How do you use video ads to drive engagement and conversions throughout the funnel?

To drive engagement and conversions, use video ads to capture attention with compelling hooks at the top of the funnel, and then provide deeper value and clear calls-to-action as viewers move through the funnel. Tailor your content for each stage, from awareness to decision, to guide prospects effectively.

I’ve tested many strategies, but video ads have proven to be the most effective for full-funnel marketing. At the awareness stage, short, engaging videos spark interest. During consideration, educational content builds trust. Finally, testimonials and offers at the bottom drive conversions, yielding 5X ROAS and a 30% close rate. Client communication is equally vital. A single point of contact, regular meetings, and transparency are essential. By educating clients, we build trust, empowering them to make informed decisions. “The best way of learning is by doing” — Richard Branson. As we have a word limit over here, DM me, if you want to know the detailed case study or detailed strategy on it.

Video advertising is a strategy that uses engaging video content to promote a brand, product, or service. It involves creating visually appealing videos with sound and text elements to communicate a message. For a senior media buyer, it's crucial to recognize video's unique power, especially on professional platforms like LinkedIn.

Video advertising extends beyond the online realm. It would be a disservice to overlook the classic form that initiated it all, television. Video advertising made its debut in the 1900s, coinciding with the advent of television in America and globally. Within this domain, diverse TV advertising formats emerged, including the renowned 30-second slots, the 15-second ones, shorter vignettes, as well as longer durations such as 60 seconds, 120 seconds, and even extensive infomercials that span nearly an hour. This historical trajectory paved the way for the evolution of online video advertising and, more recently, Over-The-Top (OTT) and Connected TV (CTV) advertising, also known as streaming advertising.

Video advertising involves creating and distributing video content to promote a product, service, or brand. These ads can appear on various digital platforms, including social media, video streaming services, and websites. The format can range from short, attention-grabbing clips to longer, more informative videos, depending on the campaign's goals and the audience's preferences.

Video is not just a medium; it's a powerful storyteller, weaving emotions in a way that no other format can. It brings stories to the screen, often inspiring and influencing behaviors. This has been repeatedly proven, making video an unparalleled tool in persuasion and marketing. With over 25 years in media buying for iconic brands like Chanel, Dollar Shave Club, Paramount, Groupon, Tiffany, PlayStation, Colgate, Coca-Cola, Visa, L'Oréal, Netflix, 23&Me, Zillow, Marriott, and more, I've witnessed firsthand not only how it elevates brand awareness but also drives conversions. Whether it's a brief ad, a long-form narrative, or an interactive experience, video in all its forms remains an indispensable part of any successful marketing strategy.

Video ads are like a superhero for people who buy ads. They get lots of folks to notice and really pay attention. The cool part? It's not just about watching; it makes people do things like clicking, signing up, or buying. And the best part? Your brand stays in their memory for a long time. These ads are super flexible, fitting in everywhere – on different devices and for different kinds of people. And guess what? They let creativity shine – using funny stuff, music, or cool people. So, in simple words, video ads aren't just tools; they're like the magic wand for grabbing attention, making people act, and leaving a lasting impression. It's a dream come true for ad buyers!

1. Higher reach, engagement, and retention than other ad types 2. Allows for showcasing brand personality and values engagingly, passing the culture of the brand in a better way than other formats. It's a powerful storyteller format that can be used to inspire and influence behaviors 3. To maintain a mix of placements in your digital strategy 4. To create new audiences that can be used in your performance campaigns

En el embudo superior: Crea videos atractivos y memorables: Captura la atención del usuario en los primeros segundos. Utiliza un storytelling efectivo: En el embudo medio: Utiliza videos para educar e informar a tu audiencia: Ofrece contenido valioso que ayude a los usuarios a tomar decisiones informadas. Comparte testimonios y casos de éxito: Genera confianza y credibilidad en tu marca. Retargeting: Muestra anuncios a usuarios que ya han interactuado con tu marca. En el embudo inferior: Utiliza videos para mostrar tus productos o servicios en acción: Destaca las características y beneficios que ofrece tu producto. Ofrece incentivos y descuentos: Motiva a los usuarios a realizar una compra.

Video advertising offers several compelling benefits that make it a powerful tool for marketers: High Engagement: Videos are more engaging than text or static images. They capture attention quickly and can convey complex messages effectively. Better Retention: Viewers are more likely to remember video content than other advertising forms. This leads to better brand recall and recognition. Wide Reach: Platforms like YouTube, Facebook, Instagram, and TikTok have massive user bases, allowing video ads to reach a broad and diverse audience. Better Metrics: Video platforms provide detailed analytics, helping marketers measure the effectiveness of their ads and optimize them for better performance.

Awareness: Objective: Introduce the brand. Video Type: Short, captivating videos. Platform: YouTube, Facebook, Instagram. Tips: High-quality visuals and strong storytelling. Consideration: Objective: Engage and inform. Video Type: Educational videos (how-tos, demos). Platform: YouTube, LinkedIn. Tips: Address pain points, include calls-to-action. Conversion: Objective: Drive actions (purchases, sign-ups). Video Type: Detailed product videos, case studies. Platform: Retargeting on Google Ads, Facebook. Tips: Use strong calls-to-action, offer incentives. Retention and Advocacy: Objective: Maintain engagement, build loyalty. Video Type: Tutorials, behind-the-scenes content. Platform: Social media, email.

As a media buyer, I use videos at different stages of the marketing journey. First, I introduce the brand with longer, informative ads. In the middle, I highlight product features with shorter ads. Finally, I encourage action using various ads. By understanding video advantages and choosing the right platform, I create ads that engage and drive conversions.

Effective marketing hinges on content, context, and continuity. At the funnel's top, videos should captivate with inspirational, broad storytelling in longer formats, ideal for TV and OTT. Mid-funnel requires shorter, detailed content tailored to the audience's journey, focusing on product specifics. The bottom of the funnel is about conversion - direct content that's succinct, highlighting purchase processes and pricing, aligned with search behaviors. Each stage is key to a seamless customer journey.

Top of funnel 1. UGC Education Videos - Educate your customers about your product by using a user-generated content (UGC) format. 2. Product Demo - Emphasise the functionality of the product through a video demonstration. 3. UGC Testimonial - Showcase your customers' satisfaction, loyalty, and advocacy through a UGC video. Middle of funnel 1. Lifestyle Video - High production montage of your product being used in the environment it’s made for. 2. UGC Product Video - Similar to the product demo, but shot in a UGC style with Voiceover. Bottom of funnel 1. UGC Testimonial - Showcase your customers' satisfaction, loyalty, and advocacy through a UGC video

A simple way to use videos throughout the funnel is to always have a larger institutional video in top campaigns focused on viewing time and engagement, as well as cuts for use in formats such as shorts, reels, and bumper. In the middle of the funnel, you can use communications aimed at some action other than conversion or to create remarketing lists that will be used in the performance stage. Finally, in performance, videos are well used to have a mix of placements. It is interesting whenever possible to use extra tools than the usual media ones to measure the impact of more top strategies on performance. Campaign Manager or offline measurement tools like Tunad are good examples that could be used