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Many small businesses have climbed aboard the video marketing train – and for good reason! Video marketing is an engaging tool that can draw in consumers and serve as a powerful brand booster.
Video advertising trends in the United States have been on the rise since the mid-2000s. The launch of YouTube in 2005 was a game changer for the advertising industry as it afforded content providers and users to generate video content at volume. This in turn sparked ad agencies to begin the sale of digital video inventory and has evolved into the standardization of video advertising.
Today, the three key subcategories of video advertising include: In-Stream Video, In-Banner and In-Text formats. Brands across diverse business verticals have taken advantage of these video advertising mediums in order to deliver their message to the right audience at the right time.
However, while standalone websites and video hosting platforms provide opportunities for your video assets to be present online, coupling short clips and video ads with another platform is an opportunity to amplify both reach and engagement.
According to the Online Publishers Association, 80% of users recall watching a video ad on a site they visited in the past 30 days. What’s more? Of that 80%, 46% took some action after viewing the ad on the site.
Now, what if there was a way to not just hope a consumer was going to stumble across your company’s video ad, but target consumers that fit specific demographics key to your product or service?
There is a way – email marketing + video content.
Email marketing is an advertising medium that has withstood the test of time largely due to the fact that it can be utilized within any vertical, benefits any company that needs to boost brand awareness and traffic (in-person and digitally), and can be highly targeted in order to reach the desired audience for your organization.
A few targeting options include:
✓ Household Income
✓ Net Worth
✓ Purchase Behaviors
✓ Interest Targeting and more!
Companies have been embedding video assets within email marketing tools for some time to serve diverse needs. Emails that contain videos are able to share company event previews, share some insight into company culture, announce the launch of a new product or service and so much more in an entertaining, efficient, effective way. The combination of the mediums is not only a content value-add, but provides some serious ROI.
Email campaigns that contain video assets can boost open rates by 19%, boost click-through rates by 65% and reduce unsubscribes by 26%. Furthermore, according to a study conducted by Site Impact, when combined, email can help drive 2x-4x the number of daily attributed OTT users to your company’s website.
We also want to note that according to a report by Unruly, consumers who watch video advertisements on their mobile devices are about three times more likely to click through to a brand’s website than those on their laptop or desktop. This stat combined with the fact that 41.9% of consumers use their mobile device to view and open emails (compared to 39.9% webmail opens and 18.2% desktop opens) makes for a pretty compelling case for organization’s to not only combine the advertising mediums, but ensure that both the email marketing platform and the video ad format are mobile friendly and easy to open on the go.
Adding a little fuel to the marketing fire and differentiating your organization’s brand through creative marketing campaigns will drive web traffic, better brand recall, and help to increase market share. Plus, utilizing pre-existing video marketing assets creatively within an email can not only save your company a great deal of money, but allows for the engagement and reengagement with consumers in a more effective manner.
Our email marketing solution offers one of the largest and most comprehensive databases in the marketplace today containing more than 300 available audience selections and filters and over 134 million unique email records. Get in touch with us today to learn more about how we can create and combine engaging, branded content to reach your target market.