At Skunkworks we increasingly receive requests from law firms interested in creating YouTube video advertisements. As a result, we’ve invested a good deal of time familiarizing ourselves with the platform and producing videos. Generally speaking, these video ads have done quite well. Further, with a little foresight, you can get ahead of a legal trend and further expand a brand through earned media. A classic example of this at Skunkworks would be an advertisement that we produced for the Watson Goepel family law practice that anticipated changes to the Family Law Act and was featured on CBC’s The National.
However, before launching a YouTube pre-roll ad campaign, there are a few things that you should consider.
Produce a Video Worth Seeing
Before starting a video campaign on YouTube, it’s important that you have a solid vision regarding the type of video you want to create as well as an idea of the budget that you will need to make this vision a reality. Although the media buy on this style of advertisement is extremely cheap, the cost of producing a professional-quality advertisement remains quite expensive. Further, it’s important to hire a director that you trust to bring your vision to life.
Pay Attention to Where your Ads are Playing
If you want to get the most impressions for the least amount of money, you can let your campaign run wild. However, sometimes we find that clients are sensitive to the videos that their ads are associated with. For instance, if you’re trying to advertise a serious product or service meant for adults, it is a little disheartening to see your advertisement running in front of pirated episodes of Doc McStuffins.
Fortunately, there are a variety of ways to restrict your ad from running in front of offensive or inappropriate YouTube videos.
Place Your Branding Front and Centre
If the majority of viewers are going to see your ad for less than 10 seconds, it’s often worthwhile to place your brand and messaging at the very front of your advertisement. Although this approach can appear ham-fisted, Geico developed an entire campaign based around this concept that was highly successful and fairly creative.
Interested in YouTube Ad Campaigns
If you’re interested in creating a YouTube advertisement for your firm or professional services organization, contact Skunkworks Creative Group for more information.