Digital Video Direct Marketing


While it goes without saying that the world’s most perfect fast food is a hamburger accompanied by the faithful French fry, it has also been proven that consumers are more likely to bite into a product that offers a personalized experience which can be consumed on the go. And therein lies the appeal of digital video.

This is the reason we are seeing a discernible shift in eyeballs moving away from conventional TV and spending more time on digital video. in fact Cisco forecasts indicate 82% of internet traffic will be video-based by 2021.

Live videos are also on the rise, with Facebook reporting that users spend three times as long watching a live video compared to a recorded one.

So it’s not surprising marketers are taking video seriously and putting out some incredible stuff on social media – but the problem is they often lack the sophisticated data and measurement tools required to make it effective and validate their spend.

For an effective video strategy, marketers need to focus on four key areas:


1. The need for accurate data

Acquiring the right data and understand consumers across a variety of parameters including product interests, preferred device and viewing platform, video usage, language, etc. Getting these consumer insights can be the hardest challenges for marketers, but vital for having relevant one-to-one conversations with consumers via video.

2. The ability to match users across devices

Cross device matching can help reach the right consumer with the most relevant message, across all their devices. This is particularly important for the personalized experience of video – where irrelevant or repetitive messages can be a big no-no.

3. One-to-one personalization

Incorporating personalised messages into video can make a huge difference in driving conversions. The trick is to be able to do it in real time in order to be contextually relevant to a consumer. Good data and machine learning are key to deliver the right offer personalized to match preferences.

4. Closed-loop measurement

To get an accurate view of impact, measurement is key to any strategy. Closed-loop measurement (or what’s called “online-to-offline measurement”) connects customer behavior across online and offline touch points to tailor content that takes into account the omni-channel impact on a consumer’s decision-making process. This kind of closed-loop measurement illustrates the true impact of digital video and allows marketers to optimize their strategies.

It is important to use a combination of programmatic targeting, geo-location, machine learning, predictive modeling and re-targeting to deliver content to consumers during their digital journey to help them make more informed and confident purchases.

To conclude, as more and more of the world head towards digital video consumption, delivering personalization to individuals at scale requires a combination of the right data and the right technology. Which is why marketers need to have the right data, cross-device capabilities, personalized messaging and proper measurement tools.

Get to the point

It needs to be no longer than 2 minutes with the first 5-10 seconds being critical. So, what message can you deliver in that time, and how in that brief moment can you make people want to see more? Try putting the most important information upfront.

Less is more

The human attention span is now shorter than that of a goldfish. The shorter the video the better. Videos of 15 seconds or less are shared up to 37 percent more times than videos that last for 30 seconds or more.

Keep it vertical

With the majority of internet traffic now coming from mobile devices, and since smartphones are held vertically, one should take advantage of this format to engage viewers.