Video ad engagement rates essentially represent whether viewers are watching and taking some action in relation to what they’re seeing. The lower your engagement rate, the less successful your campaign is. You want your viewers to stay around and engage with your ad as opposed to simply clicking away, which is known as dismissal. Here’s a few tips to help improve your engagement rate without spending a lot of cash or time.
Know Your Choices
You’ve got more than one way to present ads in video. Pre-rolls give your viewers a chance to dismiss an ad a few seconds in but with an option to go back to it later. Ads that take over in the stream give viewers a chance to interact with your brand in a creative way but do run over the video itself.
The selection format allows viewers to choose which ads they want to watch.
All three ad formats have different benefits. Giving your viewers a way to control the ad experience through the pre-roll or selection format has been shown to increase retention rates. But interaction ads may boost engagement, although more studies on major campaigns still needs to be done to clarify how well they work.
Experiment with the various ad formats and keep track of your results using campaign measurement metrics such as retention and dismissal rates. You can increase the success of your video ads if you can determine which formats your audience responds to the most.
Leave a Reminder
If you’re going to give your viewers more control over their experience, such as with the pre-roll format, it’s necessary to provide a way for them to return to the ad later should they wish to do so. Use non-intrusive reminders, such as small unit in the lower corner of the screen, to give them the opportunity to view your ad later.
Get Yourself Out There
Don’t stick the same ads on just a few websites. If you’re repeatedly exposing the same viewers to repeated content, you’re going to lower your engagement levels and increase your dismissal rates. Get your content in as many relevant spots as possible and be sure to mix it up across all the platforms you use.
If you’re trying to reach markets in multiple areas, you can re-tool pre-rolls and interactive segments to give existing content new life while providing some region-specific angle.