Mid term video advertising on social media (youtube, tiktok)

VIETNAM - KOREA UNIVERSITY OF INFORMATION AND COMMUNICATION TECHNOLOGY - FACULTY OF DIGITAL ECONOMY AND E-COMMERCE - MID-TERM VIDEO ADVERTISING ON SOCIAL MEDIA (YOUTUBE, TIKTOK) Team : NGUYEN DAC NAM – 20BA024 TRUONG THI THU THAO – 20BA124 TRAN HOANG LONG – 20BA160 PHAM THI SUONG MAI – 20BA021 Course : Display and Video Ads Class : 20GBA Instructor : NGUYEN THI KIEU TRANG, Ph.D Da Nang, May 202 CHAPTER OVERVIEW ABOUT VIDEO ADVERTISING 1.1 Overview about Video Advertising .1 1.2 The definition of Video Advertising 1.2.1 Platform YouTube 1.2.1.1 YouTube popularity in Vietnam 1.2.2 Platform Tiktok 1.2.2.1 Tiktok popularity in Vietnam CHAPTER TYPES OF VIDEO ADVERTISING ON SOCIAL MEDIA 2.1 Youtube 2.1.1 Skippable in-stream ads, trueview .8 2.1.2 Non-skippable in-stream ads .8 2.1.3 Discovery video ads 2.1.5 Outstream ads 12 2.1.6 Masthead ads 12 2.1.7 Benefits and Drawback of YouTube ads 13 2.2 Tiktok 14 2.2.1 In-few Ads 14 2.2.2 Brand takeover 15 2.2.3 Topview 15 2.2.4 Branded Hastag Challenge .16 2.2.5 Branded Effects 17 2.2.6 Benefits and Drawback of TikTok ads .18 CHAPTER CASE STUDY OF VIDEO ADVERTISING ON SOCIAL MEDIA 20 3.1 The successfully 20 3.1.1 Youtube – Adidas “Born to Create” 20 3.1.2 Tiktok – Vinfast 21 3.2 The failed case 22 3.2.1 YouTube – Pepsi “Kendall Jenner for Pepsi Commercial” .22 3.2.2 TikTok – Common Reasons Ads Fail Review 23 REFERENCES 27 CHAPTER OVERVIEW ABOUT VIDEO ADVERTISING 1.1 Overview about Video Advertising According to the IAB Video Advertising Spend Report, digital ad video spend grew from $26.2 billion in 2020 to $39 billion in 2021 This number is expected to increase to 49.2 billion in 2022, an increase of 26% year over year Chart 1.1: Digital ad video spends over the years Source: IAB’s Video Advertising Spend Report 2022 The report also reveals that nearly two-thirds of video ad revenue comes from mobile devices and nearly 75% of surveyed advertisers are planning to increase their digital video ad spend over the next 12 months Chart 1.2: Annual Digital Video AD spend by social media 1.2 The definition of Video Advertising Video advertising is the process of displaying ads either inside online video content – usually before, during or after a video stream, known as pre-roll, mid-roll, and post-roll – or as standalone ads A majority of video ads are bought, sold, and displayed programmatically using various targeting methods and may also include interactive elements Social Video Advertising are videos tailored to each social platform and supported with paid placements in order to deliver very specific results The platforms: Facebook, YouTube, Tiktok, Instagram, Snapchat, Pinterest, twitter Here we analyze the most popular platforms currently, YouTube and Tiktok 1.2.1 Platform YouTube YouTube alone has over billion users — and each day those users watch a billion hours of video, generating billions of views What’s more, YouTube on mobile alone reaches more 18–49-year-olds than any cable network in the US If you’re dying to know how to tap into the awesome power of video marketing, this article is for you First, you’ll learn what is YouTube advertising and the different types of YouTube ads available in 2021 Then, I’ll show you how to setup and configure your first YouTube advertising campaign Picture 1.1: 10 Most download entertainment apps in 2021 by appotipia YouTube advertising, done through Google Ads, is a way of advertising your video content on YouTube or in search results so you can maximize your user reach This could be your video playing before a user view another’s video or showing up in YouTube search results for people to watch in full 1.2.1.1 YouTube popularity in Vietnam YouTube is one of the most common media among Vietnamese Vietnam is one of the top countries for YouTube global market and there are increasing number of Youtubers who give a hug influence over the lifestyle and opinions of the Vietnamese youth Data recorded from YouTube shows that more than 25 million Vietnamese people streamed YouTube on TV screens with network connectivity, the highest in the Asia Pacific region as of May 2021 Picture 1.2: Number of youtube users in Asia Pacific region Picture 1.3: Usage Youtube by Q&Me  Vietnamese spend around hours per day for watching YouTube  YouTube comes as 2nd among SNS, after Facebook  Smartphone is dominantly popular as the device to watch YouTube  58% have the purchased the items after watching YouTube  Electronics, Beauty/cosmetics, fashion are the top items that people are influenced by watching YouTube 1.2.2 Platform Tiktok Besides those marketing tactics, you could also invest in paid advertising on