Marketing Featured APAC

Unlocking the power of video for unforgettable shopping moments

After over a year of enduring lockdowns and restrictions, there is no stopping the e-commerce wave. Driven by boredom and necessity, shoppers continue to flock to online shopping platforms in droves as evidenced by record-breaking numbers across the board on e-commerce platforms. According to Facebook and Bain & Company, about 70 million more people have turned into avid online shoppers in Southeast Asia since the start of the pandemic.

This boom in online shopping is a tremendous opportunity for brands to seek and deepen audience engagement through digital channels. With the year-end shopping and holiday season approaching, this is a critical period for brands looking to cap off the year with a bang.

In today’s digital age, where audience attention spans are shorter, simply trying to stand out among the competition is no longer enough due to the sheer amount of content dispensed on every page and with every click. Online consumerism is no longer merely about purchasing products, but also the customer journey and experience. One way to embrace this period of disruption and retain consumer attention is through harnessing the capabilities of video and creative for genuine audience-brand connection.

It is also no surprise that video consumption has grown amid the pandemic, especially in mobile-first Southeast Asia and Asia Pacific regions. Results from a 2020 study conducted by Media Partners Asia revealed that mobile video streaming increased by 60% across Indonesia, Malaysia, the Philippines, and Singapore, with social media videos being one of the top channels for the discovery of new products.

The rise of Connected TV 

Standing out amid the rise in video consumption, Connected TV (CTV) continues to grow and dominate viewing habits worldwide, with 42% more attention going to CTV since lockdowns began. Compared to the United States, Europe, the Middle East and Africa, CTV ad spend in Asia Pacific is forecasted to have the fastest growth by a Forrester study, contributed by new CTV channels and devices entering the market. 

The growth of CTV presents plenty of avenues that advertisers can leverage; its scalable and premium qualities, along with unskippable content, provide prime advertising real estate. As CTV viewership increases, brands should utilize this opportunity to adopt an audience-first strategy through tailor-made, data-driven, and relatable content relevant to their target audiences. As a massive canvas on which multiple formats can be experimented, CTV provides the perfect opportunity for storytelling and engagement within high-quality environments. This could come in the form of branded frames to reinforce product visuals, dynamic overlays to supercharge the viewing experience, and even opportunities for the audience to customize their own products on-screen.

Television and on-demand viewing platforms are often referred to as ‘lean-back’ media due to the audience experience of being relaxed and served content without being fully engaged. Hence, to capture attention, transfer the experience from TV to mobile device, and encourage further interaction, consider supporting CTV ads with a seamless purchasing experience across multiple screens. A great example would be a click-out feature, where consumers can scan a QR code for products to be instantly added to their shopping carts – seamless, quick, and fuss-free.

Genuine emotional engagement 

People forget what you say, but they will not forget how you made them feel. Emotion has always been a powerful tool in engaging and creating valuable connections with consumers. Video is one of the best mediums to evoke emotion and drive emotional engagement, and subtly help audiences respond more strongly and favorably to a brand. This helps to enable brand recall in peak moments and influence post-viewing behaviors, including brand perception and decision making.

Advertisers can better equip their ads for memory by leveraging a mental short-cut known as the peak-end rule – affecting how users remember the past through selected snapshots of memories that shape their perception and feeling about an event. To take advantage of this, place important takeaways at intense positive or negative moments, also known as its ‘peaks’, as well as the final moments of an experience.

It is also important to select the right mix of emotions to be evoked in ad campaigns, as the right emotional mix can have a huge impact on brand building and sales uplift: the right visuals, copy, sounds, and placements can all stir feeling and impact. Playing around the full spectrum of emotions – from positive to negative – can create that much-needed spark.

When it comes to season shopping, no other holiday evokes stronger emotions than Christmas, and the pandemic seems to have further amplified those feelings. Based on a study by video ad platform Unruly, amid the pandemic, 2020’s Christmas ads were found to be 51% more emotive than the global average, and even increased the average purchase consideration score by 41%.

In the Philippines, the same study found that Christmas ads evoked 14% more intense emotions than the average ad, and the top positive emotions associated with Christmas ads were happiness, inspiration, and warmth. Similarly, in Australia, a study of 2020 Christmas ads saw a 36% increase in intense emotions than the average ad. 

Captivating viewers with creative

Apart from cookies and targeting, which are some of the primary drivers of today’s campaigns, a Nielsen study found that creative is responsible for 47% of the uptick in sales from advertising.

Ultimately, creative should continue to be aligned with specific media goals, as well as its audiences, screens, and placement types. Capture audiences’ attention by telling engaging, relevant stories across all screens.

Brands can also capture viewers’ attention with short-form videos, where shorter ads can deliver higher dwell time, completion rate, and brand recall.

Interaction is key

Interactive video ads provide unique and engaging experiences for audiences, allowing them to live through your brand’s narrative and driving immediate action. Standalone interactive elements, or a combination of elements, can take the viewing experience to greater heights.

A common example today is the use of QR codes; their popularity has been further driven by the pandemic as viewers may take action almost instantly. Particularly useful in CTV, QR codes are an efficient way of getting viewers to continue the consumer journey on their mobile devices – including downloading an app, adding an item to an online cart, or even redeeming a gift.

Other elements that help push users down the conversion funnel include countdown clocks, which heighten the sense of urgency and excitement for promotions and product releases, and shoppable videos, which provide an instant path to purchase.

As CTV and video continue their rise as one of today’s most important marketing channels, it is time for brands to start riding on the wave of video and creative to unlock growth. With the close of 2021, it’s now time to harness the host of possibilities that CTV and video bring, to engage with audiences uniquely and personally for the most unforgettable shopping moments.

This article is written by Greg Fournier, senior vice president of global strategy at video advertising platform Unruly.

Marketing Featured ANZ

Integrated marketing firm Archibald Williams launches new targeted video department

Sydney, Australia – Archibald Williams (AW), the New South Wales-based integrated marketing firm which delivers an expansive range of services such as brand consultancy, data consultancy, advertising, and design has launched a new targeted video department, which it said is in response to the increased client need for personalized customer communication and the evolution of video production.

AW revealed that the idea was born out of the firm’s customer communications work for Mastercard and Citibank across the APAC region which has seen an increase in the use of video to inform, educate and excite customers within the creative mix. The firm said additional language, product, and messaging variations also increased the need for the creative development of video and production to be inextricably linked to the creative process.

With the new department, AW will be changing the structure of the skillsets in its creative teams which will now include a customer experience director and audiovisual director to complement the existing art director and writer roles.

The new video offering will include the ideation, development, and production of videos in-house, and should appeal to clients who wish to maximize their investment in martech technology and have a desire for personalization in a visual form.

Kiranpreet Kaur, AW’s head of client & strategic services, believes the firm’s experience in delivering a product message via video across 17 markets had been an opportunity to build up their team around a scalable and agile model, one that not only delivers creative that emotionally connects with consumers, but drives real business results for clients.

“We’re thrilled to launch this offering (officially) because we already know it works. The exponential growth of video content consumption is undeniable, but can easily become a trap for brands, if executed poorly,” said Kaur

Technology Featured APAC

Adtech platform Xandr launches new feature to standardize video content

Singapore – AT&T’s advertising and analytics division, Xandr, has released a new feature on its platform, described as content metadata for video. The new feature aims to help publishers improve the monetization of their premium video supply through standardized content descriptors.

Each publisher has different ways of labeling content, and buyers find it challenging to forecast, target, transact and report at scale across premium video inventory, and this is what Xandr aims to solve. Through the new feature, Xandr will be able to standardize content metadata to make it simple for both publishers and buyers to better represent and identify video content.

Xandr will take the thousands of unique genre values and simplify these into standardized categories using its fields including duration, delivery type, genre, program type, rating, network, and language. Xandr also offers multiple integration options to make it easy for publishers to send their metadata, including automated live content mapping to ensure there is comprehensive coverage. According to Xandr, over 50% of transacted CTV impressions on Xandr Monetize, its premium inventory, include content metadata.

The new feature will ensure the publisher’s metadata is standardized into Xandr’s taxonomy. This means that Xandr will take the thousands of unique genre values and simplify these into standardized categories using its fields including duration, delivery type, genre, program type, rating, network, and language.

Lynn Chealander, Xandr’s director of product management, commented, “As video continues to grow, Xandr is leading the way in standardizing content metadata to help our customers across both the buy and sell-side better understand premium video. Content metadata for video will allow publishers to capture unique spend as it unlocks demand for contextual audiences and will give buyers insight into the content so they can make informed decisions. All while matching ads to relevant content to create a better experience for viewers.”

Platforms Featured ANZ

Virgin Australia first Aussie airline to take off on TikTok

Sydney, Australia – In a bid to reach a newer audience and focus on engaging online with customers, airline Virgin Australia has officially debuted on the short-video platform TikTok, making it the first Australian airline to debut on the platform.

The first few uploads on the TikTok channel range from a ‘talking aircraft’, a stewardess sporting the well-known Virgin Australia red lip, to behind the scenes of work among Virgin Australia employees, the airline has rolled out a line-up of fun and hilarious content to date, sharing the brand with existing customers as well as a whole new generation of travellers and TikTokers.

According to Libby Minogue, chief marketing officer at Virgin Airlines, future uploads will feature Virgin Australia team members and focus on behind-the-scenes footage, trending content and of course, their planes. 

“TikTok really is the perfect platform to showcase our famous ‘Virgin Flair’ and our wonderful team members and we’re so excited to be the first Australian airline to launch on the platform,” Minogue stated.

Virgin Australia’s take-off into TikTok comes as the airline is about to celebrate its 12-month anniversary after being relaunched last year, with the airline focusing on its heartland customer and undertaking a long list of improvements and innovative new customer touchpoints. 

“Our followers will get to see a different side to our business. From the lifestyle of cabin crew and pilots, to behind-the-scenes glimpses into our operation, TikTok has opened a new way for us to communicate with existing and new customers, as we fly into a new era of travel,” Minogue said. 

She added, “We’re also encouraging our own Virgin Australia team members to join TikTok and create content that we know will resonate with users, like why cabin crew must wear a watch at all times, sneak peeks and secret flight hacks,” Minogue added.

The airline has already notched up almost two-million organic views since its first TikTok post.