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Experiential Marketing Across The World From Lagos Nigeria

admin — Fri, 14 Jun 2019 16:35:43 +0000

Experiential marketing is breaking new grounds, as seen in this year’s nominations for The Drum UK Event Awards.

XINI Stay Peak As The Most Source After Experiential Marketing Company In Lagos Nigeria.

He said: “The worldwide investment in augmented and virtual reality is finally starting to filter through to the customer and our industry, by its very nature, is becoming expert at putting that in the hands of, and telling brand stories to, our target markets.”

Judges took focus on campaigns that showed excellent diversity and allowed for social mobility and centered their thinking around what was inclusive rather than exclusive.

The nominations for B2C experiential brand campaign/event of the year are: Amplify, Brands2life, BT, Cheil Worldwide London, FRUKT, Ice – Brand Experience Agency, VCCP Kin, LIDA/M&C Saatchi, Gingerline, Hearst Magazines UK, Maynineteen, Xini Communications, Synergy, TRO and www.produceuk.com.

UBER OFFERS ONCE-IN-A-LIFETIME GREAT BARRIER REEF EXPERIENCE

BY MEREDITH CRANMER

INSPIRATION, TRAVEL & TOURISM, AUSTRALIA

The Great Barrier Reef is under threat. Human influence is slowly destroying it.

The world’s biggest reef system which has taken shape over millions of years has been battered by climate change, pollution and rising sea temperatures which leads to coral bleaching.

It’s reported that as much as half of the reef may be dead from coral bleaching events in recent years and if we keep going at this rate, 60% of the world’s coral reefs will be lost by 2030.

The largest living organism on the planet, it is known for its rich biodiversity with many of the world’s sea creatures relying on the reef for survival from humpback whales to the 2,000 different fish species that call the reef home.

It’s not only marine life that relies on the reef, the Australian tourism sector is also affected by its survival. A popular destination for snorkelling, boat trips and diving, it brings in approximately 2m tourists and around $5-6 billion per year; many people rely on it for their income.

It needs urgent protection.

Popular rideshare service Uber teamed up with Tourism and Events Queensland, to highlight the natural beauty and plight of the Great Barrier Reef with a truly unique and unforgettable tourist experience.

Kick started on World Ocean Day, Uber opened the world’s first rideshare submarine to give consumers a close-up encounter of the Reef like never before.

The incredible bucket-list experience could be booked via the Uber app for AUD $3,000 which gave two users a one-hour ride in the scUber submarine and even included pickup and drop off from your location.

Available for only 10 days, the activation gave consumers a spectacular view of the Northern section of the outer Great Barrier Reef, off the coast of Port Douglas. Without the need for snorkels, diving gear or swimwear, riders were submerged up to 30 metres into crystal clear waters to see in unique detail the beautifully diverse aquatic and plant life.

To launch scUber rides, a competition was announced which saw 150,000 people from Australia, New Zealand, USA, Canada, UK and France enter for a chance to travel to Queensland and gain a place in the scUber submarine.

Looking at where Lagos will be in the uber experience.

The magical experience had an important mission; to remind people of the crucial role the oceans play in our lives and why we need to protect them. With an experience as memorable and breath-taking as this, those who took the trip were overawed and said it would stay in their minds for years to come.

The campaign was part of Uber’s sustainability drive which supports a number of environmentally friendly projects and is focused on reducing air pollution and carbon emissions through greener automotive technologies and carpooling.

There’s something very exciting and magical about taking consumers into unknown underwater worlds like this underwater museum experience and this wonderful aquatic bus shelter activation.

This year also saw a major move towards full service experiential campaigns being entered into the awards.

Clarke explained: “Agencies and brands alike are showing a real focus on fully integrated pieces of work. As an industry we are seeing brand experience taking the lead in wider campaigns and that was only more prevalent this year.”

The nominations for experiential brand activation at a festival or large-scale event of the year are: FRUKT, George P. Johnson, Imagination, Jack Morton Worldwide, M&C Saatchi Sport & Entertainment, Space, Sunshine, TRO for: Nissan, Volvo Cars and BMW.

For a full list of the finalists, please go to the event website. Tables are available now to book for the awards ceremony at The Marriott Grosvenor Square Hotel, London on Tuesday 5 December.

Sponsors for this year’s event are: SquareMeal, JLA, Special EFX, Tint, The Drum’s RAR and The Drum Network.

This article is about: World, Experiential Marketing, The Drum Awards, The Drum Experience Awards, Brand Activation, Advertising, Events, Marketing

Reporting For Drums.

SKYDIVING INTO THE BIG GAME WITH CBS SPORTS NETWORK

Is the first Sunday of February a national holiday yet? Even if our teams didn’t make the playoffs, most Americans sit down and watch the Big Game. We eat our favorite foods, bond over entertaining commercials, and have a shared experience. We have our traditions, memories of our favorite games and halftime shows, and favorite beverages. But beyond the comfort of our couches, there’s another level of experience that draws die-hard fans from all over the world.

Every year, the Super Bowl Experience invites fans to celebrate their love of professional football by attending what they call an “interactive theme park” in the city hosting the Big Game. This year, the CBS Sports Network marketing team asked us to help create an unforgettable experiential moment at the Super Bowl Experience in Atlanta.

The challenge? This mind-blowing experience had to fit into a 10x30ft footprint.

When presented with the brief, we challenged ourselves to find a way to create a never been done before stand-out moment that aligned with the CBS Sports Network and their core services. We needed to incorporate The Super Bowl, the city of Atlanta, trends in the industry, and of course fit the parameters of the event.

Our solution? A stunning VR experience, centered around the fact that CBS Sports Network delivers amazing sports content and during the Super Bowl, their audience can deliver the most important game ball of the year.

Fans would have the opportunity to jump out of an airplane, fly over Atlanta, skydive through the roof of the Mercedes-Benz Stadium, and deliver the game ball to the referee at the 50 yard line.

Here’s the play-by-play of the Virtual Skydiving experiential marketing Experience:

Fans step up to the platform. They are hooked into a harness and given VR goggles to wear. As the simulator lifts them into the air, they can see the door of an airplane and are asked to jump out! Wind is blown from fans in the floor of the platform so that they can experience the sensation of soaring through the air, adding a unique 4D element. They skydive through the air for about 30 seconds and enter the stadium through the roof (Lady Gaga Style). They are greeted by the cheers of a full Mercedes-Benz Stadium. After they land on the grass (and back on the platform in real life), they deliver the game ball to the ref, and cheer with the crowd in excitement!

Once the fans are finished, they can pose in front of a sky backdrop in a branded skydiving suit. The picture is then printed out as a keepsake from the experiential marketing experience.

Even with a dual platform, the lines for this experience were consistent throughout the experience. Despite the length, the crowd loved it! While they waited, fans jammed to music and were entertained with trivia games, giveaways, and challenges by an Emcee. Every single person has said “that was well worth the wait.” One fan even remarked, when asked his thoughts on the wait, “of course the hottest thing here is going to have that long of a line”.

The Skydive Experience brought so much joy to the faces of the fans in those harnesses, and we saw plenty of fans post-skydive with the unmistakable flushed face of a post-thrill adrenaline seeker. It was an absolute blast and a one of a kind experience.

After the Super Bowl Experience ended on February 2nd, the Skydive experiential marketing Experience was moved to the Game Day Plaza at Mercedes-Benz Stadium. This was an amazing way to engage the fans on their way into the big game and give them an additional cherry on top of their Super Bowl experience.

With the Skydive experiential marketing Experience, CBS Sports Network was able to deliver exactly what their audience was looking for: a thrill, an introduction to mind blowing technology, and the fantasy of being an integral part of their favorite day of the year. By gathering a crowd around this one-of-a-kind experience, CBS Sports Network was able to engage with their audience for 1-2 hours. It’s an audience that would have been somewhere else if they weren’t sure that the Skydiving Experience would be worth every minute of their valuable time, and provide an unforgettable shared experience with family and friends.

MY SUPER SWEET (SUMMER) INTERN EXPERIENCE: EVENT MARKETING FEATURING DEADMAU5

My experience at BeCore thus far has been one like a kid in a candy store. Since I’ve laid eyes on it and learned more, I want to touch, see, look under, over, and around everything… I want a taste of everything. Walking in, you are greeted by the sound of trickling water and beautiful art pieces left and right. (It’s good feng shui). You can’t help but notice a majority of the offices are enclosed with glass to create an inclusive environment. The BeCore office is full of amazing art and funky memorabilia making work just that much more interesting and inspiring day to day. You can’t turn a corner without seeing a couple of pieces including some that the team helped create together, and that’s an element that made my heart sing. There is an incredible sense of community here at BeCore. As an experiential marketing agency you know experiential marketing experience is everything, but I’ve felt that the experiential marketing experience created for the consumer is not the only one that matters.

The coolest part of my summer has been working on Amazon’s Unboxing Prime Day event. As an intern at BeCore, there are zero coffee runs. They do an effortless job of creating an inclusive experience, meaning each bit of work I do is considered and has great potential to come to life during an event. I stand as a member of the creative development team where I work with some awesome, talented, out-of-the box thinkers. Together, we were able to develop a gaming experience for Amazon Prime customers as Amazon partnered with Twitch Prime, PUBG, and Deadmau5. From mapping out and measuring what was soon to be the battlegrounds and collecting images from countless Twitch streams and Youtube videos, to walking through the entrance of the large Amazon shipping box where you are then exposed to the war zone and thrilling performance by Deadmau5, I had butterflies in my stomach. I entered the event in awe, smiling ear to ear.

I couldn’t help but think, “wow, they get to do THIS all the time.” I am truly grateful to be a part of this team. Their passion is transparent. Within two weeks of working here, you pick up on some key values. I quickly identified a couple:

A. Time Management
BeCore is an experiential marketing agency with an array of notable clients who trust us to help fulfill their goals by creating an immersive experience. Yes, time is money, but that is not the core focus here. Time is sensitive in experiential because there is a full process from point A to Z. We aim for efficiency so we are effective.
B. Details
“We sweat the details.” It’s the little things that count. When creating an immersive experience for consumers, we want them to feel like they are in the applied environment. Everything including seating, lighting, props, wall ornaments, and beyond, we want our guests to notice and be excited about.

