Smartly.io Video Templates Awards
This article was originally published @ Smartly.io Blog
Illustration by Emilia Sausse
Video content has found its way to users’ hearts, and it should come as no surprise that it will continue its exponential growth in 2019. According to Cisco’s estimates, 80% of all internet traffic in 2019 will be video content and, other industry estimates foresee mobile video ad spend to reach $7B by the end of 2018.
New: Smartly.io Video Templates Awards
We introduced our Video Templates feature earlier this year to help our customers automate the creation of their video ads. Over the past few months, our customers have produced incredible videos that have yielded great results. We wanted to celebrate our customers who keep inspiring us every day – and a Video Template Awards was the perfect way to showcase our customers’ creativity.
All participants could submit their work in three different categories. We saw some amazing ads across industries, let’s take a closer look at the winners:
Category: The Best Performing Story: TUI.nl
The main goal for the Last Minute Instagram Story campaign was to send new high-quality traffic to TUI.nl to increase sales. The campaign was a success with a CTR of 2.5% (TUI.nl highest CTR for an Instagram Story) and cost per landing page view of €0,25.
From a performance perspective, this has been the best Story ad ever for TUI and this encouraged them to run more sales campaigns on Instagram Stories.
The full-screen photo, the real-time prices with subtle animations and organic-looking stickers create a dynamic yet soothing experience for the viewer. The clear CTA allows users to easily navigate to the offer.
“The Smartly.io team was extremely helpful in creating our first dynamic video. After that, our team was able to continue as the tool is so intuitive and the interface easy to work with.”
Ilona Van Der Burg, Digital Marketer, TUI Netherlands
Actionable tips:
1. Mimic organic behavior
2. Keep the ad short and relevant
3. Make the value proposition clear and actionable
Category: The Best Production Work: Crowd Mobile
With more than 100 layers, Crowd Mobile produced one of the most complex Video Templates that we have seen. Their in-house team produced all the animations on the tool and then did a split test against a video produced by a Motion Designer.
The video produced on Video Templates won with lower CPCs in numerous countries. And, as the video template was created in-house, it saved the team a lot of time and money.
“We run Facebook and Instagram ads in 30+ countries. Getting video designs in all languages used to be a struggle and quite costly. Using Smartly.io creatives has been a game changer for us in that department. Within a few minutes,we have one creative in 10 different languages with no extra costs.”
Sophie Krenn, Senior Digital Marketing Specialist, Crowd Mobile
Actionable tips:
1. Unique, eye-catching design
2. Reflect your audience’s reality in your creatives
3. Showcase the product in use.
Category: People’s Choice Award
KLM ran these video ads in 7 languages, across 40 countries, thanks to the scalable opportunities through vídeo templates. They use the templates to constantly update the content with the 10 top destinations for each country where they are running the campaign.
They have seen a decrease of 48% in Cost Per View, 20% decrease in Cost Per Search and a 77% decrease in CPC link,just by adding video templates to their upper funnel prospecting layer.
“The value of adding video to our social media advertising was already clear to us, but we were not able to personalize and scale videos for our performance-driven social campaigns. Smartly.io’s Video Templates make it possible to easily create inspiring dynamic videos for each KLM destination we fly from.”
Martine van der Lee, Director of Social Media, KLM
Actionable tips
1. Combine branding with DR tactics
2. Personalized creative with language variations and destination selection
3. Built for mobile viewing
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