Video advertising is a growing type of digital advertising and it can be very effective for brands, especially when applying the appropriate creative strategies.
Digital video is becoming more popular every year, both in desktop and mobile, and advertisers enjoy the increasing need for video consumption by producing more video content for their audience.
There are different types of video advertising, the most common ones are In- Stream Ads, Out stream in- read ads, banner ads and interactive video ads.
1.In-Stream Ads (Linear Video ads)
In-stream ads are video advertisements that play within a video player, and there are 3 forms of in- steam Ads by when the videos are played, and an additional type- interaction video work:
- Pre-roll – Runs before a piece of video content. This is the most widely used format.
Pro: must be viewed before content is played, has the best retention
Con: could cause viewers to click away before ad fully plays.
- Mid-roll – Runs during a video content, it would pause the content and then resume the video ad is completed. This is better suited for videos with high completion rate.
Pro: Gives viewers time to get hooked into the video content before displaying, possibly reducing abandonment.
Con: Intrusive, like TV advertising and on shorter pieces of content could still cause abandonment.
- Post-roll – Video ad plays at the completion of the video content.
Pro: Least intrusive of these ads.
Con: lower completion rate since there is no motivation for viewer to watch as content has already been completed.
- Interactive Video Ad – these are the ads that takes up the whole screen, and it allows interactions with the ad viewers. The interaction includes, but not limited to click for more information, sign up functions, contact the company/brand. They could be part of pre- roll, mid- roll or post- roll.
Pro: Allows engagement with the brad
Con: could lead to other site
2.Out stream in-read video ads
Out stream in-read video ads are videos on a webpage play automatically when you scroll to the area of the page and pauses automatically when they are out of the view. Out stream in-read video ads does not require the existence of publisher’s player or video to be hosted. They are better suited with websites that contains a lot of text content.
Pro: Easy to view, do not interrupt other video contents.
Con: Movement can be distracting to the main content.
3.Banner video Ads
Banner video Ads are in the banner section of the page. They could be below or above the video box. They usually plays automatically on mute, and they could be replayed automatically too. The content is expandable once you click on it. They do not require a hosting video player either .
Pro: do not interfere with the main content of the page, fit into a standard page.
Con: Low viewability, video can not be paused, could lead to poor user experience.
- Sponsorship graphic
These are the graphics that surrounds a video play box.
Pro: Persistent visuals and optional interactivity throughout the video playback.
Con: Could be distracting for the viewer, can be covered when the video player goes to full screen.
Each type of video ads has its pros and cons, the company need to decide on the types based on the company’s goals and objectives, target audiences, and budget. After you decided on the types of video ads to invest in, you can start to create the video. Here are some tips on how to create a good video ad:
- Be creative
Think thoroughly when you write your video script. Be creative with what you can do with it. Make it attractive that people can memorize after watching it. You could be funny and add some humor element in it, but make sure you play it well.
- Incorporate design to make your ads look highly-produced
You don’t need a professional video studio to produce a commercial, instead, some simple video editing tools and effects would help the video to look more professional. Adding even basic effects is one of the best ways to increase the conversions and engagement on the videos ads.
- Keep it short
A typical advertising video should last no more than 30 seconds. The video should be well cut and edited that delivers the message concisely
- Include a “call to action.”
Give your customers a reason to click through to your business from your video ad. A “call to action” could be your contact information, website, coupon code and more. You could create a special landing page that corresponds specifically to the message in your video, and visitors will explore the rest of your site from there.
- Use large and clear logos
A large logo may increase familiarity with a brand by 24%, compared smaller logo, while it can increase the chances that people will recommend a brand by 33%. You need to make your logo large enough to catch people’s attention, and gain brand awareness from there.
Video ads offer great potential for brands and these tips above would help to generate more effective ads. Every brand should be willing to experiment with new types, formats, lengths for its ads, to find out what is best suited for the business.