From Brand to Demand: Video Ads That Drive New Leads
Published: November 5, 2013
Author: Molly Shotwell
Today’s post is by Mani Iyer, CEO and Founder of Kwanzoo.
Video is one of the fastest-growing segments of the market, with 33% of online advertising growth projected to come from video in 2014. With all the growth in the use of video, studies show that only 10-15% of video ads today are interactive, allowing users to engage with the video during its play. Marketers are only just starting to leverage video beyond brand awareness, to ad strategies that drive direct response, or deliver more leads.
Have video assets today that are underutilized? Looking for new ways to distribute your current video assets, even as you capture more leads? Introducing video lead form ads, an innovative new rich media ad format specifically designed for direct response marketers and B2B demand marketers.
Here is a simple 6-step process to turning your videos into a rapid demand creation engine using video lead form ads:
1. Link any Youtube-hosted video into your ad.
Many companies already have video content on Youtube. Your first step is to simply link your marketing or training video from Youtube, so it will play inside the video lead form ad unit.
2. Run an overlay banner of your choice over the video ad.
Upload an overlay banner of your own design, set to show up at a time of your choice from when the video starts playing. The banner has your pitch message and call-to-action.
3. Capture user data in a signup form inside the video ad unit.
At the end of the video, or when the prospect clicks on your overlay banner, a signup form with 3 to 7 data fields shows up directly inside the ad unit. Collect your lead information without redirecting your prospect or consumer to a landing page.
4. Integrate your lead data directly into your enterprise marketing, CRM, or event system
Marketers are always short on time. Modern B2B marketing typically involves the use of a marketing automation (MAP) platform. Our video lead form ads enable lead capture directly from the ad into Eloqua, Marketo, Silverpop, Salesforce, Oracle Fusion CRM or Citrix GoToWebinar. Capture white paper inquiries, webinar offers, and more. Save lots of time on custom integration or manual export/import of lead data from display ads into your lead management system.
5. Capture detailed analytics and A/B test different video kickoff frames
Capture analytics on impressions, viewable impressions, engagement, site engagement, lead captures, and more for your video ad campaign. Create multiple video versions that you can A/B test in the same ad campaign to see which one generates the best results.
6. Run your video ad anywhere on the web
Run your video lead form ad on your own website, internal content pages, 3rd party websites, or in display and retargeting campaigns. Reach prospects all across the web and engage them with your videos.
-Mani Iyer is the CEO and Founder of Kwanzoo, which offers a cloud-based platform for marketers to build rich media ads that integrate “out-of-the-box” with marketing automation (MAP) and CRM. Increase media efficiency, and boost top-of-funnel leads by 30% or more. Improve nurture programs through display and email. Deliver persona-based marketing on ad networks. To learn more, visit www.kwanzoo.com