5 Golden Rules for an Effective Advertising Video

Mạnh Dũng Agency (part of Height Media) — a provider of Digital Marketing and Social Media services — shares 5 principles to help your advertising videos attract and retain viewers, based on survey findings from Southeast Asia.

Video is becoming the most influential form of communication among internet users in the region. According to a report from Height Media, 83% of internet users in Southeast Asia watch online videos daily—far higher than in Australia (65%) or the United Kingdom (71%).

However, many advertisers have yet to optimise the video experience for customers. Below are 5 golden rules to make your videos useful, worth watching and shareable.
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1. Deliver Videos to the Right People, at the Right Time, for the Right Needs

Instead of treating random viewers alike with intrusive advertising videos, find ways to distribute your video to the right people—those who are genuinely interested or currently have a need.

The survey shows that 2/3 of users in Southeast Asia accept video advertising (even when inserted before the main video) if the content is relevant and entertaining.

→ Suggestion: Optimise audience targeting and distribution channels (social, YouTube, OTT...) to match their “aspirations”.

2. Video Length Needs Optimisation

Southeast Asian users prefer short videos, particularly on mobile devices. Remember:

• Videos under 1 minute: advertisements should be shorter than 15 seconds

• Videos lasting 1-5 minutes: 50% of viewers want advertisements to last no longer than 15 seconds

• Videos lasting 5-10 minutes: advertisements should last no longer than 30 seconds

• Videos over 10 minutes: only 9% accept advertisements lasting longer than 1 minute

→ Suggestion: Shorten content, especially at the beginning of the video, and choose suitable advertising placements.

3. Optimise the Video Loading Experience

You have probably closed a video in frustration because loading was interrupted. 28% of users abandon a video if loading is unstable, and 72% leave permanently if a problem occurs a 2nd time.

→ Suggestion: Optimise video resolution, format and file size for audiences viewing on mobile devices over 3G/4G.

4. Tell the Brand Story, Do Not Just “Sell”

Advertising videos do not have to sell directly. Turn your video into an engaging story that entertains or inspires.

→ Suggestion: Use Brand Video (brand positioning), investing in storytelling, visuals and music to evoke emotion.

5. Stay Fresh, Flexible and Aligned With Trends

Today's video viewers tend to prefer the latest or live content. 65% like continually updated news, and 81% watch short videos under 1 minute at least 1 time per week.

→ Suggestion: Be ready to develop ideas and accelerate production to follow trends. Remember the rule: “short, new, fast”.

An effective advertising video depends not only on a good idea or attractive visuals, but more importantly on how you optimise the viewing experience and connect with the right people at the right time. Apply these 5 rules flexibly to create videos that are not only watched but also shared.