You're listening to path to purchase a podcast for passionate and committed business owners and marketers, Oli Billson and Tom breeze are here to give you the tools and knowledge you need to grow your business and take decisive action. Welcome to the episode.
Speaker 2: (00:14)
Hey, how you doing everyone? I'm Oli Billson here and I am with mr Tom breeze. How are you doing mate?
Speaker 3: (00:21)
Very good. How are you doing Oli?
Speaker 2: (00:23)
Good, thanks man. I'm excited for today's podcast and we're going to be talking about the length of video ads. It's a question we get asked all the time. And I know from my agency people that are running, YouTube advertising through you actually for your agency, they, they often ask me in that exploratory discussions, you know, how long should the ads be and, and what's the makeup of that? So, do you want to kick us off?
Speaker 3: (00:52)
Yeah. And really this gets, this comes from a recent, Google, study they did, with mountain Jew. They're the brand it, I don't want to get into too much depth about the actual study itself because there's a lot of data in that study and some of it's really interesting, but a lot of it's all about the brand positioning and brand awareness and brand uplift and all the stuff that's not necessarily put money in the, in the back pocket of the business owner so to speak. So it might be more when in the back pocket. Yeah. So again, everybody wants money in their back pocket.
Speaker 3: (01:26)
Exactly. Yeah. So I think the study was more a case of like looking at the longer play and thinking about brand recall and things, which is an important factor. Don't get me wrong, but I think a lot of times, especially with my clients, they're looking for ROI. They're looking to say, right, if I spend this much money on advertising, how much can I expect back and how long will that take to come back? So I'm going to come at this from a very, kind of ROI perspective and hopefully this gives some insights into what can be done and should provide some information.
Speaker 2: (01:56)
Yeah, sure. But I was just going to say, actually it's interesting just to, just to stop you there. It's just interesting because we can learn a lot, can't we from looking at these, this research and development that goes into a lot of brand based advertising and much larger companies that do this kind of work. And then really bringing that back to how that can make an impact for a small business owners. Cause we're using the same channels of course. And we're you know, we're all here as a small business to obviously get a return and get an ROI and our objectives are quite different to big businesses, but we can learn a lot from them still. Right, exactly. Yeah. I think that what I find really interesting is that, a lot of the big brands go into YouTube thinking, here's my TV ad. We spent thousands and thousands creating this damn thing. It better work. And, and then they start advertising on YouTube. I'm like, well you do doesn't work then. I didn't mind them thinking like that. That's fine because it means that all the small business owners can play the game and win the game but you're right, we're all playing in the same like playing and we're all there for normally different objectives. I think a lot of brands and agencies will you use YouTube thinking, and really measuring two really important factors to them. This is kind of like the traditional old way of doing things, which is [inaudible] impressions. Like the number of people that actually saw the ad or just like visually got displayed the ad in front of them and then the frequency, the number of times that happened.
Speaker 3: (03:22)
It's almost like billboard advertising when people think about that. Like how many people went past that billboard and how many times did they go past it as well? So how often are we getting our brand out there? And YouTube works in a very different way. It's, YouTube works in a way where it's actually more about the engagement and you can measure so much more than just that. But I think there's a lot of agencies out there that find those numbers in terms of impressions and frequency, a nice comfortable number to be validated for the work they do. But it might not actually put money in the back pocket, but that's a longer kind of like that. That's a conversation doesn't need to happen at the brand level typically. It's like, well, we got this many people interested in your, in your brand and this many people now know about you but it doesn't always mean that's made someone more like more wealthy and a classic example of this is this. Like everyone thinks that Evian babies like, Evian babies were all roller skating and I think it's Paris or whatever it is everyone thinks like, wow, what a great viral video that year was their worst year for many years in terms of sales. So you would have thought that would be no one of the best years, but no one really bought more Evian water. They might have liked the video, but it didn't mean that there's like direct revenue.
Speaker 2: (04:31)
Yeah, yeah, sure. It didn't translate. Yeah. It's interesting how even, you know, those subtleties in terms of using video, when you look at the purpose that you are using it for, you know, don't always, don't translate very easily. You know, you know, things that you're doing on Facebook, you know, if anybody out there is listening to this and that, you know, running maybe a, video ad on Facebook, it's going to be, it may not trans that translate that well when you come to the purposes of YouTube, right?
