Yahoo unveiled its latest ad solution, Video Lite, in Asia-Pacific (APAC) that will help brands enhance their video assets for a stronger storytelling experience, providing consumers with a clearer path to purchase.
The feature allows advertisers to optimise existing video creatives for digital media through the addition of end cards or branded frames, CTA buttons and messages.
Increasing conversion amidst fierce competition
In South East Asia, e-commerce has experienced an unstoppable growth, valued at approximately $120 billion in 2021 and forecasted to increase to $234 billion by 2025.
As a result, competition amongst brands is increasing, so brands are exploring innovative ways to capture audiences' attention and close the loop by harnessing the power of engaging narratives.
Videos can be great at capturing attention spans and driving narratives, but are not typically known for steering consumers towards actionable responses and conversions compared to other digital ad formats.
The Video Lite feature will unlock stronger brand storytelling by helping brands bridge video’s convenience gap for consumers and close the loop, taking them from experience to action through a clearer path to purchase while also emphasising brand visuals and messaging.
“For many APAC advertisers, especially e-commerce brands, conversions remain the primary focus in their advertising campaigns,” says Shrivardhan Sarda, Head of Buyer Development, APAC, Yahoo.
“Our new Video Lite feature seeks to enhance brand storytelling through videos - optimising creatives for digital media placements by giving greater emphasis to important messages and forging a clearer path for consumers to complete their conversion journey with clear, actionable CTAs.”
The new Video Lite feature allows advertisers access to:
Branded Frames, available for videos up to 30 seconds, allows complementary graphics, text ad copies and CTA buttons to be added seamlessly alongside a minimised video to reinforce key brand visuals and messaging and provide a direct path to purchase.
End Cards, suitable for shorter videos up to 15 seconds, create a one-click checkout point, when attention is at its peak, by maximising graphics and text ad copies with CTA buttons, emphasising key brand visuals and messaging with a direct path to purchase, at the end of existing video assets.
Video Lite’s successful pilots with partners Grab & foodpanda
Yahoo piloted the Video Lite feature in South East Asia with its partners foodpanda in Singapore and Grab in Indonesia for its year-end campaigns in 2021.
Grab Indonesia used Video Lite by adding a branded frame to their existing video asset for their GrabFood and GrabMart prominent campaign, Makanthon 2021.
Meanwhile, foodpanda in Singapore also utilised Video Lite, with a branded frame over their “We’ve got you Santa!” video to drive awareness for its Christmas campaign during the holiday season.
“Time is increasingly becoming a scarce resource for all of us. Being in the business of convenience, we know how much our customers appreciate having things delivered to them in a timely manner – and this goes for the content that they consume as well. With Video Lite, we can now enhance the way we engage with our customers by providing them with bite-sized videos that are visually engaging and easily digestible, therefore ensuring maximum recall,” said Laura Kantor, Marketing and Sustainability Director for foodpanda Singapore.
“Better ads are better for everyone. As a consumer, better ads improve the browsing experience and clearer CTAs deliver convenience, shortening the path to purchase for immediate action. For brands, this will mean meaningful engagements at every touchpoint that will help realise their campaign goals and deliver maximum ROI,” shared Shrivardhan Sarda, Head of Buyer Development, APAC, Yahoo.
“We’re excited to have piloted Video Lite with Grab and foodpanda in SEA, and we look forward to empowering more brands and helping them forge a path to engage with their target audiences at scale.”
The Video Lite feature is now available to agencies and advertisers across APAC, and enhanced video ads can be executed on their preferred DSP with private marketplace (PMP) deals using Yahoo Exchange.