Facebook, YouTube, Snapchat video ads are driving cPM's rebound, the digital advertising market thaw? Flying books are out of the deep
Initially, because of the economic uncertainty caused by coronavirus, many advertisers chose to adopt a more conservative advertising strategy, adjusting their ad targeting to maintain relationships with existing customers, moving from video to more traditional direct ads, such as search and social display ads, in an attempt to directly facilitate user conversion purchases.
HoweverIn the past three to four weeks, advertisers' strategies have become more likely to use brand influence to attract new customers.
eMarketer data show that media consumption increased significantly during the outbreak,Video viewing grew fastest.For advertisers, they find that in the current environment,Video advertising is a good alternative to advertising campaigns in traditional channels, such as outdoor advertising.Whether or not it directly causes consumer behavior, it is well suited as part of the brand's promotion.
Another factor in the rebound in video ads may beThe cost of making video ads is currently low.In the wake of the crisis, many advertisers removed creative material from their campaigns in favor of content that better reflected the brand's cultureRely on user-created videos and animations to drive traffic.The quality of these videos may not be appropriate if they are placed on a TV or streaming service, but they are ideal for social video platforms.
As Lucy, Director of Marketing at Tinuiti, points out, "From past experience, the cost of making branded videos is very high. But today, lightweight video and user-generated content (UGC) make this form of advertising much easier. " Not only are these videos less expensive to make, but they also work better - CPM is lower and click-through rates are higher.
Flying Book Shenzhen GroupFocus on sea marketing for many years, to technology-driven, data empowerment, product efficiency for the purpose of service, is committed to providing Chinese enterprises at sea with global marketing media strategy, advertising optimization, creative design, video production and social marketing and other full marketing consulting and services.Serve customersCovering e-commerce, gaming, applications, brands and many other fields,Including Alibaba, Tencent, byte beat, drop, Xiaomi, OPPO and other industries head excellent enterprises.
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