How to Help Your Advertisers with Video Ads

Do you avoid trying to sell digital video advertising because you think it’s too hard to execute for your advertisers? You’re not alone. Video ads require more work around creative, but they have so much potential to drive traffic and increase revenue for your customers. 

All your advertisers need is some advice and counsel, and we’re going to show you how to do it in a way that’s not overwhelming for anyone.

First, Position the Opportunity

You’d have to be living off the grid to be unaware of the proliferation of video content. Consumers spend a considerable amount of time watching videos on smart devices and connected TVs (CTV). In fact, 78% of people watch them weekly, while 55% do so daily.

Additionally, streaming services are adding more subscribers every day, and new platforms are launching regularly. Many offer a low-cost subscription that includes ads. That’s why over-the-top (OTT) consumption is continuing to rise. 

Advertisers Don’t Realize the Targeting Capabilities

Your customers likely see video ads all the time but don’t know a platform would serve that to them. They may think there’s no context behind it.

However, that’s not the case. Whether for video advertising, video geofencing, OTT or CTV, the targeting opportunities are broad. They include demographics, location and preferences. As you know, the more targeted a campaign can be, the better the chance for engagement and conversion. 

Explain this to them in simple terms. It’s really not much different than other digital ads. In fact, the targeting is even better. Once they realize these benefits around targeting, they’ll warm up to the conversation.

The next hurdle is production.

37%

think it’s too expensive.

You might have the same thoughts, so that’s why you avoid it. How can you earnestly pitch something if you don’t have an execution plan? You’ll need to address these concerns head-on, as they are all related to the actual production of the video.

Thankfully, these are just perceptions, and you can overcome them with a plan that eliminates fears over time, complexity and costs.

Advertisers certainly don’t need to spend hours trying to do it on their own or growing frustrated with platforms that aren’t easy. They also don’t need a Hollywood budget to produce great video ads. What they do need are reliable resources for the creative.

Here are some that we recommend. Check them out briefly, if you haven’t before, prior to your conversations with advertisers.

Subscription Platforms

Subscription services offer animation, stock footage and an easy-to-use platform for creating the video. You don’t need technical skills; it’s all drag-and-drop and intuitive. Some of these include:

Freelancers

If your advertisers want to outsource video production but stay within a tight budget, they can find animators and video producers on sites like Fiverr, Flocksy and Upwork. If they’ve never been on these sites before, you can help them navigate and select a freelancer. These sites have ratings and include portfolios. The process and pricing are very transparent, so there are no surprises.  

Canned Videos from Manufacturers or Parent Companies

If your advertiser has access to video from manufacturers on items they’d like to promote or footage provided to a franchise, this is another option. They could use this and then make a few changes to highlight their location, either with a freelancer or in a subscription platform.

Once advertisers understand that the production part doesn’t have to hold them back, they’ll be more apt to try video. Once they do, and you have performance data to share with them, they’ll likely make it a regular part of their campaigns. Your advertisers could get better results, and your numbers will be stronger.