Speaker 3: (05:06)
Yeah, exactly. Can we, we talked about this quite a lot, don't we? In terms of like on Facebook, you're kind of displaying your message to an audience that could be interested based on their demographics and their identity. Whereas with YouTube it's more people are going there for a reason and looking for information like how to do something or maybe they're looking for something for more information before they make a purchase or they just want to find out more information about something they want to learn about. And so there's a lot of people go into YouTube for that intense. And if we show your ads, then you know you're getting in front of a hot audience and more qualified audience already and so that's always a, it's an interesting play. And, and also the terminology of the two platforms work very differently. So a view on Facebook is anyone that watches past 30 seconds, I think they've just changed it to 10 seconds now, but on YouTube, it's over seconds. So there's quite a big difference there. Like someone who's watching your video for 30 seconds is very different to someone watching it for three seconds. And people are like, well, I've got this many views on Facebook. It's like, well, good for you. But they're probably not all that good quality. You pay for them. Sure. Without good for the business. So it's always interesting.
Speaker 2: (06:15)
Well, it pretty much, both, you know, as a small business owner, we aren't really, putting yourself, in the market of being, trying to create a brand. You know, brand is often built as a byproduct of success. You know, if you go back to kind of the direct response, direct marketing principles, you know, brand is often the byproduct of success. But with YouTube, I mean it's, it certainly strikes me is that you can, often for a lot of people that are not marketing to marketers, so to speak, you know, they're like, wow, this company's advertising on YouTube. I mean, that's a big, big deal. I mean, it's a bit like binary marketing when you've got banners chasing around the, you know, the internet, you know, your customers who are not that educated around these kind of tactics, you know, the perception of your brand just because of the fact as a byproduct of the fact that you're even doing these things also has an impact as well, doesn't it?
Speaker 3: (07:11)
Yeah, for sure. I mean, I think that this also ties into like, again, back to this I, an intense idea on YouTube. If people are going there looking for information and they keep getting bombarded by pre-roll ads, that does make a big difference to your brand because you can really annoy people and people will think negatively about you or it can be you're actually providing on your ad, you're actually providing useful information that's gonna help someone in that scenario. And so they're going to fall in love with your brand. So, and the very nature of being there and being seen right now on YouTube, especially when it's so cheap, it really does. You get in front of people and if you're clever about it as well, and you're using things like remarketing and retargeting, you can have this like omnipresence across different platforms.
Speaker 3: (07:54)
So they might watch a video on YouTube and then you kind of follow them up on Facebook or vice versa. And whilst it might seem like there's so much exposure you're getting as a brand really is just that one person you're getting back in front of many times. And it's, so there's a, there's a really clever way of advertising. But I think nowadays more than like with more technology that's available to us as advertisers and business owners, we need to pay attention to that brand a little bit more than we used to because it used to be like, right, here's my one hit of like a bit of like direct mail or here's my one hit of like a banner ad and hopefully it's gonna work. And so you can kind of base everything based on that first interaction and did that work or not. Whereas nowadays it's like if we're more intelligent about this, we can look at it from a standpoint of maybe the first interaction doesn't need to always convert because we know we've got remarketing that can do us a big favor afterwards as well. So it plays a role into that.
Speaker 2: (08:44)
We, we've, we found that massively. I do. I just, I just kind of, kind of by extension of what you just said, just the rhythm. Something really to, to our listeners is, you know, we've, we've seen a huge shift in terms of giving value first and you know, driving people to content and getting people to them engage and consume that content is so critical in terms of the quality of the leads that you ultimately end up in the funnel with you know, and, and you know, driving people to landing pages still works and there's nothing wrong with that at all but in some markets we found that, you know, driving people to, for example, a blog, probably still driving them to some sort of content or something that's, you know, ungated, so to speak, that they haven't got to opt in for or, allows you to, kind of instill a bit of confidence in them, allows you to be able to tell you.
