Video advertising is a type of internet display ad that contains any video component. Though, when people mention video ads, they’re typically referring to in-stream or out-stream ads on platforms such as YouTube, Facebook, or Instagram.
Video ads can range from more traditional, commercial type messaging to emotional, short films that illustrate how your business transforms lives.
In-stream video ads display before (pre-roll), during (mid-roll), or after (post-roll) a video. Whereas, out-stream ads display in less traditional placements and outside of a video itself. This could include in-article, native, in-feed, or interstitial ads.
Why should small businesses care about video?
Video content is consumed now than ever before across basically any device. This provides a major opportunity to expose your brand to potential customers – and the statistics support it.
- Videos are a consumers’ favorite type of content to see from a brand on social media (Animoto, 2018). 73% of consumers claim that they have been influenced by a brand’s social media presence when making a purchasing decision (State of Social Video Marketer Trends report, 2018).
- 85% of all internet users in the United States watched online video content monthly on any of their devices (Statista, 2018). This trend is shifting to be more and more mobile platform driven.
- In 2019, users spent a weekly average of 6 hours and 48 minutes watching online videos – a 59 percent increase from just three years prior in 2016.
Video Increases Engagement
Consumers are watching videos. If you’re not there where your consumers are, your marketing efforts won’t be successful. Video advertising is a highly effective medium to increase:
- Brand or Product Awareness
- Website Traffic
- Leads and Purchases
What makes a compelling video?
Have you ever watched a video that made such an impact you shared it with someone else? That’s what you’re aiming for with your video ad content. Thanks to the vast array of technologies available, video is the place to let your imagination run wild.
Videos can include animations, photos, b-roll, an interview or talking head, user-generated content, text, graphics, and more. A complete video campaign will include several variations of the same video with minor changes to the length and content based on the platform where it will be displayed. No matter what you choose for your brand, a video should:
- Appeal to emotions
- Communicate just as effectively when watched silently (with the sound turned off)
- Be tailored to your audience
- Include a call to action
How video works with an overall digital marketing strategy
Video is just one component of a strategic digital marketing plan. It allows your business to connect with your customers in a meaningful way while telling your story. As an effective tool to generate brand awareness and drive website traffic, video reaches users earlier in the customer journey and buyer funnel. It can be used to increase exposure for a new brand or product release, or communicate the benefits and transformation for customers using your product or services.
As with any display advertising tactic, ads can be granularly targeted to consumers that match your ideal audience. This can include retargeting users who haven’t converted, users within a specific geographic area, or user interests (where they spend their time/what they search).
How Back40 Can Help
The key to any great advertisement is the quality of the content. Informative, clever and creative videos help consumers relate to and remember your business.
At Back40, we have the knowledge and experience to design, develop and maintain an overall strategic digital marketing strategy that will deliver results for your business. Our creative team will manage the content and execution of your video production ensuring the direction is on-brand and communicates the desired message. Our marketing experts will coordinate video content so that it connects with your other ongoing digital advertising campaigns.
Contact us today to schedule your one-on-one digital marketing consultation to see how video can help you connect with your audience.