A bit about myself

At 21, it is easy for me to feel the pressures of life and worries of the job search. A position in the entertainment industry has been a long-term dream of mine, and as I have gotten older and built my résumé, I’ve slowly been able to narrow my focus. I always say it’s better to be doing something rather than nothing, so I’ve had a few jobs. I’ve worked in retail, been a tour ambassador, and currently stand as a Sports Information Director. While I remain proud of those accomplishments and appreciative of each experience, I am still hungry for more!

Working in an ever changing environment is a key factor for me when looking to settle down in my career. Organized chaos keeps me on my toes and engaged in all that occurs in my environment. BeCore stands the perfect fit for me because at least every other week, there is a new project and task to tackle.

Motivational speaker Simon Sinek reminds me, “the challenge of our unknown future is so much more exciting than the stories of our accomplished past.” As my internship goes on and I have the pleasure to learn more about the key roles at BeCore, in addition to gaining insight on their path to success, my excitement for my future increases. I’ve learned there is no correct or secret path. To anyone trying to figure out what to do in this life, keep going. Start with what you like and narrow it down from there. Talk to people! Speak with someone in a field or industry of interest and ask themhow they got there. It never hurts to ask. I was afraid to jump once upon a time, but once I did, I discovered a new world I happened to fall in love with.

BEYOND THE STREETS LA REVIEW: RECAPPING THE BECORE TEAM ART TRIP

Recently the BeCore team had the opportunity to take a team bonding trip to the Beyond The Streets exhibition in Downtown LA. As an experiential marketing agency, we felt the “event” side of the exhibition, but it also feels like a culturally significant museum with 50 years of art in one setting. The exhibit has a bit of everything, it has what can be considered “high art” and it has “low art”. It’s a specially curated show by experts in urban art. There are political elements but also many with a lighter, humorous feel. Even though it is based in Los Angeles, we could feel and see the energy of places around the globe. There’s influence from music and skate, and ideas from the past and from the future. Read on to learn more about the exhibit, hear what our team thought about their experience, and if we recommend a trip to our friends and readers (spoiler: we do). experiential marketing in Lagos is growing as other parts of the worls.

What is Beyond The Streets?

Beyond The Streets is an immersive exhibit spanning over 40,000 square feet located at the Werkartz Building along the LA River. Beyond The Streets celebrates how graffiti and street art have changed and shaped our modern culture. Featured throughout the large industrial and outdoor spaces are installations, photography, sculpture, paintings, and environments by some of the world’s leading modern artists.

Who are the artists?

Beyond The Streets features over 100 artists all with incredibly independent and personal styles. Of course, the exhibition recognizes the legendary work of Banksy, Kilroy Was Here, C.R. Stecyk III, and Kristofferson San Pablo- their work is some of the first that comes to mind when we talk about street art. Beyond The Streets expands the narrative of street art and graffiti to include multimedia artists with new perspectives and creative mindsets.

After experiential marketing then sales why?

“It was incredible to see how many of the artists had their street art ultimately became integrated into various areas of pop culture. It reinforced for me the power of genuine, authentic experiences to capture people’s attention and make them react.” – Steve Dupee, President of BeCore

Beyond The Streets includes canvas work by the mind-bending Felipe Pantone and Todd James. Todd James started out painting subway trains in New York in the early 80’s and went on to become one of the most successful graffiti and commercial artists of our time: opening exhibitions like Street Market and Art in the Streets.

Felipe Pantone-Chromadynamica 61

Todd James

Richard Coleman

HuskMitNavn

The Richard Colman canvas entitled Blue Figure, acrylic on canvas, was a favorite of creative intern Tori Jackson’s. “The colors were so vibrant, and I found it to be so creative how he used different shades of the same color. I think he executed this very well. And HuskMitNavn’s acrylic pieces made me love the idea of a backwards canvas.”

What really sets Beyond The Streets apart from other modern exhibits are the environments. BeCore’s Executive Creative Director Jen Fisch “loved that Beyond The Streets took a more experiential approach than a traditional art show. From the moment you enter the gates you are greeted with installations that encourage the audience to participate. The handball installation by Lee Quiñones recreated an NYC site in the 80s and came complete with equipment to play an actual game of handball. The Gangsta Gardener, Ron Finley, built a garden out front for everyone to enjoy. He is known for building gardens in inner city food deserts.”

Lee Quiñones

Ron Finley

“Inside there were at least half a dozen different installations where you were encouraged to touch, feel and explore a physical space. A couple that stood out, where the massive Temple by FAILE which has an insane amount of detail and also the strip club style installation by AIKO which came from a female empowerment perspective.”

The works of Brooklyn based artist, SWOON also highlight a new emerging narrative in the world of street art. They feature beautifully detailed portraits painted on found objects like doors and pieces of driftwood.

FAILE

SWOON

Who is the curator?

Beyond The Streets is curated by Roger Gastman. Roger is a graffiti historian, collector, urban anthropologist, and founder and co-publisher of Swindle magazine with Shepard Fairey. This exhibition is his follow up to Art in the Streets, which was the first graffiti and street art exhibit in the U.S., which broke MoCA LA’s attendance record with 220,000 visitors). Roger is also known for co-authoring “The History of American Graffiti” and for co-producing the Oscar nominated Banksy documentary Exit Through the Gift Shop. Quite the resume, and his expertise shows through in the Beyond The Streets experiential marketing exhibition.

So, Does the team at BeCore think you should go?

YES!

Beyond The Streets captures the heart and soul of LA. What started as a way for a few kids to express themselves transformed into a universal language. Street Art is now a celebrated part of Los Angeles History and Culture and there is no better place to see it then Beyond The Streets.

Tori Jackson’s Los Angeles pride was represented in Estevan Oriol’s L.A. Fingers. This piece “stuck out to me just being from the city and seeing the representation and combination of art, Angeleno pride, and culture. The long nails were a plus haha.”

Estevan Oriol – L.A. Fingers

“Beyond The Streets is the future of art and experience. This type of activation is changing the

way people immerse themselves into art. It gives you context, background and makes you feel

like you are there.”- Mark Billik, Founder and CEO

BeCore’s Founder and CEO Mark Billik

“Beyond The Streets is a perfect source of inspiration for any creative. It introduced me to a variety of different styles and artists and encouraged me to pick up my sketchbook the second I got home. It’s also a great destination for whoever wants to spice up their social media, as it offers plenty of unique photo opportunities.” -Tia Ruszkowska, Junior Art Director

Our team loved their experience at the exhibit and highly recommend making some time to visit, especially for those in the LA area or street art fans. Our creative director Lyla had a great summary of our thoughts:

“I loved the variety of artists they showcased. If you love street art, you know you usually have to hunt for it. To get to see all these great artists in one location was so inspiring!”

-Lyla Morrison, Creative Director

This is a must for street art fans, there’s no need to hunt through the city. Beyond The Streets is open to the public now through August 26th, Friday-Sunday. Admission is $25.

For more information about visiting the Beyond The Streets exhibition in Downtown LA and to buy tickets, click here. Also check out the Beyond The Streets Instagram for more photos and behind-the-scenes video.

THE INCREASING ROLE OF LIVE STREAMED VIDEO IN EXPERIENTIAL MARKETING ACTIVATIONS

Your brand is in the process of planning the perfect event, and you’re left with a choice: to stream or not to stream? Great question. The simple answer? It depends. There are pros and cons to live streaming, and we’re happy to walk you through both sides! But first, is it “live streaming” or “livestreaming”? The AP style guide will accept both, so that works for us (although we prefer “live streaming”). So, what qualifies us to talk about live streaming? We have many successful live streamed events under our belt, most recently the Mixer Anniversary Domino Build. Each stream presents unique challenges, but the opportunity to reach a larger audience than the physical experiential marketing space can handle is often the deciding factor.

Why should I live stream my event? Let’s use Coachella as an example of the incredible potential reach of live streaming. The festival drew 24.5 million live views in 2017. In 2018, Coachella live views grew to 41 million. After last year’s cancellation, Beyonce’s Coachella performance was highly anticipated and drew a peak audience of 458,000 simultaneous global viewers making her set one of the most streamed videos of all time. Reach a larger audience at a low cost. It will almost always be cheaper to acquire a video viewer than to get people to buy tickets to an event. All that’s truly required to stream is a social account and an Internet connected device. We recommend reserving some budget to hire professionals. This will remove some of the risk of going live, and ensure that your stream looks its best. Right now, audiences around the world are consuming video at historic rates.

Sonic Runway Radiates Music at Burning Man 2016 as bicycles pass through. Music at one end transmits light signals that then radiate down the runway at the speed of light. Photograph by Scott R. Kline on August 29, 2016 in Black Rock City, NV.

The majority of the population prefers visual content to written content. It’s easier than ever to watch videos, as our devices and Internet connections now have better streaming capabilities. Gaming conferences such as E3 know their audience well, and are providing numerous entertaining streams throughout the week of the E3 conference. Why limit your event reach to the number of seats in a venue? Coachella has been live streaming for eight years. It’s past time for other brands to catch up. When should I skip the live stream? If it’s an exclusive, high cost event. Your paying audience may not be happy that the rest of the world can view the event for free, especially if the value is the same for both audiences. Make sure you’re not stepping on your paying audience’s toes. Avoid live streaming just because you can. Low quality video due to a weak Internet connection or cheap camera paints your brand in a poor light. A live stream with no purpose or value will be obvious to the consumer. As live video grows in popularity, consumers will be better educated on quality. If your live stream has no value, skip the live stream and focus on executing your next activation with enough value to live stream. If you decide to live stream your experiential marketing event, here are a few tips we recommend: Test, test, and test. Make sure your technology is working before the event, and have a backup plan. We’re dealing with technology, and things could go wrong. Run some tests and rehearsals in advance. Live footage can’t be edited, so have someone ready to kill the stream at any time. If something goes wrong, pause or cut the feed and start it up again when everything is back in order. Plan as much as possible in advance, and make sure the area you are filming is clean. With a live stream, your audience will see everything that happens. Did your top executive trip when taking the stage? Let’s hope you don’t have to see that GIF on social media for the next few days. Anything can happen on a live video, so preparation is key. Make sure your talent is well prepared, know your surroundings, and don’t make rehearsals an afterthought. Expand your reach with digital ad spend or influencer marketing before the event.Don’t forget to tell your audience that the event will be streamed. If influencers experiential marketing will be present, work out a deal to have them promote the live stream. Remarketing ads targeting your site’s visitors are an inexpensive way to add to your stream count (you only pay when they click on your ads). You’re spending part of your budget to be able to show your event to an audience, reserve some to multiply that audience with these inexpensive ads. Social promotion is a must as well; make sure your social team is on the same page. Provide Value and Engage the Audience. Having a chat function, exclusive discounts for viewers, and opportunities to interact with influencers are a few ways to add value to your live stream. Q&A’s are another great way to add value to a stream. As marketers, the question we must constantly ask is “How can we provide value?” and a live stream is no exception. Hopefully with these tips, you’re ready to take on a live stream for your next event. Our highly experienced team is always happy to answer questions, and help you decide if live streaming is the right choice for your next experiential marketing activation.

