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What are the best ways to align your media and creative strategies for video ads?

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Video ads are a powerful way to engage your audience and drive your marketing goals. But to make the most of your video campaigns, you need to align your media and creative strategies. This means choosing the right platforms, formats, and messages for your target audience and objectives. In this article, we'll share some best practices to help you plan and execute effective video ads across different media channels.

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Ayushi Jain

Not a TEDx Speaker—busy scaling brands | Building Silly Pixel Studio & Sattva Stays | Creative Consultant | 12+ yrs in…
Kamya Marwah

Marketing & Social Media Strategist ???| Driving growth & visibility for brands through data-driven strategies ??????

1 Know your audience

The first step to align your media and creative strategies is to understand who you're trying to reach and what they care about. You can use various tools and methods to research your audience, such as surveys, interviews, analytics, and personas. The more you know about your audience's demographics, behaviors, preferences, and pain points, the better you can tailor your video ads to their needs and interests.

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Kamya Marwah

Marketing & Social Media Strategist ???| Driving growth & visibility for brands through data-driven strategies ??????
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Dive deeper into audience segmentation and targeting. Identify specific segments within your overall audience based on geographical, demographic, behavioural and psychographic. This would then allow you to identify the major segment that should be your target segment.

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Ayushi Jain

Not a TEDx Speaker—busy scaling brands | Building Silly Pixel Studio & Sattva Stays | Creative Consultant | 12+ yrs in Branding & Marketing | Passionate about storytelling, bold ideas & growth
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Your advertisement is intended for your audience. So, know your audience first. Talk to them and research what they like or what will appeal to them. The kind of audience you are advertising for will determine the creative style. You have to use phrases, words, images, and taglines that will suit your audience.

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2 Define your objectives

The next step is to define what you want to achieve with your video ads and how you'll measure your success. You should have clear and specific goals that align with your overall marketing strategy and business objectives. For example, you might want to increase brand awareness, generate leads, drive conversions, or boost loyalty. Depending on your objectives, you'll need to choose the right metrics and key performance indicators (KPIs) to track your results, such as views, impressions, clicks, conversions, or retention.

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3 Choose your platforms

Once you have your audience and objectives in mind, you need to choose the best platforms to distribute your video ads. You should consider where your audience spends their time online, what kind of content they consume, and how they interact with video ads. You should also consider the strengths and limitations of each platform, such as reach, cost, targeting, format, and features. For example, you might use YouTube for long-form videos that showcase your brand story, Facebook for short-form videos that spark curiosity, or Instagram for vertical videos that capture attention.

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Ayushi Jain

Not a TEDx Speaker—busy scaling brands | Building Silly Pixel Studio & Sattva Stays | Creative Consultant | 12+ yrs in Branding & Marketing | Passionate about storytelling, bold ideas & growth
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Video advertisements can have different platforms - YouTube, Instagram Reels, television, and other platforms. Each platform has its own needs, and before you choose a platform, do your research on what kind of videos usually trend there and try to think accordingly.

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4 Optimize your formats

Another aspect of aligning your media and creative strategies is to optimize your video formats for each platform and device. You should follow the best practices and guidelines of each platform to ensure your video ads look good and perform well. You should also test different formats and variations to see what works best for your audience and objectives. For example, you might use horizontal videos for desktop, vertical videos for mobile, or square videos for both. You might also use different lengths, resolutions, captions, or calls to action.

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5 Craft your messages

The final step is to craft your messages for your video ads. You should create compelling and relevant stories that resonate with your audience and align with your objectives. You should also consider the context and intent of your audience on each platform and device. You should use the right tone, language, and style to match your brand voice and personality. You should also use the right hooks, emotions, and benefits to capture your audience's attention and interest. And you should use clear and strong calls to action to drive your audience to the next step.

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Ayushi Jain

Not a TEDx Speaker—busy scaling brands | Building Silly Pixel Studio & Sattva Stays | Creative Consultant | 12+ yrs in Branding & Marketing | Passionate about storytelling, bold ideas & growth
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Your messages through these advertisements should be simple, to the point, and something that your target audience will relate to. In the world of social media, try to create something that will generate lots of discussions, as that will help attract the attention of others who are new to your brand. The world runs on content and storytelling now, so create something that is worth resharing, talking about, and watching.

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Brennan Zielinski

Fueling fast-growing e-commerce brands with performance ad creative ??
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Your messaging should speak to the target audience's biggest pains, challenges, and desired benefits. On top of that, make sure your videos are concise, easily readable/digestible, and answer key buying decision questions.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Brennan Zielinski

Fueling fast-growing e-commerce brands with performance ad creative ??
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Aim to produce your creatives in a way that appears "native" to the platform you're advertising on. The best ads are always the ones that don't FEEL like ads. If you can entertain viewers and make them smile or feel "heard", you've already won half of the battle. Lastly, focus on the biggest problems your product or service solves. When creating creative concepts or ad content, think: "How can I inspire the target audience to solve their problem NOW and take action when they might have put it off before?"

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What are the best ways to align your media and creative strategies for video ads?

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3

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5

6

1 Know your audience

2 Define your objectives

3 Choose your platforms

4 Optimize your formats

5 Craft your messages

6 Here’s what else to consider

Creative Strategy

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What are the best ways to align your media and creative strategies for video ads?

1

2

3

4

5

6

1 Know your audience

2 Define your objectives

3 Choose your platforms

4 Optimize your formats

5 Craft your messages

6 Here’s what else to consider

Creative Strategy

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