Eyeview, in conjunction with sNetworks, presented similar promotional content to 400 consumers and found videos with ads designed for specific audiences ended the session with a more favorable opinion of the company than those that saw a TV ad repurposed for the web.
In fact, the targeted, web-specific ads resulted in 100 percent greater likelihood of conversion than the TV spots.
Targeting video content in the same manner as articles written as part of content marketing plans falls in line with common industry belief that specialized content drives engagement. Producing content without any specific audience in mind is unlikely to convert prospects, because it lacks the relevancy needed to trigger a response. Even with a well-placed call to action, generic content is rarely very compelling.
Sharing video content on social media websites is also a positive step for businesses advancing their marketing efforts. Roost recently reported that prospects are more likely to engage brands when presented visual content on their various social media accounts.
