Last Updated: May 8, 2019


Top Converting Types of Online Video Advertising

Online video advertising, for desktop and mobile, has been on the rise among marketers for quite some time now.

In fact, 72% of businesses say that videos have improved their conversion rate.

With these recent types of results, why aren’t we seeing more businesses taking advantage of videos in their content marketing strategy?

Over the last few years, we have seen that consumers are beginning to respond more positively to video ads with increased engagement, platforms are experimenting with emerging video ad formats.

The recent findings of the Content Marketing Institute reveal that video marketing only comes in third place on the list of most popular content marketing strategies for B2B marketers.

online video advertising trends

Source: CMI

Marketers have been introduced to various options of online video ads that are both on-brand and personalized, based on user interests, platform and device. Brands should broaden their approach to video ads this year to ensure they don’t miss out on opportunities to connect with audiences.

Let’s take a look at the top trending video ad formats that you should consider implementing in your digital marketing strategy.

1. 6-Second YouTube Bumper Video Ads

In 2016, YouTube started offering marketers the chance to capture the attention of mobile audiences with bite-sized, six-second videos, and the format took off.

Immediately after launch, YouTube’s bumper ads were a hit to marketers and advertisers because they offered another quick and creative method to increase ad reach and brand awareness.

The preferred approach to tackle these non-skippable ads is to aim to tell an entertaining, funny or smart story in just six seconds.

And, yes, achieving this is actually possible.

However, it is not easy.

Although YouTube’s bumper ads can run as standalone campaigns, Google recommends using them in conjunction with YouTube’s TrueView Ads for best results.

Six-second ads just aren’t usually enough to convert first time viewers.

The best practice here is to try targeting those same bumper ads to those audience members who were already impressed by the TrueView ads in your campaign.

Viewers are much more open to watching a super quick video before or as an interstitial to content because of the brevity and direct message.

In particular, if you are a brand that has a younger audience, six-second videos may be a great online video advertising technique for you as they resonate with the attention levels of younger consumers.

Facebook is starting to work with some of its advertisers with the new format, and we expect short video ads to come for Facebook advertisers in the near future.

2. Facebook Video Ads

Over the last year or so it is becoming increasingly more and more difficult for marketers to advertise on social media as Facebook, Instagram and Twitter continue to seek to maximize revenues from advertising.

However, businesses and brands around the world continue to recognize that advertising on social media is an extremely cost-effective and lucrative way to reach a very niche and highly targeted audience.

Through Facebook’s Business Advertising platform, you also have the the option to display your video ads within Instagram, too.

As of May 7, 2019 Facebook introduced some new updates that will play a role in Facebook’s video advertising ranking distribution.

These newly rolled out changes include:

  1. Putting more weight on loyalty and intent. Repeat viewership will begin to play an important factor on what Facebook considers when they choose which videos will surface in the News Feed. Going forward, a best practice would be to create compelling videos that people will want to tune in to week after week.
  2. Viewing duration. Facebook wants to see that your videos are capturing viewers’ attention for at least one full minute. The more engaged viewers are (aka the longer they stay watching your video) the better your video will rank.
  3. How original the video is. It was only last year when Facebook announced that they would limit distribution on video content that was repurposed from other sources. Now, they are really drilling down on this to prevent sharing schemes.

Now with all of that being said, Facebook is still a fantastic tool to leverage for your online video marketing strategy.

Tips to Produce An Effective Facebook Video Ad:

  • The first 0:03 really matter, so open your video with a strong image.
  • Don’t rely on sound, unless it’s important. In that case, emphasize it!
  • Text can help support the message, so use a clear & concise copy, in your videos.
  • Make it only as long as it needs to be. If it’s too long, shorten it.
  • If you have great characters, use them. Lean into your art and story.
  • Think about people’s motivation. Build for emotions, benefit & fun.

3. Webpage Video Ads

Often the preferred form of online video advertising for most browsers, is in-page video ads for a given website or brand.

These are generally designed to give more information about a product, service, or even the history of a company.

Many consumers prefer these ads to the videos that disrupt their other content or browsing behaviors, because when they visit a website – they expect to find sources of information that will help them learn more about that brand.

On the correctly optimized and laid out page, a video ad can be informative and engaging.

However if you are overdoing these types of ads on your website, Google and other search engines might deem your site as spammy.

Be careful of that.

Many companies now use these types of advertisements as ways to get people to learn more about their company – without lengthy “About Us” pages.

4. In-Stream Video Ads

In-Stream video ads, or linear video ads play in the video player you’re watching before, during or after a piece of content.

In other words, these are the kind of ads that you see displayed during YouTube videos.

The only problem with in-stream video ads is that they disrupt the audience from watching (or reading) the content that they actually went to a the destination website or landing page to see.

However, for advertisers, in-stream video ads present a unique opportunity to get their product or message seen.

5. Interactive Video Ads

If engagement is your main goal when it comes to online video advertising, then interactive video ads could be the perfect solution for you!

These marketing solutions take over the entire screen of whatever device your user is accessing, and pause the video content.

Usually, interactive online video ads will allow for a range of different interactions, such as signing up to a newsletter, visiting a store, or clicking for more information.

Interactive video ads can show up before, during, or after the content has played, and usually last for around thirty seconds at most.

6. Companion Video Ads

By their very definition, online companion video ads are designed to work alongside the video player, text, or anything else that is present on a given webpage.

They don’t often overwhelm the existing content, but instead play silently alongside it, offering customers a chance to click through and learn more if they want to.

These companion video ads are generally smaller than the full-sized videos on a webpage, which can make them less intrusive than other advertisements.

Conclusion

The US digital video advertising industry’s growth is unmistakable: between 2018 and 2021, it will increase by double-digit percentages annually, topping $22 billion by the end of that period.

In short, video marketing is already conquering the world of digital advertising. Don’t get left behind! They say video killed the radio star.

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