Marketing is all about CTA’s: getting the person watching your video to take a next immediate action with your brand. That could be through joining a mailing list; following a brand page; downloading educational information or making a purchase, to name a few.
Marketing is of course in and of itself one massive call to action. Whether content is focused on broader brand penetration and brand growth or towards a more short term goal focused on signing new clients or moving product, calls to action are vital.
A subscription based service online brand, for example, looking to build brand awareness might have a CTA that drives potential consumers to a dedicated webpage where they can learn more about the company educate themselves and join a mailing list. If that same company were looking to drives sales during a particular time frame they might craft their CTA’s to drive potential consumers directly to the point of purchase page online or on mobile.
Brands can increase efficacy of CTA’s and their effect on potential consumers’ propensity to search online for the company directly after viewing. Their CTA’s are delivered via end tags vary in length from three to ten seconds.
What’s really interesting, though, is if the end tag is delivered in a clever manner, users propensity to search about the product increases versus just listing a url address.
Here’s what we’ve learned:
KEY POINTS
1. END TAGS WITH SEARCH PROMPTS CAPITALIZING ON CONSUMER ‘PROPENSITY TO SEARCH’ (versus just listing the url….a small change but with a significant differential).
– Think with Google did a study of 98 TV campaigns where every campaign saw a lift in product discovery in the first 15 minutes the TV ad had run.
– To dive deeper, they teamed up with Dyson and JBL to see what would happen when the prompted viewers to search a specific item.
– In the case of Dyson, 24% of all queries that occurred in the five minutes following the spots were attributed to the custom “Search Dyson V6 on Google” messaging, generating 1.4x more searches than control ads which showed “Dyson.com/dog”; Suggesting that a search prompt end tag would perform better than a URL.
– For JBL they tested different copy variants and found the straight forward “Search Google for JBL Extreme” to perform the best.
– The link to the summary of the study is here.
– It’s intriguing that the search prompt focuses simply on what of a consumer is being asked to do, and the consumer insight that people typically do pick up their device after viewing something they are interested in.
2. TEST TO ADDRESS EFFICACY OF PLACEMENT OF CALLS TO ACTION:
– While A/B tests of a particular spot can be done to measure efficacy of CTA placement, the end tag represents the best practice as it allows for the brand to create engagement prior to requesting action.
– Running banners throughout with a phone number or URL is a tactic sometimes associated with time sensitive sales offers.
If you want to learn more about CTA’s in your video content, you can contact us here. We’d love to hear from you.