HUMAN EXPERIENCES: THE IMPORTANCE OF BRAND AMBASSADORS IN EXPERIENTIAL

Today we’re going to discuss the importance of brand ambassadors. For the majority of businesses getting the word out about their business is absolutely essential to success. There’s a lot of different ways that you can go about promoting your brand in order to raise awareness. Sometimes, advertising and sales can come off as if you’re trying too hard to sell your product.

Companies have been seeing success with ambassadors, especially with brands activating using experiential marketing campaigns. In fact, Ambassadors are the not-so-secret weapon of many hot brands. They help the up-and-coming brands stand out among many others. Building ambassadors is not about trying to create a magical viral video, it’s about building heart centered relationships one person at a time.

Microsoft Band Launch

Ambassadors help humanize your brand

People like to buy products from people, plain and simple. Even though organizations traditionally brand themselves with logos, symbols and colors, social media offers opportunities to do more. When ambassadors are aligned with your brand, they tend to be emotionally engaged, which consumers notice. When someone is passionate about what they’re doing it’s contagious and not only do they show passion, they show authenticity.

Microsoft Band Launch

Brand Ambassadors will increase your social media impression reach

When a brand goes the extra mile to help out an attendee or consumer, it doesn’t go forgotten. Consumers remember their experience, and in turn help increase positive brand mention. When people see or hear something positive about a brand, people attach high credibility to it. When you integrate brand ambassadors into your campaign, you are integrating their individual social media clout into the picture which magnifies what you’re doing at your brand activation.

Brand Ambassadors help with reputation management

When you have feet on the ground and a guest may have an issue with something, they are there to help. If your brand ambassador is online and someone has an issue, they can swoop in to help with any issues they may have experienced. It’s all about exceeding service expectation. The great thing about brand ambassadors is they see opportunities all over, they can take a frustrated guest and help turn their experience around. It’s these kinds of engagements that people remember for good.

XBOX Barbershop

Brand Ambassadors help provide positive word of mouth

When people are out there using your product publicly, it gets the conversation going. Nothing can be as powerful as word of mouth. When you can transform your fans into supporters, you’ve just earned yourself the best word of mouth marketing you can get. Brand ambassadors are out there endorsing your brand turning people into potential customers one by one. The possibilities of a reliable experiential marketing structure is dependent on how trained field agents can be at times.

Forward Pop-Up Tour

Brand Ambassadors can help increase your web traffic

When you shift your focus from content to community, you earn content. Ambassadors who have their own blog or social channels will talk about their experience with your company or products. This in-turn will help increase your SEO rank, as well as your domain authority with google. This is an easy and effective way to get extra traffic to your site without your marketing team having to add extra effort.

Cotton / Rue La La Pop-Up Shop

Brand Ambassadors help increase brand awareness, authentically

People listen to their friend’s advice over an advertisement. Usually because they know they’re not being manipulated by a TV ad, or commercial, perhaps a banner ad shouting at you while you’re trying to listen to music. Brand ambassadors live the brand, and as they use it’s products and service, people take notice. This alone can speak louder than any ad or commercial.

Stillhouse tailgate tour

If you’ve got questions about experiential marketing or are interested in speaking with someone about creating your own marketing campaign, contact BeCore today! We’d love to partner with you on your next project.

Experiential Marketing still remains that important aspect of a brand that can not be left out. In Lagos, Nigeria lots of planned brand activation keeps rolling daily but we always try to analyse to see if it can measure up to how the experience feels across the world.

CREATING IMMERSIVE ART EXPERIENCES THAT ARE MORE THAN AN INSTAGRAM PHOTO OP

Art popups have been a thing for a while now, but we’re seeing a trend of art installations that are designed to be “just another millennial photo op.”

People may be enticed to go somewhere to take a great photo. They may post it to Instagram and you’ll get your social cred. But will they stay after the photo has been posted to Instagram? Will they recommend it to their friends? Not if there’s nothing else available at your event that’s designed for the present, and not simply for a #latergram.

Using the incredibly immersive experience of Meow Wolf as our guide, let’s explore the ways that the experiential marketing world can create art experiences that are so much more than a photo opportunity.

The collaboration of artists is something we support, and we’ve seen the incredible results first hand in our world through art installations such as Meow Wolf. Located in Santa Fe, Meow Wolf is a place where you can feel the energy and passion of dozens of artists, all working towards the same goal: to display their hearts and souls for the world to see, and inspire creativity.

The 150 artists that worked on the “gallery” (it’s more than a gallery) titled it “The House of Eternal Return” and described it as a massive, immersive, multimedia installation. Since that description may not help, one of the artists involved mentioned she’ll often start listing things the installations are similar to: “‘A haunted house, a choose your own adventure, a dreamscape, etc.”

Meow Wolf is a visually appealing journey with a striking variety of themes, designs, and brilliant color that can even hold the attention span of a modern screen addict. There are clearly areas of the experience that look stunning on Instagram.

But we’re here to talk about what makes Meow Wolf more than a selfie backdrop. We have some simple suggestions for taking your art experiences to the next level:

-Allow Artists to Lead
-Tell an Entertaining Story
-Make it Highly Interactive
-Remove Limits

We’d love to see more creative spaces designed and led by the artists themselves. Using Meow Wolf as an example, the partnership of an artist community and the primary investor of “Game of Thrones” writer George R.R. Martin has led to fantastic results. Martin understands the value in letting people tell their stories unfiltered (at last count, his epic story has led over 1,000 characters to their graves, including many main characters). Martin paid for the space, which is in a former bowling alley, made some improvements, and then charged a well-below market rent to allow Meow Wolf to make their mark. With no restraints on the artists, they were free to take the experience and story in any direction they chose. Giving your audience an experiential marketing experience that they will never forget.

The experience does have a compelling story, that leads visitors through the gates and provides an incentive to see and explore more. While we won’t ruin the full story for you, we can give a brief synopsis. You walk through the front door and see a Victorian home, owned by the family “the Seligs”. The house is filled with family details that help you piece together the story, including a child’s journal, and clues to secret passageways and rooms, with the story veering into multi-dimensional territory. The story is a big factor in the amount of time people spend in the space, attempting to connect the dots and discover tiny details that the average visitor might miss. Providing a theme for your art experience, and a simple story line can move visitors to focus beyond the photo-worthy exterior and immerse themselves in the present. It would be difficult to attempt photographing the journey as your eye bounces to minute details and you wrap yourself in the story. And a large percentage of the Meow Wolf experience would not be worth an Instagram. There are certainly rooms that make for a great backdrop, but you’ll find yourself drawn into dark rooms to discover story elements, and that’s what makes it such an immersive experience.

As odd as it may sound, the difficulty to document a majority of the space for social media is what visitors love about The House of Eternal Return. They’re simply engaged in an experience with friends or family. 400,000 visitors came through the Meow Wolf space in its first year. Those visitors were also drawn in by the ability to touch and interact with everything in the space. A roped off art exhibit is not as engaging as a room with a preserved wooly mammoth, inviting you to play its bones like a giant musical instrument. There’s an escape room feel that encourages visitors to find a combination to the safe, or open the fridge and check out what the family has inside. There’s a maze of psychedelic trees to explore. Around every corner, there’s a surprise waiting to be played with and touched. You’re inspired to open new doors, solve mysteries, and play music. It’s comfortable yet eerie, and it’s totally different than most art experiences in world of experiential marketing

What’s the next step for the art world? Are experiences such as the Museum of Ice Cream and the Infinity Mirrors by Yayoi Kusama at the Broad in LA overplayed? One concern is the limitations of time and space, especially for the Infinity Mirrors. The max time a viewer is allowed to remain in the room is 45 seconds, just enough time to snap a photo and revel in the brilliance of a room that feels boundless. The docents even encourage visitors to have their phones ready to snap a photo since time is so limited. Is that enough to convince someone to come to the Broad, especially if they know that they’re only going to have 45 seconds? It’s possible. But where Meow Wolf excels is a visitor is not restricted by time or rules. It’s a free play, seemingly endless space where the only limits are your imagination. That’s a draw, considering most art experiences can cost $20 a person or more. Visitors would rather explore, rather than wait in lines for an awesome photo. If your art experience can provide both, that’s what the visitor is looking for. Make Experiential Marketing a daily focus for your brand to stay peak.

What does all of this mean for lovers of art, and brands eager to contribute to art experiences? On theMeow Wolf side, they are setting their sights on other cities, with Denver and Las Vegas experiences in the works. We want to see more, and so does the community.

On the brand side, we encourage brands to work with artists, but allow the artists to keep their ideas and creativity. A collaborative process can’t be forced and controlled. A highly branded experience with little to no input from the artists will not be seen as authentic. Work together on the story. Make sure that the artists are comfortable with the interactive elements. It must be a partnership.

Brands can provide opportunities that engage beyond the visual. Food brands can offer a space to taste products in a highly visual setting. Alcohol brands could have a bar in one of the rooms. Technology brands can incorporate a space to showcase a product in line with the art experience’s theme. There are so many ways for brands to contribute, just make sure that it’s a contribution, and not a directive. Clever marketing campaigns can be highly successful, but an authentically immersive experience will go so much further towards creating lifelong brand advocates.

In the world of advertising either as an advertising agency or a below the line agency experiential marketing and new brand activation can never be left out.

Thanks

For the information opened to for this article.

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With all motivations from strategico, today we would be sharing with you all you need to know to stay ahead and engaging in the world of media buying, advertising and general promotions that will keep your brand always on the landmark.