Speaker 2: (09:41)
I tell them a little bit more about your story and give them some real value, that you're not asking anything of them. That then obviously the remarketing comes back into play where you can obviously use that in YouTube, Facebook, Google, whatever it may be. So then bring them back to an offer and there's [inaudible] in doing so you end up with better leads so that's, that's interesting. But let me just kind of come back to the, the, the notion of the, the kind of video length thing and we know that, you know, it stands to reason. If you're putting a video on a landing page, you're gonna make an assumption over how short actually probably be because it's for a specific purpose. You're trying to get them to do a specific thing. If you maybe do a, you know, a remarketing ad, then again, you probably taking them back to a milestone in the campaign and you're going to think about the length of that. But talking about other things in terms of general YouTube advertising, what, you know, what does that look like for somebody and how much work do they have to put in? Cause that's kind of predicated by how long it should be, what, what does that look like?
Speaker 3: (10:48)
So really good questions and it's going to be difficult to tackle because it's like there's a lot of considerations that come into it. And I definitely don't want to give that advice of like, well create a few and test them because that's not, that's not what this podcast is about. Hopefully get beyond that and then say to people they can go and test it once you had a bit of information from us, hopefully that would be a more useful answer. And that's why I'm having this conversation in the first place I suppose but so there's, so there's almost a call that came up from Google and they fill up, they, they studied this mountain Jew idea was like in, in, in the traditional sense of TV advertising when that's happened, like all TV ads used to be 60 seconds and that was the, that was the deal they had.
Speaker 3: (11:25)
And then, because the cost of advertising was getting expensive and but everyone had that 62nd window. They started introducing the idea of like, well, you can pay less if you do a 32nd, ad. And so all of a sudden they introduced this 32nd ad. And so that would be more cost effective. And then also that meant that you wouldn't have as much time with the TV audience but you would still be able to get a certain amount of message across. But what impact does that have for the big brands and then it went a stage further as well. I went to the 15 second ads as well. So it's kind of like, because of cost and keeping costs down for the, for the brands, they would reduce the amount of time you can have with a TV audience. But it meant the message has to be very, very different because you would have different kind of like, results as a result of this different time ready or different time you have with the TV audience.
Speaker 3: (12:14)
And so with, so there was always like a consideration of that but more recently with places like YouTube are starting to experiment and saying, well, what is the ideal length? What is the perfect ad? What is the best way to do it? And of course it comes down to your objective at the end of the day. So like the, the longer time period you have, the longer your have with that audience potentially if there's a good message. And this is the thing I think if you come across and it looks like an ad from the very beginning, people are gonna turn off very quickly. It's like if it looks like someone's trying to pitch you a product that's irrelevant to you on YouTube, you're not going to be interested so there's always matching that moment that someone's having. If it's, if they're searching for something in particular and they're looking for information, you can have a longer video out there but, but it has to connect that moment, in order to get that fair data.
Speaker 3: (13:03)
So if someone's looking for like, I don't know how to cook a certain meal or something like that. And then you had the perfect ad actually just showed them step by step what to do and it took three minutes to explain it. Great. They're probably watched that whole video ad all the way through. Cause that's gonna be useful for them. And the, so it has to kind of like be useful for the viewer in order for them to stick around or have a really good story behind it. So it actually is engaging. And what they found is that, the longer you have with your audience and, and, and as long as they're sticking around, the more you'll influence them to really know, like, and trust you as a brand before they even visit the websites, which is kind of obvious to a certain extent.
Speaker 3: (13:44)
But it's, it's a good realization that like, OK, the time period that they would check would be between two to three minutes for a slightly longer ad, on, in this mountain Dew advert they had. And it was all about this emotional story. And and how they use that. The w when we're looking at the agency and what we do, we have some videos at like five to seven minutes in length. We call them advertorials. And what we always try and do is provide good content, good value, maybe like the five steps to doing something or three tips to do this or something. So it's actually, it feels like for the viewer they can stick around and watch that content and if someone does watch that video through the actual conversion rates you'll get from those types of ads if someone does click is like an 80%, it's the 90% because they've stuck around for that long on the video ad the next step for them to take of like, Oh you've got something useful that's going to be a continuation of that value just provided me is an easy step for someone to take.
