Reasons Why Online Video Ads Attract More Muslim Customers
Videos attract more attention than any other media. According to a Marketwatch survey, Americans now spend more time per day on mobile devices than watching TV, on average using mobile devices around 3 hours and 43 minutes a day.
But that’s not all. Online video ads are more often shared on social networks, and so they gain more traction. Think about it—an article about your product will be shared more often if it includes a video. Amazed at the potential of video ads? We are too! Here are some reasons why we think they work.
1. Niche Marketing
Online marketing allows us to target a small, well-defined group. Video ads can be easily targeted to very specific niches on various social media channels, including Facebook, Twitter, and YouTube, as well as websites and cable channels. Your choice of channel should reflect your target market.
For instance, if you want to market your product to Muslim markets in places such as UAE, Qatar, and Kuwait, there are benefits to advertising on Al-Jazeera network, which reaches over 300 million people worldwide, and 25 million with its AJ Arabic programming. Al-Jazeera also boasts 2 million monthly video impressions on its website, making it an ideal place for video ads.
You can also target specific local groups with video ads. For example, if you were interested in selling halal foods to customers in a specific city, you could choose the geographical area, as well as the customer’s interests—in this case, people in your geo-targeted area who liked other halal food companies.
2. Internet Usage
Gone are the times when people spend time in their family rooms, in front of the big screen. Now that screen has gotten smaller and into individual hands.
Most of us read daily news on our smartphone, and people are connected through their laptops, tablets, and watches too. This is why video ads work—they have a much wider reach. In one Hubspot survey, about 64 percent of consumers said that watching a video on Facebook inspired them to make a purchase. Meanwhile, more than a quarter of all consumers say they’d like to see more videos from online companies related to their interests or hobbies.
3. Better availability online
It’s not just easier to reach your target market through video ads, it’s also cost-effective. You are targeting the intended population which means that your product sales will increase more than what you’d expect from a general campaign.
Because online video ads are much less expensive than those that air on cable or broadcast TV, you can get them in front of your audience more frequently. In general, most advertisers aim for their ad to be seen three times by consumers in the target market. With targeted online ads, this is a much less expensive proposition.
Also remember that YouTube is now the world’s second-largest search engine, and Millennials—including Generation M—actually prefer YouTube over traditional television 2 to 1.
4. Stronger impact
Effective videos can stimulate a positive response. This means that a quality video will attract more customers to your business. We’re all compelled to share attractive videos, so your ads have a good chance of going viral if they’re produced well.
Videos may have an effective impact in many ways. Often humor ads are widely shared on social media, but anything different or attention-getting has a chance of being shared as well. Behind-the-scenes content, how-to videos and human interest stories also do well on social media.
In terms of producing your ad well, it’s important to remember your target audience and make sure the ad speaks to them. Often advertisers go wrong when they think their ads appeal to the target market, but find out later that they don’t. Getting feedback from focus groups of target market consumers is often helpful.
When brands wish to advertise to Muslim consumers, here are some questions we ask to determine where to start:
- What market research have you done on what Muslim audiences want from your industry?
- Do you know if or how Muslim consumers buy or use your product already?
- Do you know what Muslims think about your competitors?
- What are their motivations for buying or using your product, or products similar to yours?
- Do you understand the unique needs of your Muslim audience?
- Do you know what unique messaging will speak to this audience?
Need help answering these questions, or with market research on your target market? If the Muslim market is what you have in mind, contact MLC Media, Marketing & Communications Agency Specializing in the New Muslim Consumer.