“Lets go there”

What I like about media buying is that it’s a well-defined process, data-based, that tells you clearly if your ad spending is generating positive ROI.

Well, it is possible to obtain crystal-clear insights, but only if you have the right strategy in place.

In this case study, you’ll discover how I doubled the CTR for one of my B2B clients and connected his company with 1K decision makers.

It’s a 5 step process that you can follow along and replicate for yourself. I call it…

THE BULLSEYE MEDIA BUYING STRATEGY

Before implementing this strategy, the average CTR for my client’s Linkedin ads was a mere 0.7%. And with low engagement, sadly, comes a higher cost per click.

It took me four weeks to implement and execute this strategy, and the results were the following:

The CTR doubled, we regularly had ctr of 1.5% or higher. Some ads got ctr of 6%.
As a result, the CPC went down.
The visitors were engaged and shared the promoted article more than 700 times

Note that I used this strategy for Linkedin Ads because it’s where my client’s audience is hanging out online, but it works with every ad platform.

Now it’s time to break down the step by step process I used.

Bonus Material: Download our advanced b2b report with 4 detailed strategies to generate more leads in a B2B market.

Buying ads with focus to a location can be quite challenging to those set of people who currently do not have the idea of the industry. With a city like Lagos, Nigeria we could pull through the thick and thin to ensuring that the maximum conversion needed from a marketing campaign is reached.

STEP 1 – SMART MEDIA PLANNING TO GET YOUR AUDIENCE RIGHT

Fail to plan your media buying strategy, and I guarantee that you won’t succeed.

This first step is essential, and it’s the foundation to your media buying empire: understand your audience, its frustrations, desires and struggles.

When you analyse your customers and come up with their demographics and psychographics details, you will be able to:

Target the right audience every single time;
Don’t waste money on people that won’t convert;
Create ads that highly resonate with the audience more likely to buy from you.

The approaches We used:

CUSTOMER INTERVIEWS TO GET TO KNOW PREVIOUS CLIENTS

This method is a bit time consuming, but if you do it you will be ahead of 90% of the competition: it starts with customer interviews.
I asked my client to connect me with five of their previous clients, willing to chat with me via Skype for 15-20 minutes.

The insight I acquired were golden. I wrote down the specific words they were using to describe their problem and the solutions that my client provided them.

I saved them words for later because I would have used them in the copy of my ad.

But what if you don’t have previous clients ready to talk to you?

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HOW TO GATHER AS MUCH DATA AS POSSIBLE

Whether you spoke with previous clients or not, I invite you to do the following.

First of all, speak to the CEO, VP of Strategy or any other person that can give you insights on the kind of clients they want to target. Understand what their dream client is. Take notes.

Now move to the sales team, and ask them which questions prospective clients usually ask them.

Double check your CRM and analyse what people submitted to the contact form.

And finally, my favourite: stalk the social network profiles of previous clients and dream clients. This is an essential move because it allows you to:

See what these people are sharing on social networks
See which blogs and websites they follow.

The interests box at the bottom of every Linkedin profile.

We can now move to step 2, where we start to use all the info we gathered so far.

STEP 2 – CHOOSE THE RIGHT PLATFORM TO MAXIMIZE INTERACTIONS WITH YOUR TARGET AUDIENCE

At least at the beginning, you don’t want to promote your services on every single ad platform. Instead, you should only focus on the one platform that can drive the biggest impact.

I focused only on Linkedin because I discovered that my audience was most active on that social network.

For you, it could be different:

You may discover that lots of your dream clients are following the financial times, so you may try Outbrain to place your ad on financial news websites.
Or you discover that your clients are following a specific brand on Facebook, so that would be your best ad channel.

At this point, it also made sense to me to check my client’s competitors to see where they are most active online, and where their content is shared most. With Buzzsumo it’s really easy to do that. I just wrote the URL of the competitor, and I discovered where their top pages and articles were shared most.

Nordstrom is doing a fantastic job to engage people on Facebook and Pinterest. I would promote on these two social media channels to maximise my ROAS.

Now that I know perfectly my client and where he is interacting online, it’s time to create my ads.

PRO TIP – If you work in a B2B market you’ll want to take advantage of the granular targeting of Linkedin Ads. Discover how in my B2B media buying report.

Lagos Nigeria is got the audience that easily trills Africa.

STEP 3 – TEST MULTIPLE ADS TO FIND THE MESSAGE THAT RESONATES BEST WITH YOUR AUDIENCE

This step is crucial, and also one of the most overlooked. Most of the people simply create one ad and call it a day, but I wanted to discover the best ad possible for my ad campaign.

What I did was to craft 3 completely different messages that I thought would resonate with my audience… and I run them one against the other.

I did this because I’m applying a strategic approach to media buying.

I want data, not guesswork.

I want to be able to say “Ok I tested three messages and there’s a clear winner. Let’s do more of that and delete the underperforming ads.”

At this step I didn’t simply change the background image (that comes later) – I created three messages that are completely different one to the other. I used different words, different offers and, of course, different images.

After two weeks I started to understand what resonates with my audience. And only at that point, I created variations of the winning ads testing multiple backgrounds, AB testing headlines and CTAs.

At this point, organisation and clarity are crucial: write a very descriptive name for every ad and ad group you create.

Don’t write “ad 1” “ad 2” “ad 3”, write “winter collection white coat” “winter collection blonde girl” instead.

Now that my three ads were ready, I focused on defining multiple audiences-.
I came up with three different audiences, and I run my three ads for each audience. It’s a total of 9 ads that were running at the same time.

Do you see what I did here? I’m maximising my chance to find an ad that performs well because I’m running more AD concepts and show them to different niches of people.

Some ideas to get you started to find the perfect audience:

Test a lookalike audience based on previous customers;
Test a retargeting audience;
Test a contextual audience (based on your dream client interests).

Now that the ads and audiences are ready there’s one hot topic that needs to be addressed: price.

How much should I spend? How should I split my budget?

STEP 4 – DIVIDE YOUR BUDGET IN 3 MONTHS TO GET MORE OUT OF IT

It may seem counter intuitive, but spending less at the beginning of your ad campaign can lead to better results later.

Why?

Remember that in step 3 you just created several ads and several audiences, and you still don’t know which ones will perform better.

Give yourself minimum a week to run all your ads together and see if there are some clear losers (that you can turn off) and some clear winners (where you will invest more money).

If you have enough budget, you can do like me, and run extensive tests for eight weeks. After two full months, you’ll know exactly which ads are working or not, and you’ll have the key to scale and make even more out of your ads.

This is how I split my client’s budget.

MONTH 1

Test phase – After researching my target audience and competitors, I put together my best ideas and made some educated guesses on the message that would resonate better with my audience. I tested 3 ad concepts one against another. Just by doing that, I was able to spot underperforming ads (0.7% of CTR) and disable them to get more of my budget, running only ads with 1.5% CTR or higher.

MONTH 2

Verify – I kept looking at the data from my ads, and I verified that the ads running were still performing well. If the CTR of an ad was dropping compared to month one, I was disabling it.
Optimize – In the middle of Month 2, I started to know which was the best message, which words to use, and which concepts were driving more interactions to my ads. At this point, I was duplicating my ads and tweaking them a bit to decrease even more the CPC and get a better CTR.

MONTH 3

Scale – Now there’s nothing else to do apart from investing more! I knew what was working well, so we used a bigger budget to drive even more visits, for a lower cost, to the website.

The final question you may have for me is: I have all these great ads that are performing amazingly, but where should I drive traffic to maximise my ROI?

The answer is in the next and last step.

STEP 5 – MAXIMIZE LEADS WITH A HIGH-CONVERTING PAGE.

Mostly in the B2B world (but even for most every b2c offerings), a lead generation page can be everything you want it to be.

It can be a specific landing page, or article on your blog.

For my client, I used (and tweaked) one blog post that was deeply connected to his dream clients.

The key to generating leads was to insert a content upgrade: it’s a simple, locked, document that the reader can download filling up a form on the page.

It’s exactly what you see on this article. If you click this link, you can input your name and email and I’ll send you four additional media buying strategies for B2B companies.

An easy way to create a link like this is by using Sumo. It’s a great plugin and it’s completely free when you are starting out. After you install it, just head over “List Builder” and create a new popup. Alternatively, you can use OptinMonster.

An additional way to generate leads is by sending traffic to a simple (but effective) landing page.

Your page doesn’t need to have lots of elements or a fancy graphic, but it needs to have the right elements on it.

THE PERFECT LANDING PAGE.

First of all, remember that people that will land to your page have never been there before, so you should simplify the page as much possible and make it extremely easy for them to do what you want.

To do that, decide one single thing that you want your visitors to accomplish (for example, sign up for your newsletter, get a discount or download your white paper).

Second thing, the visitors need to see that the value of the offer is higher than the pain of leaving their email address on your website.

When you have these points clear in your mind, you can focus on the actual content of your landing page. Make sure to include as many of these elements:

Vital Business Info: Logo, privacy policy, and the name of the company.
Remove unnecessary, distracting elements like the navigation bar.
Visible call to action: Make it easy to find the sign-up/download button
Social proof: Has your company been featured somewhere important? Has your product been sold thousands of times? Write it to increase credibility.
Catchy headline: Your headline should be compelling enough to make the reader continue reading.
Relevant copy: It’s after the headline, it explains how you can solve the pain of your target customer. Use 2-3 short bullets points.
Bonus – Urgency: If you can add real urgency to your landing page (limited availability, or time-sensitive promotions), conversions will increase.

Next step: test. When your page is up and running, and you are getting data (like CTR and conversion rate), you can test more versions of your page. Create an entirely different page and compare the results.

NOW YOU KNOW HOW TO CREATE A HIGHLY EFFECTIVE MEDIA BUYING CAMPAIGN

You just learned my 5-step strategy to boost the performance of any media buying campaign.

The basic approach of creating a single ad, starting it and hoping for the best is a guarantee to fail. With my method, you’ll create a detailed strategy to minimize your risks and you’ll be sure to spend your ad budget better.

Get started, try your best and iterate based on the performance of previous ads! If you’d like us to help you implement an advertising strategy like this in your business, you can apply here.

And if you got some value from this post, let me know in the comments below.

A new Facebook study revealed that people spend 5 times longer watching video content than reading static content.

