8 Min Read

How to Build a Video Advertising Strategy With Your Audience in Mind

Written by Melissa Yap

We’ve been part of the Connected TV advertising space since its conception, and are even more grateful to have had an opportunity to shape this industry into what it is today. It’s safe to say that we’ve amassed a compendium of our own learnings around video advertising. The stats also support the cause, as 92% of marketers who use video understand the importance of it in their marketing strategy, and 88% of video marketers report positive ROI from their video advertising efforts. Helping brands deliver memorable and thought provoking video content is akin to what we do at SteelHouse. So, let’s take a walk down memory lane to see how our video strategy has evolved over time, and more importantly, how your brand can apply these insights to your own video advertising strategy.

1. Laying down the groundwork

Pink Floyd’s classic “We don’t need no education” song lyric is a misnomer when it comes to B2B brands like ours.  Educational content is the foundation of what we do to inform our audience, and will remain a constant, since Connected TV is ever evolving. Only recently has the space picked up more momentum with a growing suite of Connected TV services, and more people (viewers and advertisers alike) cutting the cord in favor of CTV. 

Our top performing video happens to be our “Want to Run Your TV Ads with Digital Precision?” summary of Connected TV, a 30” video which succinctly explains our SAAS  model and resulted in an average 90% completion rate. We are a reliable partner-in-crime for many advertisers, but are also direct and genuine in our approach, so this video combines lifestyle (beach, sand and surf – we are in California, after all!) visuals to evoke a sense of calm, a trait true to our brand. 

Thought leadership is a running thread for us, and our CEO Mark Douglas has been pivotal to adding his expertise in our videos. You’ve probably also seen him around on regular appearances on the news, too. However, it’s his explanation of Connected TV and why it will soon be the largest advertising channel in the world, which has got people talking. This video made it into our top three, and we made it a point to include some important statistics, but spin it differently without sounding like a broken record. For example, did you know that 22 million viewers have stopped watching cable in the past two years, which is equivalent to the entire population of Texas? When you put it that way, it makes for a much more compelling argument. This video also includes a short demo of Audience Extension, a feature which creates a fully-immersive ad experience from your Connected TV to your other devices.  

2. Have a Little Fun

Did you know that 97% of marketers say video has helped their users better understand their product offering? We like to keep things balanced here at SteelHouse, and there are only so many educational videos one can watch before the attention span, well, drops. Besides, what is work without a little play? Cue our Weekly Report videos series, all under a minute long, which was conceived to offer educational content in a lighthearted way. In this series, we brought in some stars of the show – our own team members – to bring their expertise to the table. We covered topics from second-screen ad strategies, through to prospecting ads and Back-to-School, as well as introducing some new characters to the mix. 

This series was repurposed for social media and was such a success that we’re working on another special project that we’re excited to share with you soon. 

The long and short of it is that there is no special recipe for creating an impactful video – it comes down to the type of brand and industry, and understanding your audience. Our first priority is demonstrating our subject matter expertise in our videos, but leaving room to think outside the box. We always encourage brands to do the same, and experiment with various creative elements to better understand what does and doesn’t resonate with their audience.