Digital and mobile video advertising have been on the rise among marketers for quite some time and as consumers are beginning to respond more positively to video ads with increased engagement, platforms are experimenting with emerging video ad formats.
Marketers have been introduced to various options of 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 Bumper Video Ads
Recently, YouTube started offering marketers the chance to capture the attention of mobile audiences with bite-sized, six-second videos, and the format has taken off. These ads aim to tell an entertaining, funny or smart story in just six seconds. And, yes, it’s actually possible. 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, six-second videos 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 the short videos to be the immediate future of video advertising this year.
2. Facebook Video Ads
As a brand, where you might once have been able to gain a lot of interest and traction organically on social media sites, recently it’s been proven more difficult as the likes of Facebook, Instagram and Twitter seek to maximize revenues from advertising. On the other side, brands continue to recognize that advertising on social media is an extremely cost-effective way to reach a very niche and highly targeted audience.
You can display a Video Ad in the Newsfeed or in the Righthand sidebar. You also have the the option to display your video ads within Instagram, too.
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 video advertising for most browsers, in-page video ads for a given website or brand are 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 right page, a video ad can be informative and engaging. Many companies now use these advertisements as a way to get people to learn more about the 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 that many people have with these ads is that they disrupt them from watching the content that they actually went to a link, or website to see. However, for advertisers, in-stream video ads present a unique opportunity to get their product seen.
5. Interactive Video Ads
If engagement is your main goal when it comes to using video advertising, then interactive video ads could be the perfect solution. These marketing solutions take over the entire screen of whatever device your user is accessing, and pause the video content. Usually, interactive 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 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, Companion ads are designed to work alongside the video player, text, or anything else that is present on a given webpage. They don’t 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 ads are generally smaller than the full-sized videos on a webpage, which can make them less intrusive than other advertisements.
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.