Online video is growing more popular by the day. According to research by Cisco, they predict that over 82% of internet traffic will consist of video by 2022! And should that be surprising? The most popular video-sharing platform in the world, YouTube, has over two billion active users! That is why marketers worldwide began adjusting to these changes in online trends by adapting accordingly. Many began experimenting with digital video advertising and found success!
But what is digital video advertising? And why did it prove so effective? These are just some of the things we’re going to cover in this article. So let’s start with the basics…
Digital video advertising entails delivering promotional video content to a target audience using various online channels. In other words, it means distributing your video ads over various web content.
But the real question here is — why does it work? The best way to answer that is to take a look at the alternatives. The most commonly used digital ad types out there are traditional display ads, like banner ads. This advertising method has proven relatively ineffective over the years as display ads have low clickthrough rates. That is particularly the case nowadays when an average person’s attention span is lower than ever. With that in mind, marketers need to find new ways of engaging and attracting their audience.
And that is where video ads come into play.
Luckily for marketers, there are many more benefits to video ads than just advertising effectiveness. Here are some other benefits of using video advertising in your marketing campaign:
As you can see, videos are an incredible addition to any marketing strategy for more reasons than one. But if the above wasn’t enough to convince you of their power, let’s look at some of the concrete aspects videos excel at.
When it comes to concrete benefits for your business, digital video advertising can help in many ways. Depending on the types of videos you make and where you promote them, you can achieve multiple things with them:
As you can see, the benefits of using videos for your advertising purposes are vast. Our points above have hopefully proven the value video ads can bring to your brand. Now all that is left to do is create a video marketing strategy and start advertising!
But before you do that, you will first have to decide which type of video ads you’re going to use. Let’s take a quick look at your options.
When faced with the dilemma of choosing the best video ad format for your brand, you first have to ask yourself what you need as a business. Do you want to place your ads on other people’s videos or promote them on a website? Depending on your answer, you will have two primary options:
Now let’s look at both of these in more detail.
Instream video ads entail placing video ads inside existing video content (just like linear video ads). But how does that work? It’s pretty simple — an ad interrupts video playback at a particular point and plays. Depending on when these ads play within a video, there are three primary types:
Depending on your goals and needs, you can choose one of the above three options. However, we’d personally recommend you stick to pre-rolls or perhaps mid-rolls so that you maximize the odds of your viewers sitting through your ad in its entirety.
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Outstream video ads usually appear within website content or on the side while users are scrolling down. However, there are other types of outstream ads as well. Still, they all share one specific trait — they provide an excellent user experience because they don’t interrupt the content users are consuming. That is one of the reasons outstream video ads are a perfect choice for most video marketers.
But since there are many different types of these ads, let’s look at them in more detail:
In-banner video ads are usually rich media ads like GIFs or short videos in banner ad slots on a particular web page. These don’t always have to be videos, but the video ones are much more effective. These videos are usually quite short and feature a compelling thumbnail. Most often, there are three ways these ads can start playback:
Getting started with these ads doesn’t take a huge budget, so these are an excellent choice for businesses looking to cut costs. Using in-banner video ads is a perfect introduction to the video marketing world for most newcomers!
In-article video ads are ads that appear in the middle of editorial content on a given website. These ads will pop out once the users scroll down to the specific part of on-page content. These ads are incredibly useful since they don’t disrupt the reader’s experience and are flexible with where you can place them.
Native video ads match the aesthetics of the site or platform they appear on and are particularly effective at encouraging engagement and boosting brand awareness. These ads are also known as branded ads because they are (typically) hosted on the target website.
The place where native video advertising is most effective, though, are various social media platforms like Facebook or LinkedIn. There, native video ads appear once you scroll through your feed (similarly to in-article video ads) and automatically play muted.
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Interstitial ads are interactive ads that typically cover the entire screen of a website or application they appear on. These are extremely common ads on mobile devices, especially inside of various mobile apps like video games. They often appear between content so that they don’t disrupt the user experience. If you’re planning to try your hand at mobile video advertising, these outstream ads are likely the perfect choice!
The short answer to this question is — it all depends on your needs as a business and your target audience. But if you’re interested in seeing how these two types of ads compare, give our article that puts instream and outstream video ad formats against each other a read!
Now that we’ve inspected all the different digital video ad types you can use, there’s only one thing left to do; let’s look at some of the hot video marketing trends you should keep in mind when getting started!
If you’re looking to try your hand at digital video advertising, there are a few tips that could make or break your endeavors. Here are three video advertising trends you should keep in mind when planning your strategy:
Your customers don’t have all day to dedicate to your video, especially if it interrupted their content. That is why it’s essential to be brief. That’s right — short video ads perform significantly better than long ones. Take a look at the chart below as an example:
With that in mind, you should focus on short-form video advertising rather than dragging your videos on. Oh, and don’t forget to include a compelling hook at the beginning of your ad! If you manage to pique your viewers’ curiosity, you’re more likely to keep them engaged long enough to reach your CTA!
Did you know that over 50% of users watch videos on mobile devices? That’s right! Also, the mobile market is currently incredibly lucrative for advertisers. According to Mobile Marketer, mobile ad spend has jumped significantly as businesses worldwide are recovering from the COVID-19 pandemic. You’d be wise to use this momentum to your advantage!
According to the latest survey by IAB, video ad spend is on the rise! Since 2018, the total digital video ad spend has increased by $3 million according to their data. It’s worth noting that there has been a slight drop in video ad spend in the last few months due to the global pandemic, but that is expected to normalize soon enough and for the growing trend to continue.
If you think your business can take advantage of video advertising, why not give it a shot? Now you’re well-equipped to try it out! Remember — marketing is all about following the latest trends and making the best of the current situation, and video is all the rage nowadays. So give it a shot! We guarantee you’ll see excellent results in no time!
Best of luck to you!