TikTok to further boost your brand’s impact on the app’s audience With the app’s immense popularity, TikTok ads could be a great addition to your social media advertising strategy But advertising on TikTok isn’t the same as advertising on other social channels This post gives you a detailed overview of how to advertise on TikTok and what kind of ads you can use Picture 1.4: 10 Most Downloaded Apps in 2021 in the World In a span of just a few years, TikTok has seen massive growth in popularity and app usage By April of 2022, it managed to reach billion active users worldwide And in our previous post on TikTok basics, we explored some of the reasons for the app’s popularity as well as how brands can market on the platform 1.2.2.1 Tiktok popularity in Vietnam The fourth quarter of 2021 saw the unequivocal domination of TikTok in the short-video category Having entered the Vietnamese market later than the other players (YouTube & Facebook), TikTok was the go-to short-video platform of only 8% of Vietnamese people at the start of the tracking period (2019) Chart 1.3: TikTok took over as Vietnamese's most favorite short-video platform in Q4 2021 TikTok was the overall winner of 2021, showing consistent growth throughout the year in various categories By the end of Q4 2021, TikTok has become the dominant short-video platform for Vietnamese If marketers and advertisers in Vietnam haven’t been paying attention to TikTok, they should now! Chart 1.4: TikTok quickly grew to be Vietnamese Gen Z's favorite short-video platform It’s worth noting that TikTok’s popularity rose for Vietnamese of all ages Among Gen Z users, TikTok made the whopping jump of 13% points, with 50% of Vietnamese Gen Z now using TikTok for short-video content The growth rate of TikTok’s popularity is slower for older generations TikTok gained 2% and 4% for Gen X and Millennial users respectively Picture 1.5: Usage Youtube by Q&Me CHAPTER TYPES OF VIDEO ADVERTISING ON SOCIAL MEDIA 2.1 Youtube 2.1.1 Skippable in-stream ads, TrueView Use skippable in-stream ads when you have video content you'd like to promote before, during, or after other videos on YouTube and across websites and apps running on Google video partners Picture 2.1: Skippable in-stream ads, TrueView - Suitable video length: 15 – 30s - Bidding form: CPM, CPV, CPA - Appropriate marketing goals:  Increase brand awareness  Reach customers during solution consideration  Increase conversions 2.1.2 Non-skippable in-stream ads Use non-skippable in-stream ads when you have video content you'd like to promote before, during, or after other videos on YouTube and across websites and apps running on Google video partners and you want viewers to view the entire message without skipping your video  Measure your success: Find out if you're reaching the right audience Check your Google Ads account to track views, costs, and budget details Visit the "Analytics" tab in your YouTube account to learn more about your viewers For example, you can see which videos your customers are watching and for how long Drawback of YouTube Ads  Unable to select videos to display ads You are targeted within a certain range but cannot choose the context in which to play the promotional video Standing in the role of the user, you will see many times when the ad is displayed that is not related to the video you are watching  The factors that increase the interaction rate have not been optimized yet The text that appears on the ad video has a very low rate It is limited to a maximum of 50 characters including CTA (call-to-action), brief description… To overcome this limitation, you should create Thumbnail that attracts viewers and invests well in the first seconds of your video video  Difficult to target customers accurately Targeting is both an advantage and a disadvantage of YouTube Ads Narrowing your ad audience doesn't mean you're targeting the right potential customers, as users create their own video portfolio 2.2 Tiktok 2.2.1 In-few Ads In-Feed Ads are the video ads that appear in between user videos as you scroll through your For You page If you’re unfamiliar with TikTok and the For You page, In-Feed Ads are very similar to the ads you’d see while tapping through Instagram Stories 14 Picture 2.8: In-few Ads of Tiktok 2.2.2 Brand takeover Brand Takeover Ads appear upon opening the app — presenting a full-screen video to your targeted audience They’re one of TikTok Ad’s best options for delivering mass awareness and driving direct sales since you can place your messaging right in front of your target audience Picture 2.9: Brand Takeover of Tiktok Not only these ads show up as soon as users open TikTok, but they can also appear on the For