SMX Advanced 2018 Session Recap: Maximizing the Impact of Online Video Ads

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Because I am a huge fan of video advertising, I have a hard time understanding why video marketing is so underutilized by many companies.

I attended the Maximizing the Impact of Online Video Ads session at SMX Advanced and came away with a lot of information that will change that. Hopefully, after reading this, you’ll be inspired to start using video to promote your brand.

Bryant Garvin, Purple

Bryant attributes his company’s rapid success to its successful video campaigns. Purple (his company) has over 1 billion video views. How do they do it? With emotion and education. Video is an emotional format, and consumers buy on emotion.

According to a study at Stanford (source in the slides below), stories are remembered 22 times more than facts alone, and purchases are always emotional decisions. Humans are hard-wired to pay attention to stories, so stories are the catalyst to connect with potential customers emotionally.

As consumers, we decide to transact before we emotionally decide on it. You really have two seconds to capture someone’s attention instead of the 5.7-second average view time Facebook mentions. That being said, video marketers need to test the intro first.

Bryant’s company tested three intros to the same video. All they did was make minor changes to each one. What were the results? They saw a 2,824.7 percent brand keyword search lift after testing out a different, branded video. No matter how well you think your videos are doing, keep in mind that even the best videos can be improved.

Still not convinced YouTube is amazing? Let me toss out some more stats Bryant called out:

  • Over 1.5 billion Users on YouTube.
  • One billion hours are watched daily.
  • 68 percent of people use YouTube to help make purchase decisions.
  • 80 percent of 18-49-year-olds watch YouTube in a given month.
  • Only 9 percent of United States small businesses are using YouTube.
  • You
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