What are you planning to spend on video ads this year?
According to a report, nearly three-quarters of advertisers plan to increase their digital video ad budgets between 2024 and 2025 and only 1% of advertisers plan to decrease spending:
In the past, brands primarily relied on broadcast and cable TV for advertising, but they have increasingly shifted towards digital ads. It’s interesting to see how brands are allocating more of their budgets towards video ads and embracing contemporary channels for delivery, rather than relying on traditional methods.
Digital video ads offer advertisers a wide range of benefits, including data collection, brand exposure, targeted advertising, and personalized content. These advantages surpass what traditional TV ads can provide. Digital video ads have become increasingly popular as they provide advertisers with a way to engage with audiences in a format that resonates with them.
Video ads now play a crucial role in captivating potential customers, going beyond just being a part of your digital advertising strategy. According to HubSpot research, over 50% of consumers express a preference for videos from brands, surpassing any other type of content.
Video ads are poised to become the future of digital advertising
1. Video ads tend to generate greater user engagement.
Video ads combine two elements that capture user attention: motion and sound. Both of these factors are crucial in effectively communicating a message, resulting in increased engagement.
After analyzing over three billion ad impressions globally for six months, MediaMind discovered some interesting findings about prospects:
Online video ads have a significantly higher click-through rate compared to standard banners.
Nearly 12 times higher than rich media ads.
Video ads utilize movement and sound to capture visitor attention, while image or text ads rely on copy, punctuation, and visual cues to convey the desired tone. Our ad format is highly effective in delivering your message to the target audience, ensuring that it resonates with them and is easily digestible.
Creating video ads that capture users’ attention and effectively drive them to take action can greatly increase audience engagement.
Studies indicate that individuals have a significantly higher retention rate, around 95%, when they watch a message as opposed to only 10% when they read it. It has been observed that video ads have a higher recall value compared to image or text ads, increasing the chances of your message being remembered by potential customers. In addition, when a user has a positive experience with a video ad, it significantly boosts their purchase intent by 97% and brand association by 139%.
2. Video ads have the potential to be easily shared
It’s interesting to note that Twitter users share over 700 videos every minute, which indicates a strong inclination towards video sharing.
Video ads are short, relatable, and have a compelling narrative that makes them highly shareable. Video ads provide brands with an excellent opportunity to showcase their identity and explain why they are worth sharing.
Take, for instance, the viral video ad from Poo Pourri, which has garnered an impressive 42 million views and led to a significant increase in the company’s valuation, soaring from $10 million to $30 million. One viral video ad that has gained immense popularity is Purple mattress’ raw egg test ad, which has garnered an impressive 185 million views:
3. Video ads tend to generate a higher click-through rate.
Video ads have a unique ability to captivate audiences and drive more clicks compared to traditional banner ads. This is because they have the power to tell a compelling story that resonates with viewers.
Based on a study conducted by Smaato, it was found that the CTR of video ads in mobile apps is 7.5 times higher compared to display ads. It’s worth noting that Facebook video ads tend to generate a higher click-through rate (CTR) compared to image ads. ClearPivot, a digital marketing agency discovered that video ads significantly outperformed image ads in terms of click-through rates, with an increase of 20 to 30%.
During an A/B test conducted by Cardinal Digital Marketing, they discovered that video ads for a travel and tourism brand had a 47% higher click-through rate (CTR) compared to image ads. This was surprising considering that Facebook generated more impressions for the image-based ads.
Video ads may require more time and resources to produce, but their storytelling power can help you connect with a larger audience and generate more ad clicks.
Discover the most popular video ads to effectively promote your message
Video ads on LinkedIn offer advertisers a powerful means of connecting with a professional audience. The video ads are displayed in the Sponsored Content ad format and seamlessly blend into the newsfeed:
Since their launch, LinkedIn members have shown a significantly higher level of engagement with video ads compared to static Sponsored Content. They spend nearly three times more time watching these video ads, indicating a strong interest and attention towards this type of content. Video ads provide advertisers with the ability to Create brand awareness through captivating, visually-driven narratives.