You page as still images, GIFs, or videos — including a clickable link driving users to a landing page or a Hashtag Challenge within TikTok 2.2.3 Topview TopView Ads are a new advertising option that builds on Brand Takeovers What makes TopView Ads different is that unlike Branded Takeover Ads, TikTok 15 users aren’t bombarded with an ad as soon as they open the app — TopView Ads are the first in-feed post after seconds Picture 2.10: Topview of Tiktok It shows up at the top of the For You page, TikTok’s most premium real estate, with up to 60-seconds of full-screen video with auto-play and sound 2.2.4 Branded Hastag Challenge Branded Hashtag Challenges are a one-of-a-kind advertising opportunity exclusively to TikTok You’ve probably seen branded hashtag challenges displayed on TikTok’s Discovery page Like regular hashtag trends and challenges on TikTok, Branded Hashtags Challenges offer both organic and sponsored opportunities for brands 16 Picture 2.11: Branded Hastag Challenge of Tiktok They’re a great way to encourage user-generated content and build brand awareness The best part about Branded Hashtag Challenges? You can have a ton of fun with them! They are an awesome way for brands to collaborate and seamlessly integrate themselves into the TikTok culture and community 2.2.5 Branded Effects TikTok now offers branded shareable stickers, AR filters, and lenses in their advertising mix Like Snapchat’s branded lenses, TikTok’s branded effects allow brands to design their own custom filter on the app 17 Picture 2.12: Branded Effects of Tiktok Branded Effects can be live for up to 10 days at a time and are an awesome way to encourage users to directly interact with your brand (in a fun way!) 2.2.6 Benefits and Drawback of TikTok ads Benefits  Expand your lead base with TikTok ads With its popularity, TikTok is an affordable option for brands to increase brand awareness and expand their potential customer base to Gen Z and Millennials At the same time, data published by Decision Labalso shows that the number of Gen Z and Millennial users is constantly increasing; thereby, providing opportunities to help brands promote products effectively to young customers  Tik Tok ads not interrupt the user experience Instead of disrupting the user experience, TikTok ads are displayed seamlessly along with posts in the "Following" or "For You" section This makes the user experience unbroken and similar to the creator's content If the brand's ads are creative and engaging, users can tap the share button on the right side of the screen to access various sharing functions From there, create a viral effect for advertising campaigns on multiple platforms  Users can interact with content in a variety of ways 18 The third advantage that TikTok ads offer is the features that encourage users to interact with the brand in a variety of ways As mentioned earlier, TikTok is a platform designed to encourage people to engage in topics they love Brands that advertise on TikTok effectively often take advantage of the features provided by Tik Tok to maximize engagement and spread content Some special features of TikTok can be mentioned as: o Merge one video into another: This feature allows users to grab another TikTok clip and add it to their own video o Duet (duet) on TikTok: This function allows users to create feedback or dialogue with content available on TikTok Creators can use subtitles of different colors to let users know which parts they can respond to, act on, or sing along to Businesses can use this feature to create contests or further enhance user engagement with brands o Create original sounds: This function allows brands to provide content creators with special tunes and sounds Users can use these special sounds to nest into videos and tell their own stories From there, help the tone and message of the brand spread and differ deeply into the user's mind Drawback Since it is a short video sharing platform, the attention span of users on TikTok is very short Brands only have a few brief seconds to grab their attention If users find the message unappealing or realize it's an ad, they'll quickly swipe up to find other, more interesting content Therefore, the effectiveness of TikTok ads completely depends on the creativity of the brand 19 CHAPTER CASE STUDY OF VIDEO ADVERTISING ON SOCIAL MEDIA 3.1 The successfully 3.1.1 Youtube – Adidas “Born to Create” – Objective: to increase brand consideration during the stage when customers are searching for products – Challenge: for a successful campaign to launch a new soccer cleat, Adidas wants their target audience to be more interested in this product Approach: Adidas created a sequence of promotional