Why Video Ads Need to Be in Your Franchise Local Media Mix
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As ad spend dollars shift to digital channel , franchisors are searching for new avenues to reach their target audiences online. Any franchise can run campaigns on channels such as paid search and social media. But where can they go next to build a stronger local media mix? Local video advertising is the best option.
While U.S. video advertising market has been growing steadily for some time now, recent data (Q1-2022) from eMarketer and Group M highlights that the local video market is expected to reach $55 billion in 2022 alone. That’s roughly 41% of the total video advertising market, with national video buys consuming the remaining 59%. Adding to this data set, Cisco.com research notes that in 2022, roughly 82% of all online content will be video content.
For franchisors and franchisees, the message is clear: Your prospective customers are now engaging with video content and advertising routinely. Those franchise brands and businesses that capture the attention of their target audiences in the burgeoning local video market are the ones that will successfully drive revenue growth from this key channel.
Selecting the right video channels for your business
First and foremost, what data do you have on your target audience(s) that showcases where they spend time-consuming video content? While TikTok may garner lots of attention in social media, it still lags behind Facebook, YouTube and Instagram when it comes to user engagement. Furthermore, TikTok does well with ages 12-34 but doesn’t perform very well outside of that cohort. While social media video content can be very effective in driving awareness and affinity among your core audience, not all social platforms are the same.
From an advertising perspective, studies show that CTV/OTT continues to be not only one of the most in-demand video products for marketers, but one of the most in-demand digital products overall in 2022 when compared to social media, email marketing and other options. The explosion in programmatic media buying has opened up a lot of avenues for brands to reach their audiences on CTV/OTT with highly specific targeting in place, but without the need for million-dollar monthly ad budgets.
Not all video advertising creative perform equally
Video ad creative can be overlooked and negatively impact channel-by-channel performance. It’s simply bad strategy to take the same 30-second spot and run it in equal measure across your linear television buy, your CTV/OTT campaign and your social media channels. There are plenty of examples and guides on how to develop creative for specific channels to ensure your creative meets audience expectations and delivers the business results you seek. Your guidelines for each channel should include tips on where and when your logo should appear, the optimal length of your video and where to insert your call-to-action. Overlooking this can result in ineffective campaign performance, wasted budget and a skewed version of how video advertising can impact your prospective customers.
YouTube offers opportunity for franchise businesses
Local video advertising via YouTube can be a great option for local business owners and franchise systems. This is due to several reasons. First, many franchisees are often already spending advertising dollars on Google Ads (search, display, remarketing, etc), so adding in YouTube as a complement to these active campaigns can create a more full-funnel media approach while harnessing historical campaign and audience data from other Google campaigns.
YouTube campaigns offer a budget-friendly way to get into video advertising. They can generate quality awareness and customer growth that is unmatched on other channels. YouTube can be a cost-effective video advertising solution for franchisees, whether they are opening new locations, recruiting new staff, or simply highlighting promotions. Lastly, by integrating YouTube campaigns into existing Google Ads accounts, franchisees can further enhance their remarketing efforts and convert more customers by reaching them at multiple phases of their buying journey.
As the U.S. video market continues to significantly expand over the next few years ($167 billion by 2025), the time is now for franchisors and franchisees to identify where video fits in their media mix and marketing strategy. Effective campaigns that combine channel selection with high quality creative, efficient audience targeting, geographical targeting, and localized calls to action will yield results. To be successful, you don’t need to have a huge budget for advertising. All that is required is a well-planned strategy.
The author of 5 books, 3 of which are New York Times bestsellers. I’ve been published in more than 100 newspapers and magazines and am a frequent commentator on NPR.