Gary Vaynerchuk, Larry Kim, and Neil Patel all used video ads to grow their audiences on every major social network, increase brand recall for their products and reach consumers at scale. But how can you take advantage of them?

In this guide, I’m going to show you:

The 6 elements your video ads must have if you want to outperform your best static ads;
The 6-second non-skippable video ad that won’t annoy your users;
How to create a “thumb-stopping” effect that gets your target audience to watch your videos and buy from you.

Ready? Let’s do it!

BONUS MATERIALS: Get my Video Ads Swipe File & the PDF version of this article

Get my Video Ads Swipe file with 14 successful video ads you can take inspiration from, and a PDF copy of this article to read whenever you like.

Yes! Give me my PDFs

CHAPTER 1

Why you need to use online video ads in 2019

With video ad spend to reach $20B by 2020, we know that more and more companies are investing in video advertising online.

Why? Because they work. From Lagos Nigeria to other parts of Africa we are sure that advertising is key

US Digital Video Ad Spending, 2017-2021 (billions)

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In fact, the average time viewers spent watching video ads in 2017 has grown by 19% compared to the year before.

On top of that, the Video Completion Rate (Videos Played All the Way Through) reached a staggering 69% in 2017.

Average video ads completion rate:

But if you want to succeed with digital video ads in 2019, there are some things you should know.

First, like for every digital marketing channel, also the video space starts to get saturated (the law of diminishing returns affects any kind of advertisement) and CTR is lower compared to previous years.

To win the video ad war, last year we saw more companies competing with shorter ads. To start, Snapchat limits ads to a max of 10 seconds, and also Facebook recommends video ads to be 15 seconds or shorter.

IAB released a great research and discovered that 10 second videos can help maximize impact among Millennials, who are particularly sensitive to mobile ad clutter. Mobile video ads for this audience should be well targeted, relevant and enjoyable to help maximize its potential impact.

An upside of shorter ads is that they allow more ab testing: it’s much easier to create four versions of a 10-second ad, than four versions of a 30-second ad, give the same budget and timeframe.

The last trend, of course, is about mobile.

In fact, mobile video viewing broke records in 2018.

But that’s not all:

Forrester discovered that mobile is forecast to account for 72% of the growth in spending on online video advertising in the next 5 years.

With a CTR higher than any other type of ad, you start to see why you should invest in video advertising.

But how do you plan and create an effective video ad?

Keep on reading, the answer is in chapter 2.

Video ads have the highest click-through rate (CTR) of all digital marketing ad formats.

Source: Ayat Shukairy, Invesp

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CHAPTER 2

How to Create an Highly Effective Online Video Advertisement

So you want to create a video ad. Where should you start?

It’s simple: from a detailed plan.

Who fails to plan, plans to fail, they say, and this is absolutely true for video ads, that require a good investment of time and money.

In this chapter, you’ll discover how to optimize your ad budget for maximum results, and the best practices to create an high-impact ad.

BONUS: Get my video ads swipe file with 14 successful video ads.

#1: Plan before you buy

The goal of media planning is to determine the best combination of media to achieve the marketing campaign objectives. In our case, we‘ll plan for the creation and the promotion of the best video ad possible.

The upside of media planning: you create a comprehensive strategy so you’ll know where you are going and you won’t waste your budget creating an ad that doesn’t convert.

The downsides? None. It’s a crucial step that should never be overlooked.

What I want you to do is to get to know your customer and write down everything you may need for your video ad: the exact words to use, the features of your product you should mention, which social networks to use to promote your web video ad.

You have several ways to gather this data:

MEDIA PLANNING STRATEGY N. 1 – CUSTOMERS INTERVIEWS

Find five previous customers willing to chat with you on the phone for 15-20 minutes, and understand why they bought from you.

Write down the exact words they are using to describe your product (you’ll use them later in your ad).

Understand where they hang out online: you’ll use this info to understand which channels use to promote your video.

MEDIA PLANNING STRATEGY 2 – GATHER AS MUCH DATA AS POSSIBLE

ASK AROUND – Talk with the CEO, VP of Strategy and anyone else from leadership that can give insights on who their dream client is.

TALK WITH SALES – What do prospective clients ask them?

CHECK THE CRM – What are people saying when they contact the company?

STALK CUSTOMERS ONLINE – Get the name and surname of 20 past clients and check them online. Discover which social networks they use every day, what content they share, and which pages they follow.

The interests box at the bottom of every Linkedin profile.

MEDIA PLANNING STRATEGY 3 – CHECK YOUR COMPETITORS

You should also check what your competitors are doing online.

By using Buzzsumo, you can understand which topics are getting the most shares (these can be useful ideas for your videos) and in which platforms they are being shared.

You see where I’m going with this?

You are making your life easier because with these three strategies you understand what your customers want to hear, and where they want to hear it.

PRO TIP: To get more insights and a real example of a detailed media planning and media buying strategy, you should check out Top Brand Management Company In Lagos Nigeria

#2: How to put together your video ad

Now that you know who you are talking to, and what your prospective customers want to listen, it’s time to put together your video ad.

Here some tips for a great ad.

1. Recording tips

If you are recording the video yourself, you should put together a script, understand how your camera works, how to set up a basic studio and how to cut and compose the video. Hubspot created the best guide I found online on the topic.

2. Create a video listicle

If you don’t have the resources to create a professional video with talking heads, you can create short listicles, precisely like Business Insider does.

A video listicle is a short video that features a list of interesting facts on a specific topic, and it’s quite straightforward to create. You can use it as a teaser for an in-depth article or show some key features of your product.

There are several tools you can use to easily create videos. With Magisto you can upload your single photo shots and images to Magisto, choose a theme, and the tool will put them together for you with AI.

If you want to create videos entirely from zero, I recommend Animoto or Wave.Video. I created the video above with Wave: it’s more expensive than Animoto, but it has more features than other online tools I tried. I liked it because it’s easy to resize a video for the different social networks with just a few clicks, and there’re lots of text effects.

And if you need completely free stock videos, I got you covered too with Pexels. You can thank me later!

3. Design with mobile in mind

From the moment of conception, you need to be thinking about your video in terms of mobile devices first, everything else second.

First, because most of the people will be seeing your video ad from mobile anyway, second because some apps (like Snapchat) are mobile only.

Some best practices to get mobile ads right:

Consumers are sensitive to mobile ad clutter: ads should be well targeted, relevant and enjoyable.
Brand logos, brand cues and product shots are large enough to be easily seen on smaller mobile screens.
Create ads that can still convey a message if shortened to 10-20 seconds.
The initial frames of an ad should be well branded and engage to capture consumers’ attention and still have an impact if closed or skipped.
30-second ads can be considered for mobile if the goals are to communicate complex information, to increase persuasion among consumers ages 35+ or to drive consumers to take action.

4. Experiment with shorter ads

Ads shorter than 15 seconds (but that are usually around 6 sec) are gaining momentum because they are successful at capturing the attention via mobile.

When you can use a 30 sec ad to tell your full story, you can experiment with a 15 sec version to improve reach and frequency, reinforce your message, and reduce overall campaign costs.

Online advertising research by Google

There are three main ways you can take advantage of them.

Tease

You can use a short ad to seed an idea, and reveal the full story with a longer ad weeks later.

Example of a tease video ad made by KFC.

Amplify

Run your long and short ad together to increase ad recall.

Echo

When your primary campaign is finishing, you can connect short ads to retargeting (read here if you want to learn how to do effective retargeting video ads) to increase ad recall and convert more viewers, by showing your short ad only to people that saw your full-length video.

For any online video advertising platform you choose, just make sure to follow the guidelines below to create ads of the appropriate length.

5. Design with sound off

As part of your efforts to think about the mobile platform first, design videos that can be fully understood and enjoyed with the sound off. After all, the best sound for facebook video ads is silence.

Use text overlays to convey essential points and always use titles, captions and similar techniques so that people know what is going on.

Netflix is, of course, doing it right:

One nice exception is Snapchat that starts ads with the volume on by default.

6. Check your progress

As Kim Larson from Google points out, you should make sure to measure progress with the right metric.

Don’t simply track views, but use KPIs that make sense to your business goals.

The beauty of video advertising online is that, unlike with television, we actually can measure every different metric in real time, so follow Kim’s advice and make sure to track the ones most important to you.

Image from: Think With Google

Now that you know how to plan your video advertising strategy, how to create your video and how to track the results, we can finally start buying ads. The next chapters will guide you to create video ads in the most important advertising platforms online.

Let’s go!

CHAPTER 3

Spread your message like wildfire with Facebook Video Ads

Facebook provides incredible opportunities to target the perfect customer on granular levels.

With Facebook video ads, you can take advance of metrics like personal interests, locations, website visits, custom and lookalike audience.

Whether if you are a B2B or B2C marketer, you should have Facebook video ads as part of your digital marketing strategy.

BONUS: Get my Facebook Ads Swipe file.

How to make the most out of Facebook Video Ads

On Facebook, users aren’t forced to watch your video ad to get to the next thing in their newsfeed. 98% of the time they just scroll right past your video ad. So Larry Kim (CEO of MobileMonkey) tells people to make the ad’s pitch in reverse.

Make sure that the “explosions” are happening at the very beginning of your Facebook Ads, to capture attention immediately, and then later explain the why/how.

If you want to create a Facebook video ad that really stands out, I’ll share with you some advanced tactics in a bit.

But right now, let’s focus on the basics. Here some guidelines and best practices you should always follow for video ads on Facebook:

Use square videos (1:1). They take up 78% more real estate in a person’s mobile newsfeed than landscape video (16:9). Studies show that 1:1 outperforms landscape videos by 30-35%
Think silent. 85% of videos are viewed on Facebook without sound, so make sure to add captions.
Facebook’s Autoplay will count 3 seconds as a “view”, so make the first 3 seconds count.
Use high-resolution: 720p or 1080p HD.
Facebook video ads recommended length: 15 seconds or shorter.
Use as less text as possible in the ad image preview. Facebook may block your video ad if there is lots of text on top or around your video.

And now the advanced tactics you were all waiting for.

Use the combo video + Facebook lead generation forms

As Hope Horner from Lemonlight pointed out, if you use this strategy right, it can be a marketing goldmine. Lead ads allow users to share their contact info directly on Facebook, which can result in more subscribers than driving them to an external landing page.

