Of the entire investment of advertising, 34 percent will go to digital media in Mexico. The focus on digital media is increasing especially when people spend more time browsing in confinement.
Videos are the medium that has exploded in recent months and HubSpot indicates that those that last less than 90 seconds have a retention rate of 57 percent, while those with more than 30 minutes, only 10 percent.
These types of characteristics are the result of research in which technology always goes hand in hand and data that constitutes an important foundation for marketers. Hence, large companies are betting on expanded collaborations as in the case of Dentsu with VidMob and its new strategy to determine which video advertising is effective.
This case puts into perspective what happens for specialists to determine the effectiveness of this kind of advertising. In the case of the agency network and VidMob, with Agile Creative Studio, they will get more in-depth information on how the Objects, shapes, words, feelings, colors and logos that appear in video creativity impact the duration of the view, purchases and other consumer actions.
VidMob uses technology from computer vision, optical character recognition and machine learning to label each visual attribute of an ad. It has tagged more than 1.3 billion parts of ads that have been viewed more than 1.9 billion times.
They can do this on social media, programmatic video, over-the-top channels (OTT) and connected TV (CTV), allowing Dentsu to expand its efforts to identify ads that capture consumer attention to include effectiveness measurement. of video creatives on digital media channels.
It aims to help marketers determine which parts of their video advertising are most effective in capturing attention and generating other results. This with a view to implementing it in creativity, the key that connects with consumers. According to Dentsu, 70 percent of campaign performance is driven by creativity.
Claims that the average person’s attention span is now shorter. Emotions in video ads affect your performance in a few seconds, according to VidMob. His research showed that surprise emotions in the first three seconds led to a 360 percent jump in performance From the onset of the pandemic to blocking and happy emotion ads saw a 64 percent decrease in conversions.
Quiet videos increased purchases by 156 percent during crashes, while ads showing women generated a 325 percent increase in performance.
Attention has become an important advertising metric. Digital platforms as varied as Youtube and Snapchat have developed six-second, non-skippable ads that challenge advertisers to compress a brand’s narrative in a way that is not too intrusive and still attracts attention.
Facebook found in a study that 6-second ads performed better than 30-second ads, although it’s unclear how the creative of the ad affected that result. These data vary in each social network, for example Twitter is more adventurous to give advice to its advertisers and therefore tells them that the length of the video 15 seconds or less is recommended. But the bottom line to all of this is that technology can really help measure and learn from advertising.
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