5 guides to video advertising every marketer should know about

By Rich Homer Sunday, May 12, 2019
Due to the development of digital media, we encounter many types of content every day including video. We usually watch video in some forms: whether it’s the viral video on Facebook or it’s a favourite TV show, and we just don’t have enough of it. However, advertisers has not noticed our insatiable appetite for video, and as a result, there has been remarkable growth in the video advertising market.

Marketers love to use advertising as videos are quite inexpensive and they can help to appeal customers as long as you want on online channels.

video advertising

Video formats

There are many different formats of video advertising. Here are some common ones:

  • Linear Video Ads: More commonly known as pre, mid and post-roll ads, linear ads take over the full video player space.
  • Interactive Video Ads: These ads completely take over the screen and pause the video content while they are playing and allow a variety of interactions including clicking for more information, signing up for a newsletter, etc.
  • Overlay Video Ads: These ads run simultaneously with the video content, usually in the form of an interactive banner ad in an overlay.
  • Companion Video Ads: Companion ads, by definition, play alongside the video. They offer a persistent visual for a brand or product while the video is being watched without taking up video player space.

5 guides to video advertising every marketer should know about

1. Cross-channel video impacts purchases

Video’s structure has changed along with the expansion of digital content ver the years. Now there are many channels we can use to delivery and improve targeting features and as a result, reach more audience and higher ROI.

Running cross-channel video campaigns allows you to delivery content along different touch points of a consumer’s journey through social networks and other platforms. This will help to increase content’s exposure for purchase.

Let take an example of the progression a user goes through when they like to make a big purchase like a car. They will find all the information they need across relevant and trustworthy sources such as websites for car users, youtube channels and so on. And video advertising can reach them on those sites with target content responding to the specific needs of different stages of search

A cross-channel video advertising campaign succeeds because it can reach audience across their entire path to purchase and identify their point of conversion with targeted content. Visibility at each of touch points will push users to build trust and raise awareness with your brand. Try to enhance your overall value with connected strategies in each of the following video platforms.

2. In-stream video advertising

This is a type of video ads that displays content before, during or after a piece of video content. Using In-stream video ads is an ideal way to reach out to niche audience segments who already search for video content.

It’s typical that before a video begins, pre-roll video ads from the length of 15- to 30-second are used to display. According to Google’s numbers, this type of ads are most effective when they focus on branding.

In in-stream ads, you should keep your message clear and provide users with the value they are seeking for while avoiding disruption as much as possible. People can skip your in-stream ads after just five seconds, so try to convey your message quickly and put calls to action early in the video.

3. Display video advertising

With advanced audience targeting, your brand can display relevant video content through text links and banner ads on the sites that users already explore and trust. This allows brands piggyback on the authority these pages hold, increasing trust and generating conversions with targeted solutions.

If you want to be successful, make sure that your media buyer have a good understanding of audience segments which are targeted within campaigns. You should align your video content with user interests and websites so as to increase the impact of your investments. Make your content become actionable to increase ROI and retention.

4. Social video advertising

Social media channels are the unique platform that goes beyond promotional advertising for delivering content. Videos posted on social media are likely to be engaged and shared more. What is more, sponsored videos on social network are similar to organic ones and have more features to increase share, like, send message, and son on.

Most of the social media channels allow you to share videos on the news feed of target audience, which help to increase organic reach. Videos created based on users interests and demographics will have more chance to get more engagement. And you can leverage paid amplification to increase the exposure and engagement of these videos.

Particularly, on some social media platforms like Facebook, videos can display automatically without sound when users come across them on their news feed. As a result, you can take advantage of video content without sound on social media.

According to Locowise, while the average length of video on Facebook is 55.3 seconds, users just watch them for 18.2 seconds on average. Therefore, try to crafting attractive content and incorporating imagery within the first three second of your videos so as to improve the number of view and retention rates. Moreover, a compelling thumbnail is an indispensable factor to push users stop scrolling and watch your video.

5. Programmatic TV advertising

Programmatic TV advertising is probably the most amazing exciting advancement in video advertising as it allows marketers to deliver digital video advertising via TV. Such a platform based on audience data to deliver targeted content to audience who has engaged with the same type of video content.

Unlike traditional channels, programmatic TV advertising brands to deliver highly focused content which can be measured via various television sets including linear TV, connected TV, and addressable TV outlets.

To be successful, you should produce your video flexibly to fix all of the screen sizes, from mobiles, tablets to smart TVs.

Moreover, with targeting features of programmatic TV advertising, you can retarget competitors’ customers, website visitors who did not convert and user segments as they move across devices.

Antonio Huvirana - www.upviral.net