Speaker 3: (14:40)
Cause there's been, you've built up a lot of know, like, and trust the way it works on YouTube. Of course, if someone goes past 30 seconds of your video as a, as a pre relied and they go past 30 seconds, that's when you pay. So it will be more expensive to run an ad that slightly longer in terms of your views per impressions and such you will find that you get more, it'd be more expensive to run those ads, but if you look at it from an ROI perspective, you're going to have many, many more options and you're likely to have a lot more purchases as well. Like you're talking about earlier, when you get the quality of their traffic through and you've got to know, like, and trust you may be built in a bit of indoctrination with the funnel, et cetera, you're going to get more sales as a result. So the early numbers can be like, well, this is costing me more money per lead, but it's going to provide me with a better quality lead and more likely to convert some ROI. We better, which is what we often find good. Just in terms of that, when you produce them these, those longer videos where there's possibly a story or you're teaching some key concepts or you know, core materials, you know, five things, whatever it may be in that kind of mini lesson, mini class I suppose. Is there a structure to that and a people kind of who may be listening to this, are they going to have to hire a production company or are they going to have to do something in the studio? You know, we've kind of, you know, what does that look like for that? I mean in terms of actually how actionable, if we know that longer videos are going to influence people and compel them to take action, we're going to end up with better leads and probably better customers that's all sounds really good, but what can we really do that, you know, as a, as a small business owner if we're not a big brand?
Speaker 3: (16:26)
Yeah, you definitely can the, the interesting thing, they also came out with this, with this approach and this kind of feeds into what you've just been saying there is that one thing is like this call to action, the idea is that if, if you are going to create a longer video, you need to be, you need to have a bit of a structure to it. There needs to be a clever way of doing it in terms of the structure itself. If you leave your call to action to right to the end of that video, you're not going to get many people, even if they were engaged that we'll get to the final call to action. And that's a problem because it means that someone might really love you but run out of time because they're on their mobile or whatever and then think, Oh, do you know what I've got to go but this looked really cool.
Speaker 3: (17:05)
Hopefully I'll find out more about you later and that's not going to happen on Facebook there is the button to like learn more typically from your ad. So you can click that to go and check out what's happening. And on YouTube you can do it. So you can use what's called a call to action overlay so you can actually have a clickable link inside the video at all times so they can click back to the website so that that can happen. And so you can have that call to action there. And what I suggest to all my clients whenever creating these videos, like this is like pre 30 seconds, normally in the 22nd realm. And that sort of area will say, look, do a call to action at that point. So kind of frame it up at the start of the video to say, in this video you're gonna learn the five ways to cook pastor this evening.
Speaker 3: (17:46)
Well, I don't know, whatever it might be. You have your cooking app that going to be promoting or something like that and then you might say, if you did have a cooking app, you'd say, Hey, by the way, this is just one recipe of 20, that we have on our free app that you can use on your phone when you're cooking along with us and to download the audience to do is click that link that you see in the video right now. And they can click that link and they can go and download the app at any point then during that video. But then you just get on with the content. So the viewer knows as a call to action should they wish to go and take that and that massively increases, the chances of someone actually clicking back to the website. Just have some only call to action.
Speaker 2: (18:22)
Sure. So in summary, the objective is to get them to click the button, the [inaudible] or a button that's actually in the video. Okay. That's the objective. That's where we're going to be taking them to presumably go and either watching the video on a page or getting into opt in video series checklist, lead magnet, something like that. Yep. That's why we're trying to lead them in the bit before that. What you're saying is you shouldn't really leave it till the end, so you kind of put that call to action because you know people are going to turn off at different points in the video and you want to give yourself, affords yourself the best opportunity of getting that click, multiple points in the video. So should that button always be there or is it a case that you can put it in on, you know, 35 seconds and then you know, it goes away again and comes back again? Or is it just that consistently throughout the video? After a point, after. So long as they're lapsed in the video.
