We’ve sầu all heard it before: Video is king! But how can you make it king of your sale strategy? Let’s examine some of the top video advertising trends and what you need to know about using this medium.

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What is Video Advertising?

Video advertising is promotional content that plays before, during or after streaming content. Some sale professionals also exp& the video advertising definition to include display ads with đoạn phim nội dung, such as those that start playing when a person puts a mouse cursor over them & native đoạn phim ads promoted on digital ad networks.

The Current State of Video Advertising

Video advertising is one of the most popular ways to reach online audiences. Experts believe đoạn Clip advertising will dominate the next decade, which suggests that now is an ikhuyễn mãi giảm giá time for sale professionals lớn learn more about it và investigate how it could improve sầu their reach và overall effectiveness with campaigns.

Although marketing with videos is gaining popularity, that doesn’t make it a guaranteed win for marketers. The results of an Irish study indicated 60% of respondents felt there was too much advertising associated with on-demvà video clip platforms. Also, 35% said they got frustrated with those ads because they prevented them from watching their desired content.

Stats lượt thích those indicate marketers must be exceptionally careful to lớn create đoạn Clip ads the audience perceives as genuinely valuable và relevant. The placement of a đoạn Clip ad also matters, since the goal is to lớn make any advertising nội dung minimally disruptive. If an ad appears where there’s a natural break in the programming, such as before a presenter discusses a new topic, viewers may be more willing to tune in. More and more marketers are using advanced solutions lượt thích Smartads Scroll-to-Watch & Click-to-Watch video clip ads, in which the viewer actively opts-in to lớn watch, và regains control over the online experience they want to have sầu. This directly contrasts with the intrusive and annoying nature of pre-roll đoạn Clip, and brings much better completion rates. Cheông chồng out this case study lớn see how it works.

Digital Video Advertising Trends

The digital đoạn phim world is not static. Experienced marketers know they must stay on top of new developments to underst& what audiences want and need. Learn about four relevant trends khổng lồ watch.

1. Video Ads Are Not as Short

YouTube was one of the first platforms to offer six-second ads. Since late 2015, however, the most popular đoạn phim ad length is 30 seconds. This data suggests that when it comes to đoạn Clip, people are willing to lớn pay attention for a bit longer.


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In one recent example, OYO, one of the world’s largest hotel chains, released a series of “ad films” in the Indian market. Some of those are more than a minute long, and all of them emphakích cỡ that staying in a low-priced khách sạn room does not require sacrificing on unique. An advantage of an extended format is that advertisers have more time khổng lồ tell a story & pull users inkhổng lồ what’s happening on screen.

2. Mobile Users Tune in Longer

Research indicates điện thoại thông minh users are more likely to watch long-size video ads than those lasting only six seconds. Once they’ve watched for six seconds, 72% of users continue to engage. Plus, they’re committed to the video clip more than those on a desktop.

Even amuốn mobile users, however, attention drops sharply after 22 seconds. This finding suggests marketers creating đoạn phim ads for mobile should be mindful of length based on the type of traffic they want lớn attract.

3. Video Ad Spkết thúc Is Increasing

A report published in April 2019 confirms digital video ad budgets are up 25% year over year. The growth is more substantial in specific industries. In media and entertainment, for example, video-based ad spending increased by 75% since 2018.

Advertisers need to lớn remain aware of these shifts, especially if their companies show signs of pending budget cuts. Forgetting about video clip ads could cause them to fall behind competitors.

4. Animation Is Getting More Popular

The goal of any đoạn phim advertising chiến dịch is khổng lồ keep the viewer interested. Companies can achieve magic by using animation in their ads. Additions lượt thích cartoons blended with real-life footage and motion-tracked graphics can make the content lively, relevant và fun.

Animation gives marketers more options for creating various types of Clip ads, some of which may be difficult or impossible otherwise. As professionals continue to study audience preferences, they’ll likely realize ways animation giải pháp công nghệ can make nội dung more appealing. In a recent example, McDonald’s released an animated Christmas ad lớn audiences in the United Kingdom & Irel&.

The short fliông xã features a girl named Ellie, who appears alongside Archie the Reindeer. In a powerfully moving twist, the animation turns lớn live sầu action, emphasizing the human side of the story.

Now that we’ve sầu examined recent trends, let’s dive into nội dung that’ll help you harness the power of video advertising.

What Type of Marketing KPIs Is Video Advertising Suited For?

