In the last few years, video advertising has become a beacon of hope and a dominant force in digital marketing.
And why wouldn't it be?
People have fairly short memory spans, so video ads are a realistic choice to capture the attention of consumers.
Besides, when it comes to video advertising, there are endless opportunities. Getting creative with the ad content as well as with the dissemination of digital video ads can take your video marketing program to new heights.
By getting it right, your video marketing strategy manages to garner a high ROI.
Video ads aren't going anywhere – and brands are seeing the value. 85% of brands use video marketing in 2020, which is up from 63% in 2017.
It's clear that video marketing is a must have if you want your brand to reach your target audience.
However, it can be tricky to choose from several video advertising platforms that serve different purposes.
Wondering which platforms to use? You've come to the right place.
Here, we go through five main types of video advertising that marketers need to know.
No one understands better than digital marketers that video ads are here to stay.
From startup businesses to renowned brands, video ads allow businesses to connect with consumers using engaging visual content, and show off their products or services in an entertaining way.
Especially when you add in user-generated content and virtual reality technology to the equation, there is a good chance that video ads will continue as a primary force for brands to form positive relationships with customers.
So long as the video ad has a distinct value proposition, it will entice and delight consumers for years to come.
It is easy to get lost in the whirlwind of various types of video advertising channels. Your business's size, scope, product, and target audience will inform which platform is the right one for you.
Here are some of the main types of video ads:
In the age of visual content, YouTube ads have become a highly cost-effective approach for brands to convey messages of products or services to specific target markets. With enough analytical tools, you can customize your video ads on YouTube seamlessly.
Technically, YouTube ads depend on the user data accumulated by Google. It is a continuous process of gathering viewers' information and analyzing search histories to understand different consumers' habits.
Successful execution of a video ad on YouTube can garner millions of views. YouTube video ads come with three formats for specific lengths and positioning, and cost from $.10 to $.30 on each view.
There are a few different types of TrueView ads, but generally they appear at the beginning, middle, or end of the video a viewer has selected to watch, or they appear in search results that YouTube user's can click on to watch as a standalone.
They're skippable ads, and you only get charged if someone chooses to watch your advertisement.
TrueView ads are ideal if you want to gain exposure and build awareness about your product or services since they are easily "discoverable" by users. They're also cost efficient, since you only get charged for views longer than 30 seconds.
Another format of YouTube video ads is short bumper ads. These ads last around 6 seconds and can play before, in the middle, or after a video, and don't allow skipping.
Typically, this style of YouTube video ad format is used to improve your brand awareness or reinforce brand image, since they're a quick and efficient way to get your brand in front of a captive audience.
The third YouTube video ad format is also non-skippable that runs before, in the middle, or after a video. However, Pre-roll YouTube ads can last for more than 15 seconds. Video advertisers use this format to captivate the audience through an educational or entertainment value.
The three different categories of YouTube ads are a great fit for long-term ad campaigns, and are ideal for either gaining higher brand recognition and attracting more consumers. It's also fairly easy to review the performance metrics for each of your campaigns.
However, the ads are not optimized for site traffic, since most people are going to continue to watch the video they originally clicked on, so if site traffic is your priority, you may want to consider another channel.
You can easily manage both Facebook and Instagram video ads on Facebook Ads Manager.
There are a few different types of Facebook and Instagram video ads. You can place ads that appear in the newsfeeds of both platforms, in-stream in the other videos that users' watch, or use paid Facebook and Instagram stories.
Use the detailed targeting options to reach people of different age groups, geographical areas, and interests.
Facebook and Instagram video ads are cost efficient and can be targeted to reach a broad audience on both platforms. While Facebook counts a video view as anything longer than 3 seconds, you can optimize your video ads for ThruPlay, which means you'll only be charged once someone has viewed the ad for 15 seconds or 97% completion.
Just make sure to size your videos correctly – the Facebook newsfeed video ads use different dimensions than an Instagram Story Ad, so while you can use one video across multiple formats, you might want to create a unique video optimized for the individual formats.
LinkedIn video ads hold a unique position to cultivate leadership and build brand awareness in different industries. The targeted audience for LinkedIn video ads is more professional than, say, Facebook, or Instagram, so it's a great fit for B2B brands, or B2C brands targeting a professional consumer.
LinkedIn video ad campaigns can be a bit more expensive than say, Facebook or YouTube. The commitment of minimum daily budget (i.e., $10) can seem steep to video advertisers, especially compared to Facebook's dollar-a-day budget option.
If you were to run video ads everyday at the minimum budget, the annual cost of LinkedIn video ads amounts to $3,650. So, if you have a small advertising budget, you might not achieve the same flexibility as you would on Facebook or Instagram ads.
OTT is an acronym for "over-the-top" and refers to an additional service that people can use to stream video content on a TV in addition to (or increasingly, instead of) their broadcast or cable package. For example, if someone uses HBO Max, or Hulu, they subscribe to an OTT.
Over the years, this type of advertising format has become popular – which makes sense given that 74% of American households subscribe to a video streaming service. And 69% of households pay for more than one!
That's huge potential reach for advertisers, and there are several different streaming services to choose from.
OTT ad revenue has grown tremendously over the last seven years, and that trend is expected to continue.
Through precise and detailed audience targeting, OTT and streaming media services attract global viewers.
Native advertising is an advertisement or piece of paid content that blends in with the site it's placed on. While you may have seen this style of advertising in the form of a text-based advertorial, it can be applied to video content too.
When it comes to the freedom to choose the placement of ads, native video ads are as good as it gets. Marketers place native video ads on blogs, news sources, on popular vloggers' channels, social media networks, and beyond. They are incredibly customizable, and provide value to a consumer who is already primed to enjoy the content.
Native video ads are a more custom solution, so you may want to work with a content marketing agency like StoryStudio who can help produce your native ad, and place it online somewhere that best aligns with your target audience.
It can be overwhelming to select the right mix of video advertising strategies.
Video content is a powerful way to connect with your customers, tell your brand story, and drive leads and brand awareness. And it is possible for companies of all size and scope, you just need to choose a platform that makes sense for you and your business goals.
There are a number of things to consider when creating your video marketing strategy. Think about things like: budget, who you're targeting, length and style of your video content, and what your overall business goals are.
Are you doing a brand awareness play or trying to drive traffic back to your website? All of these factors will influence which video platform you choose.
For instance, small businesses with a low production budget should avoid OTT and streaming media services, since these ads are typically very high quality, and expensive to both produce and disseminate. Alternatively, the best course of action might be to opt for Facebook and Instagram video ads, where you can have a flexible budget.
There is so much variety and possibility for the video content that brands can use to advertise their businesses. There's also so much variety in the platforms you can share your videos on.
The opportunity for customization might seem overwhelming at first, but in reality it means that once you get the hang of it, you can find success all while staying true to your brand, and your budget.
Video advertising isn't going anywhere – so jump in and get started with video if you haven't already. Here are a few things to remember: