The conclusion of this series covers Video in Paid Search and Measuring Video
Video in Paid Search
Now that search engines have acclimated searchers to video in the organic listings, they are beginning to test video in paid search. Most recently, Google lead the charge testing Blackberry paid video ads in March 2008. The reach paid search has means video advertising could be a frontrunner in the digital media mix, as the prospect of delivering high quality video to consumers – those actively looking for brand messages – presents huge potential to both direct response and brand advertisers.
Traditionally, non-digital video advertising has been a push medium, where the request for interaction stems from the marketer. Online, video serves more often as a pull medium, with consumers actively searching for content. As the media consumption is intentional, advertisers have more avenues on which to capitalize, paid search marketing being an excellent channel for requested brand interaction.
In regards to branding, paid search has always had its disadvantages; it is text based and has a very restrictive copy length. Video now offers advertisers a valuable channel in which to invest “brand dollars” that would normally be invested in offline activities. Coupling video with consumer intent has the potential to be even more powerful than paid search alone. It gives advertisers the opportunity to communicate with consumers in a very different way. Search spend could become more prominent in media schedules, as more advertisers fully integrate their online and offline strategies to include multiple video channels.
From a consumer perspective, a SERP page must not become too convoluted. Search engines understand this, and it is unlikely that there will be big changes to the manner in which these pages are viewed. Search engines will make sure that additions to search functionality will not detract from the user experience and drive searchers elsewhere. For this reason, paid video listings are likely to be displayed in the form of a text ad with a drop down/expand option – different from the natural listings in which they display the first frame of the video.
Video ads may mark a fundamental change in behavior, as consumers start to make purchasing decisions before they reach the landing page. This may keep searchers staying on search engines for longer (which can only serve to benefit them) and may require the consumer to make less repeat searches. As a search result level brand element, video could potentially appropriate some of the marketing significance from landing pages. Only time will tell if video will shift consumer search behavior significantly.
Measuring Video
Success metrics traditionally associated with both paid and natural search activity will need to evolve to account for consumer engagement. Paid search technology may evolve too, as campaigns are optimized to behavioral metrics. Search agencies not utilizing web analytics solutions will suffer, as softer conversion metrics become the principal factor in evaluating campaigns. Proxy conversions may become the norm with video, and advertisers will be looking at engagement metrics as oppose to ROI. Traditional agencies may take more notice of search as a brand channel, and search may just become an intrinsic part of the marketing mix for more businesses.
Paid search video advertising could result in search becoming a more traditional advertising channel with less pull and more push to end users. Companies gain a highly effective online channel in which to invest their “brand money,” knowing that consumers are actively involved in brand interaction. This may steal marketing spend from more passively digested media such as television advertising.
Introducing video will mean the spectrum of search as a marketing tool will broaden. As search opens up to new ways of engaging with consumers the industry must redefine itself, starting with success measurement and metrics. Video may just be the format that formally moves search from a channel weighted disproportionately towards direct response to an outlet with versatile application for conglomerates and small businesses alike.
Article by Paul McDevitt and Martin Vitner