Lights. Camera. Action!

Hey there,     This is Andrew Warden, Chief Marketing Officer at Semrush. Welcome to the CMO Series. A few times a month I'll share a roundup of the things I see and learn during my daily grind. It might be lessons learned, or something interesting or dynamic I come across. My goal is that wherever you are in your marketing journey, be it an expert or you've just started out, we'll learn something together. So let's get started! Did you know that paid video is one of the leading channels that helps businesses grow? It's true! At Semrush, our Paid Video channel continues growing. And since we follow the data, we've decided to work more on Paid Video this year and that's why I'm writing to you on location in Los Angeles where our teams are filming for our latest campaign to grow even more! 🔥 Thinking about growing your video program in 2022? 👉 ICYMI: Learn how to create video ads that don't skip 👈 Here are a few tips and lessons we've learned: Hook your audience in the first 5 seconds - propose a solution, add a value or depending on your brand guidelines, crack a joke! Make the right cut - 15-30 second videos are the best Think of your audience and tailor creatives accordingly Apply your logo / brand from the very beginning Adapt the video to mobile, desktop, and TV if you are planning to launch into Over the Top (OTT) or Broadcast Use voiceover and subtitles as viewers don't always have the sound on Make the ad skippable - using view rate metric and the video completion metrics you can determine if your targeting works Remember! It's critical to keep your core audience in mind, tailor your creatives accordingly. Storytelling videos perform the best And remember, whether it's an iPhone or a RED Camera, get moving! So that's it from me this week, and let's talk about what you would like to discuss next. I invite you to reply to this email with your thoughts. What inspires you? Do you lead with heart, data, or both? How do you take the stage each day when you show up at work? Stay tuned!         Andrew Warden   Chief Marketing Officer Semrush

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