Before solidifying a đoạn phim advertising approach, choose the best key performance indicators (KPIs) to trachồng. With KPIs, you’ll know if your efforts are paying off or if tweaks are necessary. The first step in an optimized video clip ad strategy is to lớn choose a goal. What bởi vì you hope to achieve by the end of the campaign?

The Google BrandLab uses three categories when choosing KPIs – awareness, consideration và action. The KPIs you choose will vary based on what you’re trying khổng lồ achieve. Here’s an example of some of the outcomes you might want & the KPIs associated with them.

Awareness: Percentage of conversations about the br&, increase in reCall or recognition and number of unique views.Traffic: Percentage of new visitors to lớn a site and of people who visit after clicking on a links in a đoạn phim.Lead generation: Number of conversions, cost per lead on Clip channels versus non-đoạn phim channels and overall conversion rate.Purchases: Number of purchases due to lớn a links or a promo code shown in a đoạn Clip ad and the average amount spent.

These goals & KPIs are not your only options, of course. Nevertheless, the examples above sầu offer a starting point for what lớn measure in your video advertising strategy. Keep in mind that you should not necessarily use the same KPIs from year khổng lồ year. KPIs will change as your marketing goals vày. That’s why it’s smart to revisit the KPIs used for video advertising or other reasons at least annually. Then, you can ensure the KPIs still fit with your company’s overall goals.

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Types of Video Ads

One reason marketers are eager lớn give sầu video ads a try is they can choose from many different variations. In-stream ads are the most familiar. These appear before, during or after đoạn Clip nội dung. YouTube relies on in-stream ads, for example. Some advertisements are interactive, encouraging a viewer khổng lồ click a links or claim an offer.

Alternatively, non-linear ads play outside the main video, sometimes as an overlay. If a person clicks on one of these ads, the primary content they’re watching stops. Non-linear ads don’t connect lớn other content. If you don’t want khổng lồ view it, you can keep scrolling.

You can also choose variations within the broad types, too. One possibility is an ad that plays inside a game. A Clip advertisement geared toward gamers is the rewarded ad. It incentivizes viewers with a game-related perk, such as an extra life, a health boost or a new tool, in exchange for watching a đoạn Clip. You could also invest in a native sầu auto-play ad, which lives at the over of nội dung, such as a blog post. It works especially well if the ad supports the nội dung a person just consumed. If someone read an article about how lớn choose a coffee maker, a native sầu auto-play ad might introduce a person khổng lồ a new model of that appliance.

A relatively new option is a shoppable video clip ad. As you might guess from the name, shoppable ads try to encourage people khổng lồ practice their purchasing power & buy things rather than just browsing for them. For example, once a viewer sees a video for a hàng hóa, a links appears so that they can buy the cửa nhà right away. Even better, the shopping part of the experience happens directly in whatever app the person is using. TikTok, a platform particularly beloved by teens, is reportedly testing shoppable ads by making them available lớn selected influencers.

The best Clip ads provide content that complements whatever viewers are doing online. In 2018, Amazon began testing a format called “Video in Search”. Advertisers using it could make their ads show up below the fold in tìm kiếm results. The videos had to lớn be less than 90 seconds long & contain audio. Amazon intended for these ads to lớn drive sầu traffic lớn sản phẩm pages, an Amazon Store or a custom trang đích. The company only showed them lớn people visiting Amazon on an iPhone or Máy tính bảng iPad.

More advanced Clip ad types like native sầu video give sầu the viewer a chance khổng lồ opt in and take control of the viewing experience. This format is gaining ground as it proves its effectiveness way beyond standard instream video clip. We’re talking significantly better results for completion rates & dwell time.


Display vs. Video Advertising

A display ad is a paid advertisement that appears in the digital space, whether on a trang web, social truyền thông network or tiện ích. The earliest ones were the rectangular-shaped banner ads shown at the top of a site’s main nội dung. Display ads ayên to lớn boost brvà awareness & 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.

The well-known shortcomings of display ads compelled marketers to lớn look for other alternatives. That shift led to the use of đoạn phim ads, which are great at driving awareness, engagement và conversions. In fact, 72% of people prefer Clip over text when learning about a hàng hóa or service. And according to lớn Forbes, the average mạng internet user spends 88% more time on a website page that has đoạn Clip, compared lớn one without. In one study, using đoạn phim on a trang đích increased conversions by 86%.

What About Native sầu Video Ads?

Native sầu ads are ads that blkết thúc inlớn the form và feel of the web page they appear on, so they don’t look lượt thích ads. Native ads take a softer approach to selling than conventional display ads, and they have sầu a substantially higher click-through rate too. We discussed earlier how đoạn Clip ad spover is going up. A report from eMarketer shows that’s also the case for native sầu đoạn Clip ads. Statistics predict that marketers will devote 38.7% of their budgets to native sầu Clip ads in 20trăng tròn, a slight increase from 38.1% in 2019.