You can later use the leads as you want: add them to your newsletter or use them to create custom and lookalike audiences.

The video comes in handy if you are promoting a physical location or a saas. For example, you can:

Showcase your offering with video (like a coworking space or a gym) and offer a free day pass.
Do you have a restaurant? Show videos of your food and offer a 2-for-1 voucher upon signing up.
Do you run a saas? Show some features of your program and offer a free trial.

To create the best lead video ad of the whole internet, simply log into Facebook Ads manager and choose “Lead Generation”.

Define your audience like you would usually do for any facebook ad.

Upload your video.

Now you can finally create your form. Make sure to ask only for the essential info, if you want to maximise signups, or to add more fields if you’re looking for fewer but more qualified leads.

Create a custom audience from video views

Imagine being able to target only people that love your content so much that they watch your videos until the end.

Well, Facebook allows you to do precisely that (and much more) to re-engage users and drive more conversions.

In fact, it’s possible to create an engagement custom audience of people who’ve interacted with your video on Facebook:

People who viewed at least 3 seconds of your video
People who viewed at least 10 seconds of your video
People who viewed at least 25% of your video
People who viewed at least 50% of your video
People who viewed at least 75% of your video
People who viewed at least 95% of your video

With this strategy, someone can view your video — with or without sound — and automatically be added to an audience to target later.

How you do it:

1 – Go to your Audiences, click the Create Audience drop-down and choose Custom Audience.

2 – Click Engagement

3 – Click video

4 – In the “Engagement” field, choose the amount of time you want people in your audience to have spent viewing your video.

5 – Click on “choose videos” and choose a video that you previously shared on your Facebook or Instagram page.

Congrats, you can now target this audience with a new ad!

Create perfect loop video

Perfect loops are like good GIFS: videos that seamlessly blend from end to beginning.

They are easy to make and great if you are on a budget, but you still want to create beautiful looking mini-videos.

They are ideal for social because the viewer can’t understand when the video finishes (it’s in a perfect loop), so they help to get more people to watch your videos till the end, or more.

One example:

If you want to create a perfect loop, you have several options.

1# strategy: Giphy

Go to Giphy, download a gif in MP4 video format. You are done.

Source: Gyphy

2# strategy – iMovie

Open a video you own in iMovie and cut a single scene that you can play on a loop.

Save.

Use as your video ad.

3# strategy – Specific software.

Flixel specialises in “cinemagraphs”, mini videos composed of a part (usually the main subject) that doesn’t move, and another part (usually the background) that moves. Exactly like in the Adidas example above.

There’s a free trial for iOS and MacOS.

Alternatively, try Animoto: upload a video you own to their website, choose a 5-second frame that would be nice in a loop, add filters and some copy, and you are done. It’s similar to the iMovie strategy but easier to use and with more available effects.

With this, we conclude Facebook video ads.

Next up: Instagram!

CHAPTER 4

Reach your dream client with Instagram Video Ads

Instagram video ads are ideal if you want to increase web traffic sales and drive awareness.

With the help of highly-visual content, you can get users to engage with your posts and show off your B2C offerings.

But why should you advertise on Instagram in the first place?

BONUS: Get my Instagram Ads Swipe file.

Overview

Let’s start with some stats:

A study by Instagram found that 60% of their users learn about products and services through the platform, and 75% of them took actions such as visiting sites, searching, or telling a friend after seeing an Instagram post.
Again, Instagram looked at more than 400 campaigns globally and found out that ad recall from their ads was 2.8 times higher than Nielsen’s norms for online advertising.

As you can see, Instagram is a great platform to advertise, but before starting your next media buying campaign you should ask yourself:

Is my target audience on instagram?

Let’s start with demographics.

According to Statista, in January 2018 the most active Instagram users were men and women, 18 to 34 years old (61%).

With this in mind, you should understand if your target audience talks about your industry/product/service on Instagram.

Facebook surveyed 11,000 young adults and, from their video advertising research, they discovered that some of the most popular topics on Instagram are the following:

Fashion/beauty, food, TV/films, hobbies, music.

Finally, ask yourself: can we create visual content that blends into our target audience’s Instagram feed?

According to the same Facebook study above, “Instagrammers appreciate aesthetic quality in visual content”. Instagram is a visual-first platform, where visual content, rather than text, is the primary form of communication.

If your product/service tick all the three boxes above, congratulations. Instagram is the perfect platform for your brand!

Let’s see some best practices to maximize the effectiveness of your ads.

Use the right format: square format (1:1) works best if posting on the Instagram feed; Buffer discovered that it costs 33% less than landscape. Use vertical format (9:16) for stories.
Create videos with audio for stories, create videos without sound in the feed (more on this below)
Since users will click on ads from the Instagram app, you should optimize your landing page for mobile first.
Create content that blends in with the organic feed. To stand out, create videos that are beautiful, thoughtfully composed and artfully presented.

Facebook vs. Instagram video ads

Since the two platforms are considerably different, Marketing Land points out that long and conversion-centric content should live on Facebook, while you should leave Instagram to the artsy, visually appealing videos.

Instagram ads use the same advertising system as Facebook. You can specify your target audience’s location, demographics, interests, behaviors, and more. You can even target people who have bought from you or interacted with you and others like them.

As a result, you can use the same strategies that we discussed on the Facebook ads chapter, and apply them to the two types of Instagram video ads available to you: stories and native.

Stories Video Ads Best practices

Stories ads run in a full screen, vertical format. This means all your Stories video ads format must be portrait (9:16 aspect ratio).

With 60% of stories viewed with sound-on, be sure to share content that sounds as good as it looks.

You can also experiment with text overlays. Videos with text on top work very well compared to non-text videos to build brand awareness or to drive action through purchases and installs.

Why should you use story ads? Because the use of Instagram Stories is growing.

A lot:

Ad specifics:

Resolution: 1080 x 1920 pixels
File Size: 4GB Max
Instagram Video Ads Duration: 1 to 15 seconds
Maximum Video Ad Ratio : 9:16
Sound: Optional but recommended
Video thumbnail: images that consist of more than 20% text may experience reduced delivery

To create your first Instagram Story ad, simply head to Facebook Ads Manager and create a new ad. When it’s the moment to choose where to display your ad, disable every placement except for Instagram stories.

High impact, low budget Stories

If you don’t have a big budget, you can still create Instagram Stories of high impact, by using the stop motion feature of the instagram app.

Simply open the app and start creating a new story.

Select “stop motion” from the available options on bottom of the screen.

Now play with the product placement and take multiple pictures to show your product as if it’s moving.

Save and upload as an ad with the “Ads Manager” app.

Check the full tutorial here.

Native Video Ads best practices

You can post Instagram video ads in either landscape or square format. However, square videos have the edge over landscape videos.

Square videos consume more space on the user’s screen, meaning that your viewer is not distracted by other posts and the metrics (views, likes, comments, etc).

But don’t stop there: AB test a square video with a video with an aspect ratio of 4:5 to see what’s performing better for you.

Native videos specs:

Resolution: at least 1080 x 1080 pixels
File Size: 4GB Max
Instagram Video Ads Duration: 1 to 60 seconds
Minimum Video Ad Dimensions : 4:5
Maximum Video Ad Dimensions : 1.91:1
Text under the video: Two rows of text will display
Video thumbnail: images that consist of more than 20% text may experience reduced delivery

How to set up an Instagram video campaign.

There are several ways to promote your video on Instagram.

Some of them offer you more options, while other are simpler and faster to use.

If you want to have access to as many options as possible and be in complete control of your ad, use Facebook Ads Manager or Facebook Power Editor. For a quick and easy way to promote your video, you can directly use the Instagram app (you’ll need to have a business Instagram account for that).

For a detailed tutorial on how to place ads, I recommend you to check out this great guide that Buffer put together on Instagram ads.

Anyway, to create Instagram or Facebook ads, I usually use Adespresso. It’s a great tool because it makes it extremely easy to test multiple variations of your ad: you can test various headlines, descriptions and videos. Here a great tutorial to set up an Instagram video ad campaign in Adespresso.

One strategy to test: User Generated Content in Ads

User-generated content is a form of content that was created by users, not by a brand.

The power of this kind of content is its trustworthiness: since it was created by real users, it appears more genuine.

In fact, according to Nielsen, 92 percent of consumers say they trust earned media, such as recommendations from friends and family, above all other forms of advertising.

Image source: Nielsen

User-generated content can help with conversions as well: customer product photos on a product page can increase conversion by 4.6%.

What’s more, many users have no objections against having their content used by brands. Iconosquare, for instance, found that 65% of users would feel honoured if a brand liked one of their posts.

If you have an active group of followers for your brand, scout for the best videos and ask them permission to repost them and promote them with ads. You may be amazed by the results.

CHAPTER 5

Connect with B2B decision makers with Linkedin Video Ads

Video ads are the brand new addition to Linkedin ads.

Currently available on mobile only, Linkedin video ads are auto-playing videos that can drive more visits to your website or more sign-ups to a LinkedIn lead generation form.

They are an excellent opportunity to target B2B companies, so let’s see why you need them and how to set them up.

BONUS: Get my Linkedin Ads Swipe file.

Overview – B2b video advertising done right

We can say that with a very peculiar demographic, LinkedIn is the best platform for business-to-business interactions.

Your LinkedIn campaigns can help you gain visibility for your brand, generate leads, and boost traffic to your web pages with thought-leadership content.

The most amazing part of LinkedIn ads is its audience creation. If you want to target b2b prospects, there’s no better way to do it.

Linkedin ads are way more expensive than Facebook ads (in my experience, I’m talking minimum 10 times more, after optimisation) but you’ll have the possibility to target Linkedin users by, among other things, their seniority, their job title, or the industry they work in.

If you are starting to see how powerful they can be, you’ll be happy to know that now you can also create custom audiences based on company names, and retarget your website visitors as well.

Linkedin rolled out video ads on March 18, so make sure to be among the first to take advantage of them!

