Digital Video Ads & the Consumer Purchase Funnel

An article posted this week by eMarketer discussed the importance of digital video ads from the point of building brand awareness all the way to post-purchase and brand advocacy. Although digital video ads may seem strikingly similar to traditional TV advertising, they are helping brands achieve a diverse array of marketing goals. Not surprisingly, the majority of video advertisers seek to build brand awareness (top of the funnel) by choosing this particular medium for reaching potential customers, but over 11% of advertisers seek to increase customer loyalty (bottom of the funnel) through video. 

As Mina Seetharaman, a senior partner at OgilvyOne mentions in the article, “We have fallen into this trap of thinking that video is only for top-of-funnel activities, but we have a lot of programs that prove otherwise.” Although attribution continues to be the barrier to measuring the true impact of video advertising, marketers have an advantage when they can figure out the best way for video to contribute to mid and lower funnel goals - like purchase intent and thought leadership.