Video advertising or display advertising can be defined as a paid video content advertisement that appears in the digital space, whether on a website, social media network or app.
Display ads aim to boost brand awareness and purchase intent. However, their click-through rate is just 0.05% across all formats. Plus, some people demonstrate “banner blindness,” where they get so fatigued by the ads that they don’t notice them anymore.
Advantages of video advertising.
A video conveys huge amounts of information in a short time. You can say more in a shorter amount of time on video as compared to text. Video is more engaging to the senses, so it can convey more information by showing and telling at the same time.
Search engines love video. The biggest search engine companies put a priority on video content when making tweaks to the algorithms that present certain sites higher on the rankings page. Distributing videos via social media, posting them on blogs and embedding them on your website increases the likelihood that your target audience will find you when searching for relevant information.
Analytics are telling. The primary video sites, including Facebook and YouTube, include features that enable you to see how your content performs. Knowing the views, shares, likes and social interactions can help you plan future campaigns, which makes your content more effective at reaching your target audience.
Video is an excellent format for informing and educating. Because it incorporates audio and visual elements that appeal to multiple senses, video ads perform as well as educational tools. They’re especially effective when used for product demonstrations or in as How-To guides, as viewers can actually see how certain things work or learn a new skill.
Video ads do well on mobile. The number of people watching videos on mobile devices continues to increase. One interesting statistic for companies distributing video is that 88% of short pieces, around 30 seconds, are watched through to the end on mobile. The same isn’t true for those viewing the ad on a computer.
Customers watch more videos. Statistics proves that your target audience is watching video, which is probably the only benefit you need to hear:
- 92% of B2B prospects consume online video
- 4 billion videos are watched on YouTube every day
- About one-third of shoppers will purchase a product after viewing a video ad
High engagement. Video is a great tool for learning, but it’s also super easy to consume. Today’s life is too busy to have time to read long product descriptions or dig deep into services. The modern customer wants to see the product in action. Video preference is one of the most important driving forces of using video in your content marketing.
It encourages social share. Social networks also encourage video content with their new features. Facebook has launched 3600 Video, Live Video, and Lifestage (A Video-Centric App for Teenagers). Instagram put in place 60-Second Videos & Instagram Stories, Twitter has Periscope. And YouTube is the second most popular social network in the world.
- Ad and website abandonment due to ad-skipping – Statistics show that 64% of users in the 18 to 24 age range skip ads. However, if your target audience is 35 to 44 years old, you have a high chance of getting your ad seen, as this ad group is the least likely to skip an ad.
- Attention span – this tie in with the previous point, as even if the ad is played in its entirety, there is no guarantee that the user paid attention to it.
- Timing – depending on where the video ad is placed, users are likely to watch it.
- The market is saturated – the video must be of high quality both from the filming point of view and from the content side.
- Expensive production – editing, music, and equipment of a quality video ad can be high, as well as the apparent ad placement. A healthy PPC budget might be required for video advertising.