Video advertising or video ads display promotional video content before/during/after any streaming content. The term has also been expanded by some marketing professionals to include display ads featuring video content as well as native video ads that are promoted on digital ad networks.

Why should you make use of video advertising?

Video advertising or video ads are important because:

·         They capture short attention spans

Consumers today have shorter attention spans and are more likely to watch a video than read text. Users engage with videos online on a daily basis and are more likely to make purchase decisions based on video advertising or video ads.

·         They drive conversions

Video content can capture viewer attention in lesser time. They’re more effective in driving conversions than other types of ads. 

·         They can raise brand awareness

You can even utilize user generated content to create brand awareness. People who enjoy your video ads may end up sharing them with their followers and this can help to promote brand exposure.   

·         You’re  in control of the narrative

Video ads can help you communicate a story and create an emotional connection for your audience. Storytelling helps consumers develop a personal connection with your brand, which boosts business growth. 

·         They help to inform and educate your audience

Video content appeals to multiple senses and can be used to inform/educate viewers about a particular aspect of your product/service.

·         They’re mobile friendly

Video ads can be easily viewed on mobile phones and are more likely to be watched fully in comparison to ads that need to be viewed on a computer. 

·         They boost SEO

Search engines love video ads. Including them on your social media platforms, blogs, or website can help you achieve a higher rank in the search engine and be seen by more people.

Types of video ads

·         In-stream video ads

In-stream ads may be linear or non-linear.

1.      Linear video ads

These are ads played either during, before, or after some video content. Linear video ads are of 3 types:

o   Pre-roll ads – run prior to the video content being played.

o   Mid-roll ads – play during the viewing of video content.

o   Post-roll ads – play once the video content is over.   

2. Non-linear video ads

These ads run along with video content and can be of 2 types:

o   Overlay ads – these run above the video content, but don’t obstruct the video as they cover just the bottom 20% of video content.

o   Non-overlay ads – these run concurrently with video content without obstructing it and can be used to invite viewers to interact with your brand. 

·         Out-stream video ads

These don’t have any content accompanying them, unlike in-stream ads. They allow for non-intrusive advertising and help to expand reach since they’re not limited to other video content. They can help to boost sales, promote brand awareness, and target specific customers. These ads can be of 3 types:    

1.      In-Page

These can be placed on a web-page without the need for any streaming content or the main video payer.

2.      In-Banner

Collapsible in-banner ads shrink to a standard banner size via user interaction or automatically but start off on a larger portion of the web page. Expandable in-banner ads begin with the standard banner size, but users can expand the specific video for viewing in a larger area.

3.      In-Text

Such ads appear when a user navigates to the ad element embedded in the text.

·         Interactive Video Ads

Such ads help to increase viewer engagement by requiring the viewer to perform some action like clicking to know more, or paying a visit to your store, or even subscribing to your newsletter.

·         In-Game Video Ads

Such ads run during the loading of a game or between gaming levels where there’s a pause and can help to monetize the game.

What is needed for successful video advertising or video ads?

To ensure success of your video advertising or video ads, the following factors are crucial:

·         Ensure your ad communicates a story instead of being just another attempt at making a sale. Good ads help viewers connect emotionally and the right story can help you achieve this.  

·         Make sure your goal is clear. Ads can be used to achieve different business objectives so you need to be clear about what you’re trying to achieve through your video ad, whether it’s to boost sales, generate more website traffic and leads, or increase brand awareness.

·         Make sure your video ad is appealing to your target audience as the type of video content that will satisfy different target audiences differs.

·         Keep track of the time because people may lose interest if it’s too long. You should also ensure that the length of the video ad is suited for the platform you want to put it on and different lengths work for different platforms.

·         You need to optimize your video ads for mobile because most people today, own smartphones and view video content through their phones.

With a solid plan in place, you’ll be able to create a script and select all that you need to create the right video ad. You should also focus on personalizing your video ads for better interactions with your audience. Make sure your video ads have a clear CTA, which aligns with the objective you had decided upon before creating your video ad.   

Trends in video advertising or video ads

·         Longer video ads are now being used by businesses to communicate with their audience.

·         Mobile users are also tuning into video ads for much longer.

·         Business spending on video advertising or video ads is rising.  

·         More animation is being used by brands in video ads.

Looking for a video agency to help you with video advertising? Want help with video marketing, video production, and creating quality video content? Then check out Melty Cone, a video production marketing company in NYC that will be happy to make your video needs a reality.