Create Better Video Advertisements: Tools That Can Take Your Campaign to the Next Level

As the digital landscape continues to evolve, video advertising has become an integral part of marketing strategies. Studies have shown that video content in an online advertising „generates 1200% more shares than text and image content combined” making it a crucial tool for businesses looking to promote their products or services.

With the rise of online video consumption, brands have recognized the power of video ads in engaging their target audience. Video advertisements offer a dynamic and visually appealing way to communicate your message and showcase your product or service. However, with the increasing competition in the online space, it's crucial to optimize your video ads to stand out from the crowd, maximize their impact and increase sales.

Key elements to consider when you plan to create an effective video ad

When you're creating a video advertisement, there are several key elements that your team should consider to optimize its effectiveness:

Storyline: A compelling storyline is essential to captivate your audience and keep them engaged throughout the video. Create a simple script for your video that resonates with your target audience and effectively communicates your message.

Length: Keep your video ad concise and focused. Attention spans are short, so aim for a duration that ensures that your message is delivered effectively without losing viewer interest.

Visual appeal: Use high-quality visuals and engaging graphics in your video advertisement to capture attention. Incorporate eye-catching colors, attractive imagery, and clear typography to make your video ad visually appealing.

Call-to-action: Create a clear and compelling call-to-action in your video that prompts viewers to take the desired action, whether it's visiting your website, purchasing the product, or subscribing to your newsletter. Ensure that the CTA is prominently displayed and easily visible.

Brand and product consistency: Maintain consistency with your brand identity throughout the video ad. Use your branding elements such as colors, logo, and tone of voice to reinforce brand recognition and build trust with your audience. Remember to show your product or service as much as possible. 

The importance of optimizing video advertisements

Optimizing your video advertisements is key to ensuring their effectiveness. A well-optimized commercial can capture the attention of your target audience, convey your message clearly, and drive desired actions. By optimizing your video ads, you can improve their visibility, engagement, and conversion rates. This ultimately leads to a higher ROI for your video.The list of great tools that can help to optimize your video:

Visual Website Optimizer: Allows you to conduct A/B and multivariate testing to optimize your website or video for maximum conversions. 

RealEye: Offers a one-of-a-kind service that enables users to perform eye tracking tests and analyze emotional responses via facial coding technology. This innovative feature provides valuable insights into how viewers engage with your online video, allowing you to optimize video marketing strategy and enhance the user experience. It’s easy to use and offers a free trial. Regardless of what type of platform you are creating, whether it's an online video learning platform, e-commerce store, or anything else, you can easily integrate videos and live streams into any section of your website or app in a matter of minutes.

Movavi: If you need to create a good video ad Movavi is a great solution. Its flagship product is video editor, which comes in both complimentary and paid versions, offering a range of options to suit users needs and budget. 

TubeBuddy: It’s a browser extension that seamlessly integrates with YouTube, simplifying channel management and day-to-day tasks. As YouTube provides fundamental video optimization features, such as entering a title or description, whereas TubeBuddy simplifies the process by guiding you in filling out all fields correctly, providing helpful tips, and highlighting areas that require improvement.

Hotjar: Provides heatmaps and user recordings to help you understand how users are engaging with your online video and product itself. Just upload video into your landing page or website and let the magic begin.

Facial coding investigated: How it can benefit your video ad campaign?

Face coding offers a powerful window into how viewers engage with your video campaign. By analyzing facial expressions, you’ll be able to optimize video ads for maximum effectiveness, ensuring that your advertisement is reaching the right target audience in the most impactful way possible. Understanding viewer emotions empowers you to refine commercials for enhanced engagement and conversion rates.

What excites me most about face coding? It provides quantitative data on emotional reactions, moving beyond just subjective feedback. No more fretting over unreliable surveys! This data-driven approach helps to make informed decisions in ad creation and optimization.

With face coding analysis, you can conduct A/B testing not only based on traditional metrics but also on emotional impact. It goes beyond tracking click-through rates or views, enabling measurement of an ad campaign's success by gauging emotional impact. Understanding this emotional impact can contribute to brand affinity, loyalty, and long-term customer relationships.

Tracking the Gaze: Attention metrics measurement with eye tracking and K-coefficient

If you're looking for a deeper analysis (even beyond focused or happy facial expressions), eye tracking and K-coefficient analysis might be just the ticket.

K-coefficient measures eye movement patterns to understand the dynamics of attention. It distinguishes between ambient attention (short fixations, long saccades) and focal attention (long fixations, short saccades). As the viewer's attention shifts between these two modes, K-coefficient tracks this dynamic interplay, providing insights into their level of engagement and active processing of information. 

One of the key advantages of this system is its ability to calculate attention levels in real-time. This allows you to monitor and improve viewers focus while consuming video content.

Good video ad: Case study 

To gather accurate feedback on our client ads, we conducted a study with 27 participants. Each one of them watched five Heineken video ads, including four commercials for Heineken 0.0%. After watching each video advertisement, they were asked how they felt about it. Through analyzing the facial responses to video commercials, we were able to obtain valuable insights that went beyond the limitations of self-reported data.

This approach can help you determine which advertisements of your product are most effective and allocate the budget accordingly, leading to a more successful campaign and increasing sales.

If you need more data, here is the full article about this case: 

Create your first video ad now 

In conclusion, optimizing your videos is crucial for maximizing their effectiveness and driving better results. By leveraging eye tracking tests, face coding and understanding key elements of the commercial market, you can create effective videos that resonate with your audience. As technology continues to evolve, embracing new trends and technologies in video advertising will be key to staying ahead of the competition and achieving your marketing goals.

So why wait? Take your video advertising campaign to the next level and book now a free trial of RealEye! 

"It’s been a pleasure working with RealEye. Their customer service is prompt, valuable, and always friendly. The quick turnarounds on custom development requests are the most impressive. The RealEye team delivers great tailored solutions. Thank you for being a wonderful partner!"

Sam Albert
Chief Digital Officer

"I'm really impressed with what Adam has created with RealEye. It's astounding how easy and fast it is to track and report on eye movement for a page or design."

David Darmanin

"Webcam-based eye-tracking has vast potential within market research and RealEye made a great effort customizing their solutions to our needs. We succeeded in having live online interviews with eye-tracking included and we look forward to build on this pilot study to take further advantage of this solution in future research."

Stefan Papadakis
Insight Consultant, IPSOS
Trusted by freelancers, small to big companies, students, and universities.

Frequently Asked Questions

How accurate are the eye-tracking results?

RealEye studies are proven to be around 110 px accurate. This allows analyzing users interaction on a website with precision reaching the size of a single button.We predict the gaze point with frequency up to 60 Hz.For in-depth analysis of webcam eye-tracking accuracy check the following articles:

Who can participate in my study?

Either your own or RealEye participants. You can invite your users or panel and share the study with them using a participation link. All they need to have is a laptop/PC with a webcam.We also have a network of panelists from all over the world - mainly from the UK and the US. Randomly picked users can be assigned to your task. They are called RealEye participants. We will not show them your stimuli before the test starts, so their interaction will be natural.

Note: RealEye participants can't take part in a 'Live Website' studies and studies longer than 10 minutes. Read more about the limitations here.

Can I pay per study?

There are only monthly payments, so there’s no possibility to pay per study. But keep in mind that you can cancel your license any time (even in the same month) - you’ll keep the account access until the end of the billing period (30 days from the last payment).

Can I integrate RealEye with other tools?

You can easily integrate the RealEye tool with external tools (eg. surveys), but also compare the results obtained from other tools using our CSV file (i.e. by the timestamp).
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