How can retailers cut through the video noise?

Retailers know that video is a highly effective brand awareness tactic.

But despite video’s growing role in brand awareness campaigns, digital display adverts remain the go-to choice for many retailers as a tried-and-tested means of targeting audiences at the consideration stage of the customer journey.

However, more screen time also means consumers are inundated with more content, and reaching users across devices and ad formats is now a necessity.

Recently a report from Ericsson ConsumerLab revealed that video viewing on mobile devices has risen by 85% in the past six years.

“Consistent messaging across mediums goes a long way in driving a memorable message and a positive consumer journey”

Richard Robinson, Turn

Managing director EMEA Richard Robinson at global adtech company Turn says: “Consistent messaging across mediums goes a long way in driving a memorable message and a positive consumer journey.”

According to Animoto, 96% of users find videos helpful in making purchase decisions, and 73% of users are more likely to make a purchase after viewing video about the product.

Trust in video

And while 48% of users trust online video ads, only 42% trust banner ads.

Robinson continues: “Video triggers trust and memory, while display triggers action. Coupled together, they drive the full customer journey.

“When developing targeted video campaigns, retailers need to think data first, then creative. With a wealth of data from search to social, the picture of who their customers are has never been clearer.

“Video is an expensive output, so it’s important to keep efficiency top of mind and use the medium to its full advantage.

“In addition to utilising data that aids creative planning for videos, it is important for retailers to partner with organisations that offer insights into how their videos are performing for viewability.

“Only when they do will they be able to make executive decisions on which direction to take their campaign, and ultimately cut through the ‘video noise’.”