The Ultimate Guide to Online Video Advertising
Posted: Mon Dec 09, 2024 10:14 am
Video advertising is one of the most popular ways to reach and engage audiences online, with global video ad spend expected to reach over $295 billion by 2026. The majority of that spend – over $227 billion – will be on mobile video ads.
The question marketers need to ask is: where do we go from here?
Now is the perfect time to learn more about the future of video advertising, how it’s evolving, the latest trends, and how to improve its reach and impact.
What is video advertising?
The definition seems pretty obvious: video advertising is promotional content that is served before, during, or after the delivery of other content. However, some marketers also include display ads with video content, ads served on social media, and ads served on news, entertainment, or e-commerce sites. For this guide, we'll stick with the broad definition.
The Current State of Video Advertising
Video marketing continues to be a popular way to engage consumers. 54% of consumers say they want to see more video content from the companies and brands they love. However, in another study, 67% of respondents said that a video with sound was the most intrusive ad format . Still, marketers are still seeing great results with video ads, with 89% saying they generate a good ROI .
Such statistics, good or bad, indicate that marketers facebook database must exercise extreme caution in order to create video ads that audiences perceive as truly useful, engaging, and relevant. The placement of a video ad is also important, since the goal is to ensure that the ad content is not too intrusive. If an ad appears at a time when there is a natural break in the programming, such as right before a presenter introduces a new topic, viewers may be more likely to tune in.
Finding this balance is why more and more marketers are using advanced video advertising solutions, like Outbrain’s Smartads , to maximize engagement with their audiences. For example, the “Clip” format uses short-form video animations to pique the viewer’s interest and encourage them to engage with the content, with the idea being to hopefully convert them further down the marketing funnel.
This is in direct contrast to the intrusive and boring nature of “pre-roll” video, and allows for much better completion rates. L’Oréal, for example, has achieved excellent results with the “Clip” format.
Digital Video Advertising Trends
The world of digital video isn’t static. Seasoned marketers know they need to stay on top of the latest developments to understand what their target audiences want and need.
1. Adapt the duration of video ads depending on the channel
There is no hard and fast rule about how long a video ad should be. YouTube was one of the first platforms to offer six-second ads. Until 2018, 15- and 30-second ads were the most popular.
Source
Today, especially with the rise of TikTok and “micro-content” videos, video ads can be very short, just a few seconds, but can also be anywhere from 2-5 minutes for longer videos, especially in B2B. It really depends on the goal of the video ad – keep that in mind when creating your script or storyboard.
2. Visitors prefer mobile format
Internet users around the world are turning to mobile for most of their interactions and experiences with brands, especially in the B2C world. According to a study by Lemonlight , 62% of Internet users say they prefer to watch content on a mobile device or tablet. This is in line with global predictions that mobile video ads will eventually represent the vast majority of online video in the coming years.
So it’s time to prioritize mobile when creating your media mix and planning your video content. Assume that the majority of your audience will watch your videos on mobile.
The question marketers need to ask is: where do we go from here?
Now is the perfect time to learn more about the future of video advertising, how it’s evolving, the latest trends, and how to improve its reach and impact.
What is video advertising?
The definition seems pretty obvious: video advertising is promotional content that is served before, during, or after the delivery of other content. However, some marketers also include display ads with video content, ads served on social media, and ads served on news, entertainment, or e-commerce sites. For this guide, we'll stick with the broad definition.
The Current State of Video Advertising
Video marketing continues to be a popular way to engage consumers. 54% of consumers say they want to see more video content from the companies and brands they love. However, in another study, 67% of respondents said that a video with sound was the most intrusive ad format . Still, marketers are still seeing great results with video ads, with 89% saying they generate a good ROI .
Such statistics, good or bad, indicate that marketers facebook database must exercise extreme caution in order to create video ads that audiences perceive as truly useful, engaging, and relevant. The placement of a video ad is also important, since the goal is to ensure that the ad content is not too intrusive. If an ad appears at a time when there is a natural break in the programming, such as right before a presenter introduces a new topic, viewers may be more likely to tune in.
Finding this balance is why more and more marketers are using advanced video advertising solutions, like Outbrain’s Smartads , to maximize engagement with their audiences. For example, the “Clip” format uses short-form video animations to pique the viewer’s interest and encourage them to engage with the content, with the idea being to hopefully convert them further down the marketing funnel.
This is in direct contrast to the intrusive and boring nature of “pre-roll” video, and allows for much better completion rates. L’Oréal, for example, has achieved excellent results with the “Clip” format.
Digital Video Advertising Trends
The world of digital video isn’t static. Seasoned marketers know they need to stay on top of the latest developments to understand what their target audiences want and need.
1. Adapt the duration of video ads depending on the channel
There is no hard and fast rule about how long a video ad should be. YouTube was one of the first platforms to offer six-second ads. Until 2018, 15- and 30-second ads were the most popular.
Source
Today, especially with the rise of TikTok and “micro-content” videos, video ads can be very short, just a few seconds, but can also be anywhere from 2-5 minutes for longer videos, especially in B2B. It really depends on the goal of the video ad – keep that in mind when creating your script or storyboard.
2. Visitors prefer mobile format
Internet users around the world are turning to mobile for most of their interactions and experiences with brands, especially in the B2C world. According to a study by Lemonlight , 62% of Internet users say they prefer to watch content on a mobile device or tablet. This is in line with global predictions that mobile video ads will eventually represent the vast majority of online video in the coming years.
So it’s time to prioritize mobile when creating your media mix and planning your video content. Assume that the majority of your audience will watch your videos on mobile.