Source: Linkedin Video Ads

Here some best practices for you to follow:

Show what you want your audience to see in the first 10 seconds of the video (the viewer attention drops after that point).
Think like a silent film director: a significant portion of LinkedIn members will watch your ad with the sound off. Consider adding video subtitles.
Feature a clear CTA (call to action), so your audience knows the next steps to take after watching your video.
Keep videos under 30 seconds for brand awareness and brand consideration goals; test longer videos for demand generation. The general guideline for top-of-funnel videos is 30-90 seconds, but content can be longer from the middle of the funnel.
A/B test the same content with different lengths: short looped videos (5-15 sec) to encourage your audience to learn more; Medium (~30 sec) with quick product overviews; Long (1 min+) richer stories that make an emotional connection.
Measure success with demographic reporting to understand which audience segments have the highest video view rates (example in the image below).

Source: Demographics for your ads

Essential components of a b2b video:

BlitzMetrics CEO Dennis Yu shared with Linkedin his tips to condense messages into quick-hitting 60-second videos that are more likely to be viewed in their entirety:

Hook: Capture attention within the first 3 seconds
Ignite Pain/Pleasure: Identify problem or opportunity in 3-15 seconds range
Describe Solution: Explain what you offer and why it will help viewers from 15-50 seconds
Call to Action: Leave with an actionable next step in the final 10 seconds

Linkedin video ads specs:

Length: Three seconds to 30 minutes (Tip: most successful video ads are less than 15 seconds long)
Layout: Horizontal (vertical videos are not supported)
File size: Between 75 KB and 200 MB
File format: MP4
Pixel and aspect ratio requirements: up to 1080p
You cannot upload more than 25 Videos in Campaign Manager within 24 hours.
You can only upload videos from a desktop computer, not from your mobile device.

How to create a video ad campaign on Linkedin

Choose any of the ad formats available. With any of them you’ll be able to use video as ad format:

Choose video as ad format:

Now upload your video based on the guidelines explained above in this chapter, and later click on “sponsor selected content”.

Now it’s only a matter of choosing the right audience for your video ad, your budget, and submit to Linkedin for approval.

The next step is to simply wait while you generate views and clicks on your ad.

After a couple of days, you can check your data to see how many people watched your video in full or until a certain point.

To do so:

Sign in to Campaign Manager.
Click account name for the account that contains your video ad campaign.
Scroll down to the Campaigns table and click the campaign that contains your Video Ad.
Scroll down to the Ads table and click the Video tab to see performance metrics for each of your creatives.

Source: Linkedin Help

CHAPTER 6

Maximise your reach tapping into additional video platforms

Social networks are not the only platforms where you can promote your video ad.

There are lots of additional networks that can allow you to reach more customers on more websites.

I’m gathering the most important ones in this chapter but be warned – some are really high level, and you’ll need a huge monthly ad spend to be accepted.

Taboola

Tabola places its ads on some of the greatest websites of the world – in 2017 they reached 1.4 billion people a month, which is around half of the global internet users.

Taboola Feed is a feed of promoted news that appears after an article on websites that are using Taboola, and it can display video ads as well.

You can learn more and register for Taboola here: https://www.taboola.com

Oath by Verizon

Oath is a subsidiary of Verizon that serves as the umbrella company of its digital content subdivisions, including AOL and Yahoo! Oath includes Brightroll and One by AOL.

To push your video ads to their websites, which include Huffington Post, TechCrunch and 40 more brands, you can contact them directly from here

SpotX

Spotx Is an online platform that focuses only on video ads.

On their website, they claim that they can provide a direct pipeline to premium supply and buy video through public, private and curated Marketplaces.

They work with Zynga, Spotify, and CBS Local among others, so it’s worth checking them out.

You can learn more and contact them here

Adobe Primetime

It’s a cloud-based service that helps broadcasters, cable networks, and service providers capitalise on their data and technology to increase advertising and subscription revenue.

They use machine learning, data and dynamic ad insertion to reduce ad waste and improve the targeting of your ad.

They have NBC and Comcast among their customers, and you can check them out here

Exponential

It’s an advertising platform that can connect your brand with more than 700 million users globally (on desktop and mobile).

They have a unique approach to audience modelling: they look for the ideal behaviour, the activities and interests that indicate if a person will convert, regardless of what their profile may look like as a whole.

Some of their partners: Microsoft, Mastercard, IBM, Kellog’s.

Learn more about them here

Videology

Videology is an online platform that provides advertising across both TV and digital video.

If you’d like to promote your video ad on television, check them out.

YuMe by RythmOne

It’s a provider of video and connected TV inventory, unique consumer insights, and cross-screen targeting technology. They claim they can help you reach and engage consumers wherever and however they consume video content.

Check them out here.

CHAPTER 7

Take advantage of advanced targeting with Twitter Video Ads

Twitter videos mirror the platform where they are hosted. To make an impact, they must be quick, personal and entertaining.

Mix them with the advanced advertising capabilities of Twitter ads, and you’ll have the perfect formula to gain new followers for your brand and drive conversions to your website.

BONUS: Get my Twitter Ads Swipe file.

Overview

Let’s start with some basics, and you’ll learn why you’ll love Twitter video ads.

First of all, Twitter’s ad targeting is insanely great.

You can target by keyword, hashtag or people that follow specific Twitter profiles: use these options if you are building your database or if you want to do some brand awareness.

You can also use “engager targeting”, which means to show your ad only to people that interacted with your tweets in the past – use this to drive more conversions to your website!

Finally, with “tailored audiences”, you can take advantage of retargeting your website visitors directly on Twitter and get highly relevant views for a very low cost.

So why choose video ads?

Well, tweets with video are 6x more likely to be retweeted than Tweets with photos, and you can use any of these targeting options we just discussed.

Here some best practices for scroll-stopping videos:

Use a hook. Build in an intriguing set-up or dynamic set of actions to hook the viewer in the first few seconds.
Show your logo. Feature your brand logo or product at the beginning of your video to drive brand association from the start.
Humanize your videos. Videos showing people in the first few frames have been proven to increase view rates and drive 2x higher retention. (source)
Tell a story. Videos with a clear beginning, middle and end can increase viewership (source)
Videos that simply aim to entertain your audience can lead to a 15% higher intent to share (source)
Include captions. Use captions and visual cues to pull the viewer through the video and make it easier to process.

And these are the specs for Twitter video ads:

Title (under video): 70 characters.
Description (under video): 200 characters.
File type: MP4 or MOV.
File size: 1GB Max
Max time: 2 minutes and 20 seconds

Here below, some strategies to get the most out of Twitter video ads.

Strategy 1 – How to get more video views

Let’s create a campaign with the sole focus of maximising the views of your video.

To start, go to https://ads.twitter.com/ and choose “Promoted Video Views”.

Now decide your budget and, optionally, start and ending time.

Now it’s the tricky part, so pay attention because you’ll need to go back and forth between 3 separate tabs on your browser.

You’ll need to create a new sponsored tweet that contains your video, and to do that the first step is to create a new tweet by clicking on the blue icon on the right:

On the new tab of your browser, click on “Select Video” and “Media Library”.

From the new tab, click on “Upload Media” and on the blue button to compose a Tweet:

Now you can finally compose your tweet. If you want to can link back to your site but that’s optional. I recommend to “Edit media settings” to add a title and description to your video, and to click on “promoted only” to use this tweet only for your paid campaigns.

Click the blue button “tweet” and your tweet will be ready.

You now go back to the first tab (I told you this was going to be tricky) and:

Click on refresh
Choose “promoted-only tweets”
Write the first couple of words of your tweet to make it appear from the list
Click on the tweet to select it
Press “next” on the top right of the page.

Now that the tweet is ready, you can now define the right audience to promote it.

In my case, I wanted to target people in the UK that search for “Larry Kim” or that are following him (or similar accounts):

When you are happy with the settings, click next.

In the next page, you can change the bidding, and clone the ad group you just created by clicking on “Clone Ad Group”.

If you click there, your “ad set” will be duplicated. Use that if you are testing multiple videos and multiple audiences.

When you are ready, click next, and you will arrive at the final page.

Review the details of your campaign and click “Launch campaign” to start your Twitter video ad campaign!

Strategy 2 – Drive targeted visitors to your website with a Video Website Card.

Video Website Cards are a creative format that combines the power of video with the ability to drive users back to a site to learn more or take action immediately.

With a Video Website Card, businesses can:

Attract qualified consumers with an immersive auto-playing video showcasing their brand’s value, product, or service before a person clicks through.
Extend brand engagement beyond the end of the video with creatives designed to drive consumers to your site to learn more or take action.
Keep consumers’ attention as they move down the funnel.

How they work: when a user clicks on a video on mobile, the video anchors to the top of the screen and continues to play while the website loads below it.

To create a video website card, we’ll follow the strategy 1 explained above, but with a few differences.

First of all, our goal will be to generate website clicks or conversions:

Next, when you are creating your new tweet in compose mode, you’ll click on “select card” and “card library”.

From the new tab, click on “Create Card” and “Video Website Card”.

Fill up the card with your video, headline and URL and click on “create”.

Now head back to the previous tab of your browser (the Compose mode) and choose your video website card from the dropdown menus on bottom right (make sure you choose “video”):

Finally, head back to your first tab and search for the tweet you just created:

All the rest of the process stays the same: choose your targeting, your bidding method, and you’ll be ready to confirm and start your campaign!

CHAPTER 8

Get high CTR with Youtube Video Ads

YouTube processes more than 3 billion searches per month, and it’s the second largest search engine online right behind Google.

For most of its users, it serves a fundamental purpose: discovery.

Placing your video ad inside a youtube video, you are making sure to target a big audience that is willing to learn more about a specific topic or product, making it a fantastic platform to advertise on.

BONUS: Get my Youtube Ads Swipe file.

Overview – Your Guide to Youtube Advertising

Compared to Facebook, Youtube video ads are more “traditional”, since you can basically force users to watch your ad for 5 or even 15 seconds. That means you can take your time and tell your story, and ultimately build up to a punchline at the end, just like a normal TV commercial.

Another great thing you should know is that advertising on youtube is more affordable than you think.

The cost per view of your ad varies for several reasons, but mostly because of your target market. For a very competitive market in a country like the US, you can expect to spend 0.50$ or more, but for other markets the cost is much lower, ranging between 10 and 30 cents per view. Larry Kim points out that in the USA, a typical CPM for (Facebook or) YouTube ads is around $15.

Of course, more factors influence the cost per view. They are:

Video quality. Make sure to have a professionally written script, high production and image quality (more on this in chapter 2)
Targeting
Ad placement

A great reason to choose Youtube to advertise your videos is that you only pay when people decide to watch your ad. For example, when someone chooses to view your ad for at least 30 seconds or engages with it – like clicking on a call-to-action overlay.

