Placements outside of niche business technology sites were also incredibly efficient for the B2B advertiser. Konica Minolta made sure its video ads showed up on widely read but contextually relevant sites like Wired and Forbes, where it didn't economically make sense to buy print ads.
The campaign posted an 85% video completion rate, and an effective cost per view that went down from 25 cents to 19 cents over the course of the campaign, Fernandez said. The click-through rate of 2.64% and share rate of 1.3% exceeded industry benchmarks.
Paid media reaching potential customers is only one part of Konica Minolta’s video strategy, which is focusing on video’s power to marry emotion with information.
The YouTube video “Dream Printer,” featuring adorable children receiving pictures of them in their dream professions, garnered 2 million views since it posted a year and a half ago.
Like reaching execs on Yelp, the video tried to connect with viewers outside of a cubicle mindset, and reaped higher engagement because of that.
“What was successful with the Dream Printer was that it was more human in its approach,” Fernandez said. “B2B is getting closer to B2C.”