The internet is awash with digital video content, such as YouTube, Facebook, Twitter, and other platforms.
These are the numbers. Statista predicts that online video will be viewed by 248.9 millions people in 2022, primarily in the United States.
There are many advertising opportunities available for your brand with so many people watching digital videos. To bring people to your landing page, you will need advertising channels.
Pre-roll ads are one of the most well-known online video advertising formats. Pre-roll ads are a great way to drive traffic to your landing pages and fit in with your marketing strategy.
What is a Preroll Ad?
Pre-roll ads are ads that appear before videos online. These ads can be used to spice up the mix of display and search ads in your landing page campaign.
Pre-roll ads can be as long as 6, 15, 30 or 60 seconds, depending on which platform you are using.
To skip or not skip?
Many video advertising platforms allow you to skip your ad. It’s possible to feel conflicted. Should you encourage viewers to stay for your video or give them more freedom at the risk of getting fewer views?
For context, pre-roll ads are skipped by 65% of viewers. Are you willing to give up that option?
It may seem obvious that non-skippable ads should be run as many people aren’t interested in ads. However, just because someone must watch your video doesn’t necessarily mean that they will be open to your message.
A similar report found that viewers tend to skip pre-roll ads. However, it also revealed important information about engagement. People who did not skip ads stayed because they liked the brand or ad. This means that people who are not interested in your product will choose to leave.
Don’t worry about it. People you are trying to reach will be less likely than others to miss the mark.
How to drive landing page traffic with pre-roll ads
These tips will help you create a kick-butt preroll ad to increase landing page traffic.
Get straight to the point
Your message will only be heard if viewers are ready to click the “Skip” button in your ad. It’s important to get straight to the point.
No matter how long your pre-roll video is, you should front-load the first five second of your video with important information or attention-grabbing content. You’ll be able to get your message across to people who don’t mind ads if you highlight the highlights of your video immediately. You’ll be more likely to get viewers to click through to find out more if you make your video attention-grabbing.
SurveyMonkey’s pre-roll video ticks all the boxes in just five seconds.
The humor is used to illustrate the viewer’s pain point of trying to get to know customers better but not knowing how. SurveyMonkey is presented as a solution. In just five seconds, you can be creative and present your product’s solution.
There are many options available for pre-roll ads’ platform and targeting. You can choose the strategy that best suits your audience.
Do your research on your audience before you start running pre-roll ads. This includes where they prefer to go online. Next, determine the best ad platform for your audience.
- Audience Are there people using this platform that are similar to your audience?
- Format Does this platform allow me to choose the length of pre-roll ads I need?
- Features: Is there any feature, such as a “send-to-phone” option that can help you direct people towards your landing page?
After you have chosen your platform, you will need to choose keywords and targeting parameters. This will help you get your ad in front your target audience. You should choose keywords that are relevant to your product and the interests of your audience.
If you have the budget and strategy, don’t be afraid of being hyper-specific about your keywords. YouTube was able to target keywords precisely in the early 2010s. Burger King used this feature to create 64 variations of the same ad.
The ads were based on YouTube’s most popular topics and videos. They matched the videos with the relevant videos to create a hyper-personalized experience for viewers. You can master pre-roll advertising targeting in 2022 if you’re as good as they were back then.
Keep it TOFU
Pre-roll ads could be the first thing someone sees about your brand. Don’t try to sell too much in your video.
As customers get to know you, they go through a conversion process. You need to be less salesy near the top of the funnel. This is the point where they are most familiar with your company. This applies to all topics.
Pre-roll ad content should be top-of-funnel (TOFU). Instead of focusing on entertaining or informing your viewers, you can keep it top-of-funnel. If you can, save any sales to your landing page.
Take a leaf from Airbnb’s book if your campaign involves customers at the bottom of your funnel. To lead to a strong call-to-action, use educational or informative content.
The ad doesn’t talk about Airbnb’s products, but rather focuses on vacations. The ad then links vacations with booking an Airbnb.
Keep your landing page consistent
Imagine clicking on a preroll ad for pizza rolls and being taken to a landing page for frozen pizza. You’d be misled if you clicked on similar subjects.
So customers don’t get confused, make the transition between your pre-roll ad and your landing page seamless. Although it’s fine to use different topics, make sure you have a connection to your landing pages so that customers know what you’re talking about.
Dove launched the #WashToCare campaign in response to the COVID-19 pandemic.
They linked to their #WashToCare pages or the page for the overarching Take Care, Be Safe campaign in places they had #WashToCare video. Both pages include the hashtag #WashToCare and the video includes the slogan “Take care, Be Safe” as a link to the campaign.
Editor’s Note: Dove used pages from its website to link to this campaign. However, we recommend that you use dedicated landing pages for pre-roll ads. You can leave out navigation and use a single CTA.
A solid landing page is essential to get the job done.
Your job is not done once a viewer clicks on your ad. It’s important to create a landing page that is compelling and converts viewers to take the action you want.
Do you need help creating landing pages that get results? The Unbounce Conversion Intelligence Platform is a great tool to help you create landing pages that get results. Smart Builder, Smart Copy and Smart Traffic are all you need to create a landing page.
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