Speaker 3: (19:20)
So good question. So on Facebook the button will appear either in the video itself, or below the video depending on what device you're watching it on. So that video is that button to click is always present. Someone can click that any point and it can be like a learn more sign up, but Mao type button for example, and that can stick around throughout the hope that that will in fact stick around for the hold of the video so there's just kind of like the more obvious you can make it to the viewer, the better. So just telling them that, Hey look, if you want to find out more, you can always click this button here. It's like a soft call to action. It's not saying going to get right now, it's just saying if you want to, if you want more great stuff about like this sort of content up at Lowe's more full, you just need to click this button. It's all completely free going for the new name and email or whatever it might be. Sure. So, so I, I actually, funnily, I, I haven't told you this yet, but I was, I was on YouTube, the other evening and I was searching through some different things and maybe it was because of the stuff I was searching. I mean unbelievably, the outer pre roll up, that, that, that, that pre-roll ad was kind of a longer video teaching some stuff. It was cool. And then they said in the box to my right here, and as they pointed up, there was a box with then the [inaudible] the button that taught them to then go and register for the masterclass. Little did I know that that was actually one of your from the agencies I didn't know at the time but, after click grog, I pretty much realized that a, it's a breeze. It's gone and got the breeze brand to it. My style. Yeah. Got me another marketer. You've got me. So, it definitely works. Right. So, just kinda going back to the production value of that, we kind of answered the bit about, you know, the calls to action. What about the production value of those videos, especially where there's educational content. You know, you've got to have a bit more of a structured approach to it what does that look like for somebody coming to implant this stuff?
Speaker 3: (21:20)
Okay. So when it comes to any production of any video, I always try and put myself in the customer or the video viewers view perspective. Like what would they come to expect? So if it's for me, depends why they're still, I mean, I'm, I'm in that gray area where I can get away with lower quality video as long as my content is good, or I can create real high quality content. And that kind of just frames me up and it's good for the brand to look classy sometimes so to speak. So there's a difference there for someone like a lawyer or an accountant for example, I'd say just keep the production high all the time. That less like the ROI that you should be getting from your advertising is going to be worth it. So get the ads looking good and there's a certain amount of vanity within those sorts of professions where they're going to want to look good and they're going to want to come across like that. You're very rarely get like a, an iPhone style video from an account. And I'm not sure if I would necessarily want to see that anywhere. I think I would like to have a certain level of quality of content. So in that instance, I would say get down the studio and just create it there. The like, the spend for that shouldn't be too much and you know, you're going to sort of walk out with a batch of really high quality videos done, which is normally the easiest thing to do.
Speaker 2: (22:31)
Can I just ask a quick question. So do you feel that the production value, I mean, look, I mean, if you look at length, and we're talking about the length of the videos, you know, it would make sense that probably the production value of a longer video would, would have to be higher than possibly one that was shorter in some cases. And I, I say that for some, niches for some people that know, they've always got to represent a brand in the best way just because of who they are and what they do. I get that. But from a Facebook advertising perspective compared to YouTube, you know, I've known some Facebook ads work really well that have almost been, you know, almost like a friend is sharing, you know, or there's like a, you know, a, you know, a Facebook live, you know, recording Nora, you know, just a shaky iPhone video as a, Hey, do you want to, Hey, I'm doing this webinar and it's quite casual and you know, is that quite different and does it, does that not really translate that well into the YouTube platform for those kind of shorter videos?
Speaker 2: (23:36)
You know, is there a disconnection there?
Speaker 3: (23:38)
F for when it's, when it feels right for the audience and it's like an iPhone video will be good enough. That's plenty good enough for YouTube. It works in the same way. So like Facebook, you're there for the community and they're for their connections. Typically for YouTube, you're there for the content and for their, certain amount of connection, but not they have a content really and in both settings it's a very social platform. So you can come to expect, like if someone did a quick video on their iPhone versus sitting there in a, in a desk or whatever versus being in the studio, of course it's going to carry different fields to the video itself. But, if it's right for the audience, then go for it. Like there's no, there's no reason why it has to be a real high quality video all the time.
