A Glimpse into the Characteristics of Successful Video Advertising Creative in 2024
Are you curious about the ever-evolving world of video production and creation in advertising and digital media? The content development industry has undergone rapid changes in the past two decades, shaped by human behavior and social content. In this article, we will explore the powerful forces driving the continuous transformation of video production and creation for advertisers.
To bring about impactful and fast-moving change, several advancements are necessary. Technology needs to move quickly, allowing for the development of new tools and techniques. Additionally, a low bar of regulation is required to encourage test-and-fail projects and companies. Lastly, a proven market base is needed to optimize, improve, or take over existing advertising strategies.
In the world of advertising, nothing moves without advertisers willing to spend money to reach consumers. Advertisers, in turn, won’t spend unless there is an audience to convince or attract. This interplay of variables creates a torpedo of evolution in digital advertising, constantly pushing the boundaries of what is possible.
Video production has come a long way in the past twenty years. Previously, it required clunky, big tools to deliver an average experience. However, with advancements in technology, we now have the ability to create high-quality content using just a smartphone. This has democratized video production, allowing anyone to create content that can reach millions of people within hours or even minutes.
From an analytical and data-focused perspective, it is clear that data analysis plays a crucial role in today’s video and advertising medium. In the past, large creative teams would focus on creating one spot to hit different TV stations at key times for massive reach. However, today, small teams of two founders and a media buying freelancer review multiple variations of a founder Face To Camera (FTC) video, testing different locations and beginning hooks. The ease of creation has led to low-cost testing, with no creative background necessary to deliver a video that can drive sales at scale.
Digital advertising has evolved, providing more data availability for analysis. Metrics have shifted from TRPs and reach to impressions, clicks, shares, earned views, and saves. While some may argue that there is too much data to analyze, brands that can extract, transform, and load all necessary details gain a true advantage. Analytics play a vital role in video creation, optimization, and production.
The article also provides three great examples of 2024 creative that performed better than expected or had an inspirational impact on brands building new ad content. These examples include Binky, Oreo, and Gathre.
In terms of production, the author suggests that brands should expand their creative across multiple agencies to continually test content and optimize results. Trying new creative approaches can help reach different generations in different ways. Gen Z and Alpha, in particular, consume content differently from Millennials and older generations. Speaking their language and understanding their preferred platforms is key to making an impact and driving conversion.
The article emphasizes the importance of consistent production but highlights the need to analyze the impact of production costs and creative output. Video production can come from anyone, from founders to interns and influencers. Varying production and focusing on vertical video is crucial for capturing large inventory sources, reducing costs, and analyzing performance across multiple platforms.
Testing, analyzing, and optimizing are crucial steps in the video production process. Creating variations and analyzing their impact helps to determine what works best for a brand. The article provides an example of comparing different YouTube video lengths to highlight the importance of analysis and optimization in the testing process.
While production is important, creation and dissemination are equally crucial. Brands should be flexible in their creative approach, allowing for different perspectives to see how their brand can work for various audiences. Additionally, a multi-platform approach is necessary to compare platform variables and determine the best user experience.
In conclusion, the characteristics of successful video advertising creative in 2024 involve leveraging advancements in technology, embracing data analysis, and testing various approaches. Brands should focus on reaching different generations, optimizing production costs, and analyzing performance across multiple platforms. By staying adaptable and open to new ideas, brands can create impactful video content that resonates with their target audience in the ever-changing landscape of digital advertising.
