use Easy-to-Read Text
We are not even referring to fonts like Webdings here or those that are abstract loopy cursives that can make your video harder to view, and will make your work look less professional as a result. For optimal legibility, pick clear, block texts or typography that contrast well with the background image of your video.
In addition, the text should be formatted to fit your ad screen in a way that is also aesthetically pleasing to one’s eye. This might mean centring your ad’s text or moving it to a different position on the display. In some cases, this could also mean splitting or breaking up the text into several lines, even if it can be fitted into one.
Know why KIOXIA did their ad nicely.
As you can see, the brand made use of the eye-friendly Arial font, a popular family of typefaces known for their extreme versatility that can be used with equal success for text setting in presentations, reports, magazines, and for their excellent display in newspapers, promotions, and advertising. What’s even more likeable about their work is the consistency of the use of Arial font all throughout the ad from the brand logo, products, all the way to the slogans. The slogans on each frame were also separated into a two-liner text, even though they can be merged into one.
Experiment With Variations Of Your Colour Palette
This step can be challenging to do if you do not have a natural eye for it. Ideally, your videos should follow a single colour palette. This colour palette should synchronise well with your logo and any branding content you will include in your creatives.
These colour palettes will come most ponderously into play with text overlays or screens of text, but you should take into account how they go with the actual video itself. To illustrate this, pastel colour palettes are soft and gentle. So, they will work well for businesses like a design company attempting to appeal to women or a chocolatier’s microbusiness.
While cold shades are attention-grabbing and demanding, the simplicity of monochrome-styled schemes generally works best for most B2B businesses. They look clean, simple, and professional. Let’s take a closer look again at how KIOXIA cleverly plays around with their ad’s visual colour. Starting with the logo.
As shown, KIOXIA is using grey as the colour of their brand logo–which is a wise choice because as a mixture of black and white, grey has been known for its timeless and versatile role. This means the colour grey can be complemented with a wide variety of colours.
Fun fact: Grey’s has been used mostly in motor industries. Many car manufacturers preferred this colour due to the neutrality it offers along with silver. In terms of colour psychology, the colour is described as smart, fresh, modern and cool. It’s been admired and used by top companies like Mercedes-Benz, Nintendo, Samsung, WordPress, and Apple on their logo because of its appealing feature and all-around positivity.
Diving deeper on the borders in which the products are represented, you’ll notice that they have used colours that are under the RGB shades namely: blue, orange, and green.
This means that the designers here are merely following a standard set of colours to which the RGB shades belong. According to Canva, the RGB colour space is made from three colour lights of blue, red, and green. Hex #808080 (or simply grey colour) is made of 50.2% green, 50.2% red, and 50.2% blue.
In summary, here are the group of colour palettes, according to Canva’s colour palette recommendations, used in the memory companies’ ad videos.
As it has been pointed out, you can always try out single colour spaces and check whether they will harmonise well on your video creatives. Remember to always take stock of what you already have before you begin advertising with video and take your design to the next level. When you’re not certain, you can ask yourself these questions: Is one colour applied primarily as the background? Is another applied as an accent all the time?
These queries are especially relevant when talking about your brand’s existing visual identity. A subtle transition in the arrangement of primary colours is a great method to keep brand consistency while delighting your viewers with some variation.
The Simpler The Colour, The Better
So you have selected your colour palette, but you still want to limit the number of colours you will actually use for your video advertising. Well contrary to the samples above, you don’t need to use every single colour in the recommended colour palette of Canva–especially if you don’t really need it.
Opting for more subdued colours for large spaces, like text overlays or background, will usually work to your advantage rather than choosing bold bright colours. Bright colours can look overwhelming and heavy-handed depending on the use, so be careful with these. As mentioned earlier, KIOXIA took advantage of the neutrality and versatility of grey for their brand logo. Now, if we’re going to take out the RGB colour spaces composing this colour, we will get the shades of blue, green, and red.
You may think that the designers choose these background colours for the product feature because they belong to the grey colour mixture. However, what you don’t see is that they also got these shades from the actors’ background setting to strike that balance. To demonstrate this, you can examine the following screenshot from the video ad:
Following this, when deciding on which colours to use, you would want to choose one of the top two or three colours as a background colour instead of using them altogether.
The exception here would be for higher resolution background photos, particularly for title images; in that event, bright colours can be fine. Just ensure that the background is not overpowering any content as it may be displeasing to the eye and especially that you’re going to place your video creatives on an LED Display screen.
Covering Larger Specs Is Essential
When creating video creatives on your digital outdoor advertising, make sure you are aware of the specs you will need for a variety of formats. Set up your video file with the largest dimensions and use that size in producing your original ad.
Then when it’s time to convert your video for smaller dimensions, you will still be assured to get a crisp display. Note that it is easy for anyone to “res it down,” but when it’s time to “res it up” expect that you’ll surely end up with a blurry display and will have to spend another precious time rebuilding it into a larger size.
In other scenarios, if you intend to use your video creatives for social media platforms like Instagram story ad with a vertical aspect ratio. You have to make sure your original design will be keeping all the necessary text and actions towards the middle of the frame. Doing this will help you save yourself in the future by not having to do a major adjusting and overhauling to the whole layout of the visual messaging in your video.
Perform A/B Testing
As with anything in the field of digital advertising, there is no single path to success, particularly when it comes to video advertising in any form. See to it that you do an ample amount of A/B testing.
This could include testing different text, different video advertising lengths (3-15 seconds), CTAs, or even swapping out some visuals for others. Check and see which types of tailored video content resonate best with your target audience.
As Promised, Here’s A Bonus Tip…
Creating a live video for social media channels like Facebook is one thing. But crafting a message that will stretch across 25 feet of digital outdoor media is something else altogether. So for our bonus tip, you can partner up with a company that offers outdoor advertising in Singapore with expertise and tools to package your message into short but effective video creatives.
Through the professional help of The Perfect Media, many advertisers including KIOXIA have seen a boost in their sales and strong demand and up until now, they continue to trust and leverage on digital outdoor advertising to elevate their advertising impact.
KIOXIA’s showcased their brand video using an LED Display Screen in Queensway Shopping Centre, Singapore. The exhibited outdoor media comes not only with a huge and eye-catching appearance but is also perched in one of the busiest multi-purpose shopping complexes where a large and diverse group of people pass by, opening an opportunity to reach potential target audience and buyers.
On top of that, KIOXIA’s creative outdoor screen location is strategically positioned at the cross-junction of Alexander Road and Jln Bukit Timah where the world-renowned Swedish Furniture Company, IKEA, and Park Hotel Alexandra are also stationed. This means the outdoor media placement has a 100% visibility for full brand exposure and product awareness along with more selling opportunities.
Are you ready to jump in and start reaping the high recall and rewards of your video advertising?
Contact us now to get our special package of Outdoor Advertising at Queensway Shopping Centre and learn more about how we can help you advertise at other impactful locations in Singapore.