Think on that one for a moment: user generated content bringing three times the return on ad spend! If that’s not a win, I don’t know what is. Even our lead strategist was excited to be so surprised by these results. The reality is that consumers have become so accustomed to Instagram and YouTube videos that homogenized, professional videos look too much like a commercial. So, don’t be afraid to be approachable and organic. Make a few, test them out, just turn them off it they don’t move the needle.
Display vs. Video Advertising
A display ad is a paid advertisement that appears in the digital space, whether on a website, social media network or app. The earliest ones were the rectangular-shaped banner ads shown at the top of a site’s main content. Display ads aim to boost brand awareness and purchase intent. Expected click-through rates average 0.05% across banner formats. We see that jump incredibly when video ads are formatted to standard IAB banner sizes, for example, a 320×50 mobile or 970×250 billboard.
The excitement of video ads has woken display ads and compelled marketers to look for creative alternatives. That shift led to the use of video ads, which are great at driving awareness, engagement and conversions. In fact, 72% of people prefer video over text when learning about a product or service. And according to Forbes, the average internet user spends 88% more time on a web page that has video, compared to one without. In one study, using video on a landing page increased conversions by 86%.
Advantages of Video Ads
Marketers can benefit from numerous perks associated with video advertising. Video content catches users’ attention, and when people tune in, brand awareness goes up. YouTube recently announced opportunities for marketers to display their video ads with “edgy” creator content. There are plenty of other ways that marketers can make compelling video ads that capture the viewers’ interest – the only limit is imagination.
Pro Tip: make your video ad sharable from your landing page to their favorite social sites! Bonus points if you set your macros to appropriate tracking and attribution reporting. (One of the many perks of using our amazing media buying team as a fully managed service.)
You can optimize video for mobile devices. As a starting point, that means your marketing team should ensure the video plays smoothly on mobile devices and looks great on small screens. Take the video’s orientation into account, too. For example, many people naturally use their smartphones while holding them vertically. However, that could change if a person wants to watch a video that lasts at least several minutes. Try to imagine what people will be doing when they initially encounter your video advertising methods, then adjust your creation strategy to fit.
Why You Should Include Video Advertising in Your Marketing Mix
Making video part of your strategy allows you to engage with audiences that ignore text and banner ads. As mentioned above, marketers are increasing the money they spend on video ads. If you overlook this trend, you’ll face a competitive disadvantage.
Getting someone to click on a static display ad means impressing them enough with a single appealing image or headline. Video advertising includes more elements users may find relevant or engaging. You could use a catchy song, a funny opening line or a relatable situation to get viewers hooked and urge them to watch the entire ad.
How Much Should You Invest in Video Advertising
The amount you invest in video advertising will vary based on your goals and financial resources. If you’re jumping into video ads for the first time, start gradually and scale up. Consider hiring some expert help to guide your early efforts, too. Although that’s not a requirement by any means, those professionals will have their finger on the pulse of video advertising trends. Moreover, they’ll be well-positioned to offer suggestions for crafting video content that matches your brand and helps achieve those all-important KPIs you choose.
Video Advertising Effectiveness
Video advertising works for several reasons. For one, studies conclude that roughly three-quarters of consumers prefer video content over text ads. They stick in viewers’ minds, making brand recall more likely. Videos tell stories and help a brand develop its voice. Plus, native advertisements can blend seamlessly with their surroundings.
Effective video marketing can generate millions of views and shares in a relatively short time, meaning you may not need to wait very long to see substantial payoffs. Check out the Christmas 2019 video by British retailer John Lewis that got over 9 million views after just over 2 weeks.Then, in an example of how videos can show how products fit a person’s lifestyle and needs, American retailer Target scored big with a Spanish-language commercial for Cloud Island, its line of baby products. The content lasts only 15 seconds but features adorable images of parents and infants. Only nine days after arriving on YouTube, the video had more than 579,000 views.
It’s difficult to predict what precisely causes a video ad to make a splash with the audience. That’s where it pays to work with a Video Marketing Strategist. No one nerds out harder than a creative data analyst. They are hard to come by and run about $300 an hour… more if they are skilled in highly regulated industries. You’ll be pleased to know that when you opt for managed solutions with Traffic Roots, your entire media buying team is lead by the most powerful digital marketing strategist for highly regulated industries in North America.
Are you ready to jump in and start reaping the rewards of video advertising? Send us a note, let’s do this!