videos (sequential ads) for the target audience who watched or skipped their first product ad Specifically, for those who have seen Bumper Ads and a long ad, they will continue to see ads that talk more about the new product – Format Youtube Ads use:  Bumper Ads  Trueview  The form of "Sequential advertising" Picture 2.13: Video ads of Adidas “Born to Create” campaign on YouTube - Result: 20 + 33% increase in brand awareness + 317 % increase in love for the new product line 3.1.2 Tiktok – Vinfast – Objective: VinFast E-Scooter had just the perfect strategy up its sleeve with a Branded Hashtag Challenge and advertising campaign on TikTok that was designed to reach a wide audience of users and engage them in a way that just might end up inspiring a new breed of VinFast E-Scooter riders – Challenge: With electric scooters all the rage in Vietnam and global and local brands competing to capture the lion's share of the market in Southeast Asia, VinFast E-Scooter wanted to race ahead of the pack and acquaint Vietnamese students with their brand and product line of e-scooters that's designed and suited for the Vietnamese physique Approach: VinFast E-Scooter's #Phieucungxechat Hashtag Challenge acquainted participants with their products through a "virtual" test drive using a Branded Effect Without ever leaving home, TikTok users could add VinFast E-Scooter's Branded Effect and "sit" in the front seat of both the Impes and Ludo, while dancing To up their game, some users added a personalized spin to the dance with an impromptu outfit change, or through improvised facial expressions set to VinFast E-Scooter's catchy branded track – Format Tiktok Ads use:  #Phieucungxechat Hashtag Challenge  Brand Takeover  In-feed Ads 21 Picture 2.14: #Phieucungxechat Hashtag Challenge of Vinfast on Tiktok - Result: + 200M video views + 101K video submissions + 60M Brand Takeover Ad Impressions Refer: https://www.tiktok.com/business/en/inspiration/vinfast-49? 3.2 The failed case 3.2.1 YouTube – Pepsi “Kendall Jenner for Pepsi Commercial” Objective: Pepsi was trying to “project a global message of unity, peace and understanding” Challenge: the ad received backlash and accusations that the brand was trivializing protests across the US In particular, the Black Lives Matter movement 22 Picture 2.15: Kendall Jenner for Pepsi Commercial of Pepsi on YouTube - Results:  The video was removed 24hrs later 3.2.2 TikTok – Common Reasons Ads Fail Review Some typical errors cause ads on TikTok to fail:  The ad makes exaggerated, overstated, or misleading claims about product performance 23  Issues with the ad's text or caption  Issues with video/image, and audio quality 24  The products and prices in the ad are not consistent or relevant to the products and prices on the promoted website  The promoted website does not function properly or contain information required by local regulations 25  The Ad contains a third-party logo  The Ad contains sexual or shocking content 26 REFERENCES Internet [1] https://epipheo.com/services/social-video-ads/ [2] https://webnus.net/social-media-video-marketing/ [3] https://www.wordstream.com/blog/ws/2020/08/10/social-media-video- marketing [4] https://hi.photoslurp.com/blog/video-ads-guide/ [5] https://sendpulse.com/support/glossary/video-advertising [6] https://epipheo.com/services/social-video-ads [7] https://recurpost.com/blog/introduction-to-video-marketing-and-how-its- taking-over-social-media/ [8] https://www.cyberclick.net/numericalblogen/video-marketing-trends-and- benefits-on-social-media [9] https://tmarketing.vn/video-marketing-xu-huong-viral-video-marketing/ [10] https://later.com/blog/tiktok-ads/ [11] https://sproutsocial.com/insights/tiktok-ads/ [12] https://wallaroomedia.com/blog/social-media/tiktok-statistics/ [13] https://wallaroomedia.com/blog/social-media/ten-step-guide-marketing-brand- tiktok/ [14] https://pmax.com.vn/blog/quang-cao-tiktok-cac-loai-quang-cao-uu-diem-va- nhuoc-diem/ [15] https://www.tiktok.com/business/en/inspiration/vinfast-49? [16] https://www.youtube.com/ads/resources/success-stories/adidas/ [17] https://www.oberlo.com/blog/youtube-ads-beginners-launch-first-campaign [18] https://www.brandsvietnam.com/congdong/topic/28745-6-hinh-thuc-quang- cao-Youtube-cap-nhat-2021 [19] https://qandme.net/vi/baibaocao/muc-do-pho-bien-cua-youtube-tai- vietnam.html [20] https://qandme.net/vi/baibaocao/muc-do-pho-bien-cua-mang-xa-hoi-tai- vietnam-2022.html 27 [21] https://www.bin.vn/cau-hoi-thuong-gap/uu-nhuoc-diem-cua-quang-cao-tren- youtube [22] https://rocketdigital.ca/the-effectiveness-of-video-in-advertising/ [23] https://www.marketing-logic.com/marketing/10-of-the-biggest-advertising- fails-of-all-time/ 28