What exactly is video advertising?
Video advertising is advertising content that appears before, during, or after watching a video.
Some marketing experts broaden the definition of video advertising to incorporate display advertisements with video content, like those that begin playing when the mouse pointer hovers over them, as well as native video ads offered on digital ad networks.
The Reality of Video Advertising Today
Video advertising is among the most common methods of reaching out to online audiences. According to experts, video advertising will rule the next decade, so now is an excellent moment for marketing professionals to learn more about it and examine how it may increase their campaign reach and overall performance.
Although video marketing is becoming more popular, it is not a sure thing for marketers. According to the findings of Irish research, 60% of respondents believed there was too much advertising linked with on-demand video providers. Furthermore, 35% were irritated by the commercials because they prohibited them from seeing the content they wanted.
Statistics like these show that marketers must exercise extreme caution when creating video advertising that the public views as really helpful and relevant. The placing of a video ad is equally important because the aim is to make any promotional content as unobtrusive as possible. Viewers may be more willing to watch an ad if it occurs at a natural gap in the programming, such as before a presenter addresses a new topic.
Trends in Digital Video Advertising
The world of digital video is not fixed. Professional marketers recognize the need of staying on top of new trends to understand what their customers want and need. Learn about four important trends to keep an eye on.
1. Video advertisements are not as brief as they formerly were
One of the first platforms to provide six-second advertisements was YouTube. However, since late 2015, the most common video ad duration has been 30 seconds. An advantage of a longer format is that advertisers have more time to create a story and draw viewers into what is occurring on screen.
2. Mobile Phone Users Pay attention for a longer period of time
According to research, smartphone users are more inclined to watch long-form video commercials than ones that run only six seconds. 72 percent of users continue to interact after six seconds of watching. Furthermore, they are more devoted to the video than those on a PC.
Even among mobile users, interest begins to wane after 22 seconds. This study shows that marketers developing mobile video advertisements should consider duration based on the sort of visitors they wish to attract.
3. Video Ad Spending Is Growing
According to a study published in April 2019, digital video ad spending is rising 25% yearly. Growth is more pronounced in certain industries. In the media and entertainment industries, for example, video-based ad expenditure has grown by 75% since 2018.
Advertisers must stay on top of these changes, especially if their businesses are preparing for budget cuts. Forgetting about video advertisements might put your business below your competition.
4. Animation Is Increasingly Popular
Any video advertising campaign’s objective is to keep the viewer engaged. Businesses may create magic by utilizing animation in their advertisements. Cartoons combined with real-life film and motion-tracked visuals may make the material more dynamic, relevant, and enjoyable.
How to Make a Video Ad
If the aforementioned video advertising trends have prompted you to act, proceed with caution. Select your core KPIs (awareness, traffic, lead generation, sales), then collaborate with an expert agency to create advertisements that please viewers. You may also explore making your own videos. You don’t have to be a video producer or spend a lot of money to make successful videos these days.
Here is a list of video-making tools that may be useful to you:
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