Speaker 3: (24:22)
I just, I just translate it to what do I believe that the viewer will come to expect. And if it's, if it doesn't it, especially if it's cold traffic, if it's that first interaction as really important to build the right sort of like, brand from the very beginning, once they've gotten to know, like, and trust you and they, and then they might see like a, an off the cuff video from you, that's a very different stage at that point because almost like they don't need to introduce themselves and it's just like, Hey, I'm doing a quick webinar this evening, jump on and that would fit so to speak. But yeah, it's just put yourself in your customer's shoes and think, well, what would they come to expect? What would they want to see, like, like we're doing a podcast video right now.
Speaker 3: (25:02)
No one's expecting us to go into the studio for every single episode because no one does that. And it's a bit just be over the top. People are here for the content and here for the, well at least we hope they are good buddy and stuff. So, in that instance just [inaudible] and it's an obvious thing to say, but always just put yourself in the shoes of the customer and think, well, at this point in time what they come to expect. And you can sometimes violate that expectation in order to get, like really grab their attention, but just be aware of the impact you're having with that person. That's, that's the only thing I would consider.
Speaker 2: (25:35)
Okay, cool. Yeah, so that makes a lot of sense. In terms of the, w w w we've spoken about lots and lots of different things, loads of different things what are the, the, the, the kind of talking points, from that, from that particular case study that you were talking about in terms of mountain Dew, we spoke about the length of the video. Is there anything else that were kind of, you know, key things that, that we should know about?
Speaker 3: (26:01)
Yeah, so there's, the shorter video versions so we had like the longer video they can attest to two to three minute ad and in my experience like those videos can work really well, but as soon as you got someone's attention for that long, you can normally kind of even provide even more value within the ad itself and go a little bit longer. But again, that's kind of like what we've done and we've seen really, really good results with longer video ads again, it will depend on a few things, but the shorter video ads can work really well as well. So we often test, like really short videos between 15 and 22 seconds in length videos. Now, the reason we do those ones is really, really kind of like looking at the direct call to action more than anything that's like, so Dora response videos.
Speaker 3: (26:44)
They work really well if you get them right, in terms of the content, for cold traffic. So for example, we've got one guy who is absolutely killing it right now for guitar tuition and the ad that's outperforming the rest of all his VADs and that, and he's created, we've probably created about a 10 to 15 different kind of like 15, 22 second ads, the one that outperforms all the rest is one where it's like, Hey, here's some quick tips on how to improve your guitar performance. I can remember exactly what he says, but then he goes, here's the five tips he's got for you. And all he does is like flips open five, kind of like, opening, catches of his, of his guitar case and then gets his guitar out and gays and goes, get out your effing guitar basically.
Speaker 3: (27:28)
And that's definitely tips and it's just funny, but it gets across in my 15 seconds. And also there's a bit of truth behind it because a lot of guitar players will go to YouTube, look at these videos, never actually played the guitar. And so it kind of, it pulls on a, like a realization for the, for the viewers, like, yeah, I haven't played my guitar for ages. What am I doing? Expects them to be good at playing the guitar sort of thing and then it just says to go and grab our checklist of how to really improve your guitar playing. Like click this button right now. And I've not done it justice at all, but the ad comes across really well and it's done in 15 seconds. And it's a really, really, it's a piece of content, like really short content, but it's still, entertaining and educational for, for the viewer.
Speaker 3: (28:10)
And then there's a really strong call to action in it and that works really, really well. So even though it's a shorter, video item, we can still get content out there. And I think from the study I was saying it's great for call to actions. It's great for a bit of a brand recall as well, like just getting your brand out there and people seeing it. Lots and lots of times, but the benefit is with YouTube, if you get the call to action done before 30 seconds and someone clicks the button within the video before 30 seconds, you can get that for free. So, the cost of advertising on the shores ad is a lot cheaper than the longer ad. You're probably not going to get as high quality traffic coming through. So the optimum rates for your free thing might not be quite so strong and you might have to do more work in the funnel to warm them up and get them to really know you, like and trust you, but still you can drive some really good numbers through that way with the short ads as well.
