Services from YouTube to news sites to iPhone apps are offering premium subscriptions that allow users to avoid disruptions from ads. This service is especially popular among young people with disposable income: the very same demographic advertisers are desperate to reach.
It’s largely the advertising industry’s fault for making the challenge that plagues them: they created ads that people find obnoxious. Viewers often find advertising to be disruptive, inane and irrelevant. In an effort to make noise, they’ve forced consumers – and other businesses – to find ways around viewing advertising.
Unlike the advertising strategies of the “Mad Men” era, advertisers today have access to huge amounts of information about their users. This data offers insights into what users like, what they’re watching, who they are and most importantly, what they’ll buy.
For advertisers to stay relevant in today’s media and consumer landscape, they’ll need to use data-driven technologies to create relevant content for viewers. Artificial intelligence and machine learning are two such tools that are helping companies create better advertising content that can actually reach consumers.
If a viewer is already using an ad blocker or paying for ad-free service, there’s not much you can do to reach them on that platform. For those who will see your ads, you can help to cut back on the noise and make the ad-watching experience more positive with better content.
Always start with a hook
Even if your video ad does appear in front of a viewer, the viewer doesn’t necessarily have to watch the entire thing. They can always skip when the option appears, or decide they want to skip the ad so badly that they abandon their original content. That’s why you must have a hook. Your video should start with something that captures people’s attention so that they want to keep watching to learn more. Surprising your audience or promising to show them something they find entertaining or relevant is a great way to keep them watching until they hear your message.
Tell a good story
This advice is always easier said than done. Every creator wants to tell a good story. This is where your data helps. Create an ad that’s relevant to your target audience. What resonates with them may not be the kind of ad you want to watch. Focus on the paint points your customers are facing and how you can solve them in a way that tells a story they’ll find relevant.
Have an engaging call to action
Assuming your viewer has made it to the end of your video, you want to make sure they’re still thinking about your ad long after it’s finished. Find a more creative way of telling your audience to visit your website or buy your product. Let them know how you’ll solve their problem or make them question their existing provider.
Creating an ad that rises above the noise and reaches your viewers sounds like a daunting task, but you don’t have to do it alone. At Spin Creative, we are experts in brand management and creative video production.
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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
