Video marketing will become more critical in content-driven campaigns in the post-COVID-19 era, so it must be done well.
Compared to earlier, marketing is now playing a more significant role. In the past, marketing would bring in business by supporting sales efforts. Social distancing and the rise of work-from-home trends have made digital the medium of choice for all business processes. As a result, marketing will now open doors and create sales avenues by utilizing high-quality multimedia content to reach potential clients, both businesses and individuals.
Before spending much money on videos, an advertiser should consider a few things. The production and promotion of video content are expensive endeavors. There’s a price for even the edits. It’s different than a text message, which can occasionally be changed without the recipient even realizing it.
The messaging must be extremely focused and exact because video is costly, and every second matters. Within digital video marketing, the phrase “thumb stoppers” is employed.
Videos need to have that! Due to the highly targeted nature of the messaging, advertisers will need to pay a higher cost per click (CPx) (click, view, completed view).
Particularly in the business domains, most advertisers opt for a CPCV because nobody wants to pay for a message that is only partially viewed. The most expensive model in the CPx stack for video advertising is CPCV.
From the perspective of ad fraud, before investing heavily in video marketing, an advertiser must be entirely sure of the authenticity of the engagement level. Advertisers must confirm the levels of engagement stated by the channels and media they intend to use or that their agency suggests using. The engagement is confirmed starting with the number of followers, views, clicks, and comments. These are manipulated without any real benefits to boost the KPIs using BOTs.
There is a greater likelihood of running into Brand Safety problems without adequate ad fraud detection. Many advertising agencies and marketers need to gain the knowledge to run their ads on channels that entirely contradict the brand’s values.
The YouTube channels where the advertisements are shown are ones the brand would never want to support. In this case, the brand suffers adverse effects on its reputation and financial losses. The company’s money is being used to damage its reputation, which is the funniest part. The brand may become associated with violent, obscene, pornographic, and other undesirable content.
All industries’ brands will heavily emphasize the promotion of video content. This implies that platforms such as YouTube will receive more of the advertising mix from brands, particularly in the digital sphere. The total ad fraud rate for brands, if they don’t focus too much on videos, ranges from 25 to 35%, depending on how much optimization they do to control the ad fraud.
Ad fraud waste could rise significantly as brand safety prioritize ad inventories over video. It may occasionally account for up to 50% of the money spent on performance marketing.
As a result, companies need to implement an effective, reliable, impartial, and simple-to-integrate anti-fraud solution for video marketing and expenditure that provides a comprehensive picture of how it’s being used. Speak with mFilterIt’s brand safety and anti-fraud experts today to maximize the benefits of video marketing.