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Advantages of Video Ads

Marketers can benefit from numerous perks associated with video advertising. Video content catches users’ attention, and when people tune in, brvà awareness goes up. YouTube recently announced opportunities for marketers lớn display their đoạn phim ads with “edgy” creator nội dung. There are plenty of other ways that marketers can make compelling Clip ads that capture the viewers’ interest – the only limit is imagination.

Plus, đoạn phim ads are shareable, increasing reach. People cốt truyện videos they love, & most streaming platforms have sầu built-in sharing buttons. Videos convey lots of information in a short time, too. That perk makes đoạn phim advertising ikhuyễn mãi giảm giá for telling a story. You can experiment with background music, camera angles & dialogue to connect with your audiences. Then, they’re more likely lớn remember what they see, & better yet, rethành viên your brand.

Plus, you can optimize đoạn Clip for điện thoại devices. As a starting point, that means your kinh doanh team should ensure the đoạn phim plays smoothly on Smartphone devices và looks great on small screens. Take the video’s orientation into lớn tài khoản, too. For example, many people naturally use their smartphones while holding them vertically. However, that could change if a person wants lớn watch a đoạn phim that lasts at least several minutes. Try lớn imagine what people will be doing when they initially encounter your đoạn Clip advertising methods, then adjust your creation strategy to lớn fit.

Why You Should Include Video Advertising in Your Marketing Mix

Making đoạn phim part of your strategy allows you lớn engage with audiences that ignore text and banner ads. As mentioned above sầu, marketers are increasing the money they spover on video clip ads. If you overlook this trover, you’ll face a competitive disadvantage.

Getting someone lớn cliông chồng on a static display ad means impressing them enough with a single appealing image or headline. Video advertising, on the other h&, includes more elements users may find relevant or engaging. You could use a catchy tuy vậy, a funny opening line or a relatable situation khổng lồ get viewers hooked and urge them to lớn watch the entire ad.

Also, advertising with đoạn phim gives you more flexibility to position your product or service as addressing users’ pain points, offering something exciting or helping them live more fulfilling lives. Since many video clip ads start playing automatically within the primary nội dung, you don’t need khổng lồ merely hope people will cliông xã on the content. They get exposed to it during a process that occurs within an activity they choose, such as watching a YouTube star’s lademo episode or playing a Smartphone game. Then, provided your ad resonates with them, you’ll be able to keep them interested enough to lớn cause conversions.

Analysts think the 5G network will make Clip ads even more beneficial, & that’s another reason lớn add video-based advertising to your kinh doanh set now. If you want a previews of what’ll be possible with 5G concerning video ads, take the example of Verizon Media. The company recently created an animated boss khủng called HypeZilla và showed off the character lớn its advertising clients. It demonstrated how an actor wearing a motion-capture suit got animated as HypeZilla in real-time & streamed across Yahoo. This example shows how 5G could drastically cut the timeframe needed for đoạn Clip ad creation.

How Much Should You Invest in Video Advertising

The amount you invest in Clip advertising will vary based on your goals và financial resources. If you’re jumping inkhổng lồ đoạn phim ads for the first time, start gradually and scale up. Consider hiring some expert help lớn guide your early efforts, too. Although that’s not a requirement by any means, those professionals will have their finger on the pulse of video clip advertising trends. Moreover, they’ll be well-positioned lớn offer suggestions for crafting video nội dung that matches your br& and helps achieve those all-important KPIs you choose.

Video Advertising Effectiveness

Video advertising works for several reasons. For one, studies conclude that roughly three-quarters of consumers prefer đoạn phim content over text ads. They stiông chồng in viewers’ minds, making br& regọi more likely. Videos tell stories and help a brand develop its voice. Plus, native sầu advertisements can blkết thúc seamlessly with their surroundings.

Effective sầu đoạn Clip kinh doanh can generate millions of views và shares in a relatively short time, meaning you may not need to lớn wait very long lớn see substantial payoffs. Chechồng out the Christmas 2019 đoạn Clip by British retailer John Lewis that got over 9 million views after just over 2 weeks.

A Clip uploaded to lớn Twitter by potato lớn chips brvà Walkers Crisps starred Mariah Carey và first appeared on November 1. By the over of the month, it racked up more than 13.7 million views và achieved more than 19,000 retweets.