By Alan Perkins
Managing Director
SilverDisc
SILVERDISC recently spent the day at Donington Park, filming video for the forthcoming British Superbikes season for Be Wiser Insurance, our client for the last 11 years.
Be Wiser sponsors the championship winning Paul Bird Motorsport team, featuring BSB’s most successful ever rider, six-times championship-winning Shane ‘Shakey’ Byrne. This team is high performance all over – sponsors, owner, mechanics, riders and the Ducati Panigale R superbikes.
Although ‘performance’ is not traditionally a word associated with video marketing, some of Google’s recent changes have made this possible – and not just for big brands with lots of money to spend on branding. So far, video has mostly been used for brand marketing as the only way someone could act on a video was to sit back and watch it. Tracking a return on ad spend back to video was almost impossible, which meant that advertisers looking for direct response would not consider video as an option.
But things have changed. YouTube is huge, the world’s second biggest search engine after Google itself. 400 hours of new content are uploaded to YouTube every minute, and this presents great targeted advertising opportunities. As a result, the number of small- and medium-sized businesses advertising on YouTube has doubled over the past two years, and it continues to grow fast as Google provides more opportunities for targeting the right audience and measuring their response, finally giving proof that the investment made in video ad content is delivering a return.
New YouTube video formats, like TrueView for Action, mean that you can target specific user actions like signing up for a service or buying a product. We’ll be using this to invite viewers of Be Wiser’s video to ‘Get A Quote’ directly from the video. And, with cross-device conversion measurement, we’ll track those quotes across multiple devices – for example, if someone is watching a Be Wiser video ad on their tablet, and later converts on their mobile, we’ll measure that.
The web is changing. Video is now a performance marketing channel. Find out more about how SilverDisc can help make the most of video ads by calling 01536 316100 or visiting www.silverdisc.co.uk