Youtube offers you four different video ad formats.

Skippable video ads – the most common type of YouTube ad. These are the ads you see before during or after a video; a viewer can skip your ad after 5 seconds.
Non-skippable video ads – Viewers must watch the entire 15+ second ad which may deter viewers who don’t know the value of your videos.
Midroll ads – Currently available for videos over 10 minutes: the ads are spaced within the video, like TV commercials. Viewers must watch ads before continuing through the video.
Bumper ads – these are non-skippable videos of max 6 seconds which a viewer must watch before seeing the main video.

Which advertising option should you choose on Youtube?

Skippable video ads are the lowest risk ads, given that you pay only when a viewer watches 30 seconds or till the end of the video ad.
Non-skippable video ads (midroll or before the video) may generate higher CPMs than other ad formats on YouTube, but they have higher video abandonment.
Bumper ads are non-skippable but so short that the users won’t feel annoyed. Use them to keep your brand on top of mind. They help driving upper-funnel goals like ad recall and awareness.

Let’s see in detail how to optimise your next video ad campaign on youtube, step by step

How to create and optimise your Youtube video ad.

First, go over to Adwords and create a new campaign from the blue button.

From Campaign Type, click on Video, choose your main goal for this campaign and click continue:

The process from now on is very straightforward, so I want to focus only on a few points.

Networks

Youtube search results – This option allows you only to create a “video discovery ad” that appears on YouTube search results only. It’s a promoted search result (made of an image and some copy). By clicking on it, your video ad will open.

YouTube videos & Video partners on the display Network – This option allows you to create “video discovery ad”, “in-stream ads” and “bumper ads” that will appear on Youtube videos, channels, homepage and on a collections of sites part of the Google Display Network.

Targeting options

There are several targeting options to allow you to show your ad to the right people.

Languages & Location – once set, these options will be the same for the whole campaign.

The following options can be different for every ad set so that you can easily ab test different segments:

Demographics – Age, gender, parental status, household income
Audiences – Target people based on their interests, or by the products they are actively looking for.
Remarketing – You find this option inside “Audiences”, it allows you to target people who previously interacted with your business and create similar audiences. If you created lists of people that previously watched your videos, you’ll find them here as well.
Keywords – Show your YouTube ads to people that searched specific keywords on YouTube.
Topics – Show ads on content about specific topics. Topic targeting is a simple way to place your ads on many web pages, apps, and videos about a particular subject.
Placements – You can decide exactly where you want your ad to run. On the Display Network, a placement can be an entire website, a specific page of a site, or a mobile app. On YouTube, a placement can be a specific channel or a video.

Ad Creation

Here you’ll be able to upload your video or link any video already hosted by youtube (it doesn’t need to be connected to your account).

One note: to choose a different thumbnail, you’ll need to edit the video from youtube and change the thumbnail there.

Make sure to choose the right type of ad (in-stream, video discovery or bumper ad) and after you write your headline and description you will be ready to confirm your campaign and start your ad.

With this, we concluded our chapter on Youtube ads.

Let’s move to the last chapter, which focuses on a fantastic platform to target millennials: SnapChat!

CHAPTER 9

Target Millennials with Snapchat Video Ads

If Millenials are part of your target audience, you should definitely run Snapchat video ads.

Snapchat has a young audience, but more than half of new users currently signing up are over the age of 25, making this a fantastic platform to advertise several B2C products.

Let’s see why Snapchat is different compared to other platforms, and how you can take advantage of that.

BONUS: Get my Snapchat Ads Swipe file.

Overview

Snapchat is growing – and growing fast.

To make a comparison, Snapchat’s daily active users grew by 5% in the last quarter of 2017, while Facebook grew only by 2.2% – with a total of 187 million average daily active Snapchatters globally.

And when users are active, it seems that they can’t live without Snapchat:

https://forbusiness.snapchat.com/blog/whos-on-snapchat-anyway/

The community spans a broad age range. A lot of people think it’s just teens who Snap on a regular basis, but the audience is ageing up.

They do have a large audience of teens and young adults, but more than 50% of daily new Snapchatters in the US are 25 or older, and nearly one-third of adult Snapchatters are parents.

Another thing that sets Snapchat apart is the amount of time users spend on the app each day – daily active Snapchatters open Snapchat an average of over 18 times every day.

Crazy right?

If you want to reach any of the 185M active users with ads, you have several options: video ads, filters and lenses – but since the aim of this article is “video ads”, we’ll focus here only on the first category.

The Snap Video Ads

There are four advanced types of video ads, but they all start with a “snap ad”: a full-screen, 100% viewable video ad of max 10 seconds, with audio on by default.

Some specs:

32 MB max of file size
Minimum size: 1080 x 1920 pixels
Required Ratio: 9:16
Length: 3 to 10 seconds
More requirements here

After you create you snap ad, you can decide if you want to stick with it (usually to generate more awareness for your product) or if you’re going to drive action using one of the following:

“Web View” to send the user to your website;
“App Install” to drive more downloads of your app;
“Deep Link” to re-engage users of your app;
“Long Form video” to show a video in full, after you showed a teaser with your snap ad.

How to choose the best audience possible for your video advertisements.

To create a new ad, simply head over to https://ads.snapchat.com/, log in with your Snapchat account and create a new campaign.

I recommend choosing “Advanced Create” to have the ability to create multiple ad sets and test your ads with different audiences.

In any case, you’ll have the possibility to choose the best objective for your campaign:

After this, you can define the audience for each of your ad sets.

One note here: the audience options will depend on the country you are targeting.

For example, if you target the United Kingdom, you will only be able to target users by “Lifestyle” (that are long-term interests of users), but if you target the US, you have three additional options:

Shoppers – what people buy in stores or restaurants
Viewers – what people watch on tv or online
Visitors – where people usually go with their smartphone

https://forbusiness.snapchat.com/audiences/

One note on custom audiences

Snapchat, like other platforms, gives you the ability to create custom audiences: you can import a list of emails or device IDs to reach your customers and their lookalikes.

To create a new custom audience, click the arrow on the top left of any page and choose “Audiences”.

Ad creation

Going back to the creation of a new campaign, when you are ready with your audiences, you can move to the next and final step: ad creation.

Digital Video Ads Branding Marketing

Follow the guidelines explained at the beginning of the chapter to create a video that complains with Snapchat video specs and upload it to “Topsnap Media”.

Add the name of your brand, a headline and a call to action, and you will be ready.

Review your campaign and press “Publish Campaign” to submit your ads for publication!

ADVERTISING IS KEY BUT CREATIVITY IS MORE THROUGH CLEAR BRANDING

admin — Fri, 29 Mar 2019 22:09:53 +0000

All From 6pMarketing as an edge in the creative era. This are some of the outstanding works that were recognized in the year 2018 and we hope to have some of our works also recognized in Cannes in 2019.

Celebrating brilliance in marketing and communications, the Cannes Lions are the most prestigious awards in the advertising industry. On November 21, 6P joined local industry members for a special sneak preview of the 2018 winners.

Every year we share our favourites, as we hope to inspire others with what strong marketing can do. These commercials prove how tapping into consumers’ emotions can make an unforgettable impression.

Seeing winners from all over the world made us proud to be part of an industry that can evoke such strong feelings through creativity and imagination. We hope you enjoy our top picks from among the winners.

The talk – P&G

It’s a tide ad – Tide, P&G

Welcome Home – Apple

Announce – Skittles

Forever – ELE Thailand

Lost panda – tile

Web of Fries – Nacho Fries / Taco Bell 3

The Hair Talk –Sunsilk / Unilever

Imagination – The north face

Teasing John Malkovich – NFL Playoffs

Survivors – Save The Children Foundation

World’s Most Honest Tourism Film – Madhya Pradesh Tourism

Saved by Monster – Monster.com

Apocalypse – Apple

The works recognized at the 2018 Cannes Lion is described as organic, connected and appealing to the respective audience that they are meant for.

DID YOU ENJOY THE ARTICLE? Thanks to 6pmarketing for the expose

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CUSTOMER INTERVIEWS TO GET TO KNOW PREVIOUS CLIENTS

HOW TO GATHER AS MUCH DATA AS POSSIBLE

STEP 2 – CHOOSE THE RIGHT PLATFORM TO MAXIMIZE INTERACTIONS WITH YOUR TARGET AUDIENCE

STEP 3 – TEST MULTIPLE ADS TO FIND THE MESSAGE THAT RESONATES BEST WITH YOUR AUDIENCE

STEP 4 – DIVIDE YOUR BUDGET IN 3 MONTHS TO GET MORE OUT OF IT

STEP 5 – MAXIMIZE LEADS WITH A HIGH-CONVERTING PAGE.

THE PERFECT LANDING PAGE.

NOW YOU KNOW HOW TO CREATE A HIGHLY EFFECTIVE MEDIA BUYING CAMPAIGN

Table of Contents

Why you need to use online video ads in 2019

How to Create an Highly Effective Online Video Advertisement

#1: Plan before you buy

#2: How to put together your video ad

Spread your message like wildfire with Facebook Video Ads

How to make the most out of Facebook Video Ads

Use the combo video + Facebook lead generation forms

Create a custom audience from video views

Create perfect loop video

Reach your dream client with Instagram Video Ads

Overview

Stories Video Ads Best practices

Native Video Ads best practices

One strategy to test: User Generated Content in Ads

Connect with B2B decision makers with Linkedin Video Ads

Overview – B2b video advertising done right

How to create a video ad campaign on Linkedin

Maximise your reach tapping into additional video platforms

Taboola

Oath by Verizon

SpotX

Adobe Primetime

Exponential

Videology

YuMe by RythmOne

Take advantage of advanced targeting with Twitter Video Ads

Overview

Strategy 1 – How to get more video views

Strategy 2 – Drive targeted visitors to your website with a Video Website Card.

Get high CTR with Youtube Video Ads

Overview – Your Guide to Youtube Advertising

How to create and optimise your Youtube video ad.

Target Millennials with Snapchat Video Ads

Overview

The Snap Video Ads

ADVERTISING IS KEY BUT CREATIVITY IS MORE THROUGH CLEAR BRANDING