Speaker 2: (29:00)
Yeah, that's awesome sometimes you know, it's also worth bearing in mind, you are sometimes interrupting people, right, that you're interrupting in, in, in that flow of, of where that you know, what they're looking for and in doing so you've kind of got to have that pattern interrupt as well at the beginning, to hook them in to, to engage them even if it's for the shortest, shortest video of that, you know, 10, 20 seconds, to, to get him to pay attention. Otherwise it's just like, Oh, it's another, Oh, it's another one of those, I hate it when this, these, these adverts come on a walking baby. Right. So yeah, a whole lot of sense.
Speaker 3: (29:40)
I think that like, the consideration as well is that they were just looking at the inner study. They were just looking at the pre-roll ads, just showing those pre-roll ads. And really they were looking for brand awareness and trying to tell a really good story and trying to do that in 15 to 30 seconds is really difficult. You can't get a story across there. So I think the, the study could have done better with actually selecting the right sort of kind of idea behind the study itself. So thinking about your goals as well, is really important and knowing what you actually want to achieve with it. If it is about brand awareness, there's a few things you're gonna want to measure. If it's about ROI, then again, you might look at it and say, well, the shorter ad might get like a bra brand awareness out there.
Speaker 3: (30:20)
And then maybe with a remarketing list you could follow up with a different ad and because you've had that real brief kind of, exp or someone's had a really brief experience of what your brand is all about and then you follow those people up again later on with another ad that could work even more powerfully, like a double touch as opposed to just one touch with that ad so there's a few considerations on that front and like thinking about the customer journey, and the ROI associated with that. But, the final thing that I think is really important, it's like they just focused on the [inaudible] and they haven't kind of focused on those like the in display ads, which are the ones that appear at the top of the search results on the right hand side when you're watching a video and you're only, as a viewer you have to go and select those videos.
Speaker 3: (31:02)
You have to go in and click those videos to watch them, which is different to a prerecorded that just plays in front of you and just annoys you typically so there's a difference there as well. So like if you're gonna interrupt someone, you have to grab their attention very quickly with like a pattern interrupt idea would be brilliant. If someone's decided to click your video ad, it's displayed in the right hand side at the top of the search results. Again, it's a different mentality because they've almost parked mentally in a section of time in their head to say, I'm going to commit to this video for a period of time. It's like I'm watching a half an hour program on TV versus going down to the cinema to watch film. You're kind of, you haven't thought about it, but you know, mentally, unconsciously you're parking amount of time to that kind of activity.
Speaker 3: (31:46)
Or like signing up for a free video versus signing up for a webinar. You know that your, if you're selling it for a webinar, you know, stick around for a couple of hours probably or at least want to stick around for a couple of hours to see if the content is good. And the same thing goes to like an instream out. It's like if you're interrupting someone you haven't got long, and that's your content is amazing. Whereas an in display ad someone's probably going to give you more time or kind of like provide you more time. So you probably could get away with a slightly longer video, build that interaction, and then maybe start talking about a call to action slightly later in the video itself so again, it's, it's, it's a really interesting topic and I think that it's never easy to know exactly what type of video to create.
Speaker 3: (32:27)
I think for a pre-roll and as like, if you're getting started with YouTube ads, I think that that pre-roll wired like keep it to 15 seconds and it's not going to be easy, but start with something like, Hey, did you know, and then start with some sort of facts that's going to be useful for your audience or go for a longer video, make it like a tutorial style video, keeping it really engaging and makes sure you have that call to action in the early part of the video. And then I think, if you look at like an in display ad, maybe trial out there longer video in that scenario as well same principles apply for the longer video and then that and test both on Facebook as well. Or you might as well run both on Facebook, see how those work.
Speaker 3: (33:05)
One strategy that we do is do a longer video on Facebook and then all the people that have watched that video or this is the website, we re engage those with the shorter one and that can work really well as well because you're just that double touch, can work really well in order to get the option so yeah, so a few things to consider, but it's, it's looking at it from a standpoint of like, what would my customer kind of wants at this stage and what's going to be most useful for them. And that typically drives the best results of ROI.
Speaker 2: (33:35)
Awesome. Mate, that has been super, thanks so much it's been good. I've certainly got a lot out of that. I'm sure our audience and listeners have as well and really looking forward to jumping on with you next time.