Feel free to communicate your brand’s mission. Consider keeping videos concise, typically around 5-30 seconds in length, to pique the viewer’s curiosity and leave them eager for more information. According to a study conducted by LinkedIn in 2018, videos that are less than 30 seconds long experienced a significant increase of 200% in view completion rates.
Generate targeted website traffic or direct visitors to post-click landing pages: Highlight the achievements of our valued customers by conducting interviews or gathering testimonials. Enhance the level of detail by creating longer videos, ranging from 30 to 60 seconds in length.
Utilize a CTA button or lead generation forms to gather potential leads. Experiment with various landing pages to determine which one generates more conversions.
Video ads on Facebook
Facebook provides advertisers with a diverse range of video ads to select from. They provide you with the opportunity to rethink how you connect with your target audience through various placements, including in-stream, stories, and feed.
Presenting a compilation of Facebook video ads for your consideration:
Slideshow video ads enable advertisers to utilize images and sound to craft engaging video-like ads that effectively convey product narratives on both desktop and mobile devices, regardless of connection speed. Another option is to utilize pre-existing videos instead of relying solely on images.
Facebook Stories Ads are vertical, visual advertisements that are strategically placed in the Stories feed on mobile devices. Video on Facebook Story Ads is a valuable tool for advertisers.
With the Carousel ad format, you have the ability to display up to ten images or videos in a single ad, each with its own link. This provides a great opportunity to showcase multiple offerings or highlight different aspects of your product or service. Advertisers have the opportunity to utilize a wider range of creative elements within an ad. This allows for the highlighting of various products, the inclusion of specific details about a particular product, service, or promotion, or the ability to craft a compelling brand story that unfolds across each carousel card.
Collection ads offer a seamless and immersive experience for your potential customers, guiding them from initial discovery to making a purchase. The collection ad showcases a main video or image, accompanied by four smaller images arranged in a grid-like layout. When customers tap on your collection ad to browse more, they will be directed to a visually appealing post-click page that loads quickly thanks to Instant Experience:
With Facebook playable ads, advertisers can provide users with an interactive preview of apps prior to downloading them. Users have the option to try out the app or game directly in their Facebook feed before deciding to install it. The advertisement begins with a captivating video showcasing the app, followed by opportunities for interaction and/or gameplay.
Facebook Instant Experiences are specifically crafted to captivate your audience’s undivided attention on mobile devices. With an Instant Experience, potential customers can enjoy captivating videos and photos, easily navigate through carousels, interact by tilting to pan, and discover lifestyle images featuring tagged products – all within a single ad.
Video ads on YouTube
With YouTube video ads, you can effectively connect with potential customers and prompt them to take action while they enjoy or search for videos on YouTube. You are only charged when a viewer watches your TrueView ad for at least 30 seconds or clicks on it.
There are 5 different types of YouTube video ads that you can create:
- If you have video content that you want to promote before, during, or after other videos on YouTube and across websites and apps running on Google video partners, you can use skippable in-stream ads.
- For video content that you want viewers to watch without skipping, non-skippable in-stream ads are the way to go.
- Introducing video discovery ads: Video discovery ads are designed to promote video content in various places where users are likely to discover them. These include being displayed next to related YouTube videos, appearing as part of a YouTube search result, or being featured on the YouTube mobile homepage.
- Video discovery ads consistently encourage viewers to click and watch the video. The video is displayed on the YouTube watch or channel page.
- Short and snappy, bumper ads last for a mere 6 seconds and can be seen before, during, or after another video. Viewers are unable to skip the ad. Utilize bumper ads to effectively target a wide audience with a concise and impactful message.
- For masthead ads, you’ll need to make a reservation through a Google sales representative. This format is ideal for advertisers looking to generate awareness for a new product or service, or to reach a large audience quickly, such as during an event or conference.
