2011 is proving to be a big year for video, both online and offline. In fact, TV viewing in the US has held steady at an average of 5 hours per day while online video usage surged by 45% this year to over 4 hours per month.* Video consumption is positioned to only continue growing as consumers crave more information and entertainment across numerous devices.
Naturally, this trend increases the importance of video for businesses, but we know that getting started with video advertising can be a formidable challenge. First and foremost, how do you create a compelling and effective video ad on a reasonable budget?
That’s why we’re excited to announce Google’s extended partnership with SpotMixer which allows Google AdWords and TV Ads customers to create custom ads absolutely free of charge. Your ads can be aired across TV and online video sites as many or as few times as you wish. This offer represents our increased commitment to advertisers who want to leverage video to increase brand awareness and ROI.
Integrated directly into Google AdWords, SpotMixer provides a simple and powerful ad creation tool that takes your existing AdWords campaigns and converts text ads into a tailored video or TV ad. From there, select from a variety of professional templates which set the pacing, transitions, effects and design of the ad. SpotMixer also provides a full gallery of stock images, videos and music in addition to allowing the use of your own photos, text, and logos.
Viola, you now have a custom ad for use across Google TV Ads and Google’s Display Network including YouTube.
Already have a TV or video ad? Upload it directly into SpotMixer to edit the entire ad or just select parts to improve aesthetics and effectiveness. Once you’re done, SpotMixer will provide the correctly timed formatted file to download onto your computer then upload directly into your Google TV Ads or AdWords ad library.
Imagine the power of this free tool which allows 100% of your budget to go straight to your media plan rather than ad creative.
Test different calls to action
• Customize different ads for your various target segments (for example, customize one ad version for female consumers and another for male)
• Get specific in your tracking — build ads with different phone numbers and tracking URLs to test effectiveness of different media placements
• Run seasonal ads throughout the year
Create integrated campaigns
• Create :15 and :30 versions of your ad to run on TV and online
• Try bookending with two :15 seconds ads
The possibilities are only as limited as your imagination and business goals. Find SpotMixer in your AdWords account in two ways:
Via Google TV Ads campaign page — select ‘New Ad’ and click on the link to SpotMixer
Via Google AdWords — select ‘New Ad’ and access SpotMixer via the Video and Audio section of Display Ad Builder.
2011 promises to be an exciting year for video advertising and along with our partners at SpotMixer, we hope these tools put you on the path to success.
*Nielsen Three Screens Report, Q1 2010 and Nielsen Overall Online Video Usage (U.S.), January 2011
Post by Neha Mandal, Product Marketing Manager for Google TV Ads