Video media for small brands: time to build effective reach
Opinion
When choosing your mix of media channels for your campaign, considering highly relevant context as well as the reach and size of the screen is crucial.
You need to give your message space to give it a chance to be noticed.
So, pick as big a screen as possible, view time as long as possible, and platforms that offer high reach.
Video can tick all these boxes. Video has been proven to be the most effective format as it is audio visual.
Even when media is consumed in a passive way, the message will get across subtly with sound in the background or, in the best cases, having video and sound in visual periphery.
Let’s be honest, as much as marketers wish it were the case, it is rare for someone to sit in front of a screen awaiting ads to come up so they can give them all their attention.
The truth is more that some channel’s ad space gets tolerated much more, even accepted. TV and VOD is one of those places. They are trusted channels so to speak.
Another truth is that you need to reach new potential buyers in order to grow a brand. Les Binet and Peter Field have done a lot of work on it which now gets discussed again, more and more (thankfully). People haven’t changed much. Just the media landscape.
Fishing in the same old pond will lead you to hitting a ceiling sooner or later. Brands need occasional buyers. There are some loyal buyers, yes. But, with the good old 80/20 rule, 20% of your turnover is made by loyal return buyers, 80% of the turnover comes from occasional users and new users.
Finding a channel that delivers additional reach is key. And not just reach.
For potential or occasional users to notice your message and product the space where you place your message is just as crucial. And so is the creative obviously. But according to Karen Nelson-Field, even the best creative cannot outdo the right media channel and format.
Picking the right channels to give your message maximum space
Think media channel first. Where is my audience, how do they consume the channel, how often, when and then which format gives me the best chance to get the viewers’ attention.
Social is certainly not on the top list for video. It is consumed on a small screen, the feed is heavily cluttered and a view is defined as three seconds. Not great conditions.
Look at channels that tend to be consumed on bigger screens. Think TV, video-on-demand, and Connected TV (CTV).
I get that smaller brands think: “I cannot afford TV, no one will notice me with my small budgets.”
My reply to that is that with good contextual planning you can build up effective reach with, for example, TV sponsoring of a series or format that suits your target audience and your product well.
Thinkbox released research around TV for small business. In 2021, 830 advertisers in the UK ran a TV campaign with a budget of £50,000 or less, and these small business have seen a sales uplift of up to 25% with an average of four weeks being on TV. That gives it a whole different perspective, doesn’t it?
Video-on-demand or addressable TV allows you to be even more specific with your targeting, similar to digital channels, where you can target geographically and based on interests.
Focus your budgets on highly relevant context on the big screen. And Connected TV is also on the rise. YouTube or other apps get viewed on TV screens. This is a whole different experience and context compared to watching YouTube videos on your phone or tablet.
Its usage also differs. It tends to be more laid back than watching on-the-go killing time while waiting in the queue for your takeaway or being on the tube.
Good old context is key
Working with multiple channels gives your campaign an additional boost. According to Thinkbox’s research based on work by Binet and Field for IPA, it shows that running TV and online video in combination lifts up the campaign effectiveness by 20% to 54% depending on the channel you combine.
If you are running social media you can increase the effectiveness by adding TV to your media mix. Social media benefits from this combination with an effect of up to 31%.
TV in this case gives you a reach boost and social benefits from a repeat touchpoint, seeing something familiar. And familiarity helps your brand grow.
It pushes your brand into the consumers’ mindset when they get to the purchase stage. That is the strength of building brands.
They bring familiarity and assure you of certain perceived qualities that help in the purchase process, consciously (research heavy products) or subconsciously (i.e. impulse buys).
Having multiple channels allows you to reach your audience in various moments throughout their day, various context and circumstances.
The context in which an ad gets placed has an effect on the attention. The more relevant the context is to your message the more chances your message gets noticed. This is not just true for video but all advertisement.
Think about when you are watching a tennis match and you see or hear an ad about tennis equipment. The chance you are noticing the ad’s message is much higher than for say an energy company in this case because you are in the mindset of tennis.
It might sound simple. But contextual planning is crucial, regardless of the channel. And is the consideration of device consumption and view rates.
Nina Franck is an independent comms and media planner. Read her other columns for The Media Leader here.
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