From the inception of online advertising, video advertising has remained an indispensable element in marketing campaigns. With the constant evolution of technology, the ways in which we ingest video advertisements has undergone a transformative shift. No longer are we restricted to watching ads on television sets or in movie theaters; we can now stream them online, view them while gaming, and even access them via our mobile devices.
Indeed, it is an undeniable fact that video ads have become omnipresent in modern-day existence. The substantial and ever-growing pool of digital video platforms accessible today means that businesses are bestowed with an unprecedented array of options to promote their products and services via video advertising.
So, what is online advertising, why is it the future of video advertisements, what are the trends and hacks, and what are the different types of video advertisements? Let’s take a look…
What Are Online Video Advertisements?
The manifestation of video ads online is a common phenomenon, and if you have encountered ads while streaming content on platforms such as YouTube, then you have indeed interacted with online video advertising. This type of digital marketing employs videos as a means of promoting or marketing products, services, or enterprises. Referred to interchangeably as product advertisement videos, online video ads can be presented across an array of platforms, including social media, search engines, websites, and email campaigns.
Primarily, online video ads are classified into two categories: in-stream and out-stream. In-stream video ads are integrated before, during, or after a video is streamed. In contrast, out-stream video ads are unrelated to any particular video content and can appear anywhere on a website or social media feed. Further elaboration on this topic will be provided below in subsequent sections.
Why Online Advertising Is The Future Of Video Advertisements
There are many reasons why online advertising is the future of advertising. Here are just a few:
1. The ROI Winner – According to a recent study, online video ads outperform traditional TV ads when it comes to return on investment (ROI). That means you get more bang for your advertising buck with online video ads! With the ability to target specific audiences and track results, it’s no surprise that online advertising have become a top choice for savvy advertisers. So, if you want to maximize your onlilne advertising ROI, consider investing in online video ads. Your wallet (and your brand) will thank you!
2. Increased Social Media Advertising Spend – A study by eMarketer found that social media advertising spending will reach $35 billion by the year 2020.
3. The Budget-friendly Choice – Traditional TV campaigns can be pricey, but online video advertisements offer a more affordable alternative. You can reach a massive audience for a fraction of the cost of TV advertising. Plus, you can tailor your ads to target specific audiences, making your ad spend go even further. With the right strategy, online video advertising can be a game-changer for your brand. So, why break the bank when you can get great results with online video advertising?
4. The Engagement Game-Changer – When it comes to engagement, online video ads have the upper hand. Compared to traditional ads, online video ads offer a more interactive experience, allowing viewers to take action by clicking on links or sharing the video with others. This level of engagement can lead to higher brand awareness, better audience retention, and even more sales. So, if you want to create a lasting impression with your audience, online video ads are the way to go. Get ready to level up your engagement game!
5. Increased Mobile Advertising – With more and more people accessing the internet on their mobile devices, it’s no surprise that businesses are turning to mobile advertising to reach their audiences. Mobile advertising allows for greater targeting and personalized messaging, making it a powerful tool for businesses looking to make an impact on-the-go.
6. The Inflluencer Effect – Social media influencers have become a driving force in online advertising. By partnering with influencers, companies can promote their products and services to a wider audience and benefit from the influencer’s established brand trust. This trend has become a powerful tool for businesses looking to boost their online presence and reach new audiences. So, if you’re looking to make a splash in the online advertising world, partnering with influencers is a great place to start. Get ready to ride the wave of the influencer effect!
As per stats by Business Insider, in 2017, online advertising spending reached $209 billion and is projected to grow to $332 billion by 2020. This just goes to show that online advertising is here to stay and is the future of advertising.
Now that we know what online video advertising is and why it’s the future of advertisements, let’s look into some trends and hacks you can follow for your business growth.
What Are The Trends and Hacks Of Online Advertising?
There are many trends and hacks when it comes to online advertising. As it is gaining a lot of traction with passing time, new features and strategies are being developed to make the most out of it. Here are some trends and hacks you can follow for your business growth:
1. OTT Advertising
With the rise in popularity of streaming services like Netflix and Hulu, businesses are turning to OTT advertising to reach their target audiences. OTT stands for “over-the-top” and refers to the delivery of content via the internet without the need for a traditional cable or satellite TV subscription.
2. Programmatic Advertising
Programmatic advertising is a type of online advertising that uses software to automate the buying and selling of ad space. This allows businesses to target specific audiences with laser precision. As a result, programmatic advertising is becoming more popular with businesses of all sizes.
3. UG Content
User-generated content, or UG content, as it is more colloquially known, refers to content that is authored by users, not businesses or their affiliates. UG content is frequently regarded as possessing a greater degree of authenticity and trustworthiness compared to conventional advertising. This has led to an increasing trend amongst businesses who are now leveraging UG content in their video advertising campaigns, in order to connect more meaningfully with their target audience.
4. Animated or Cinemagraphics
The employment of animated or cinematographic video ads has witnessed an upward trajectory in popularity, as these visual representations have the ability to command attention whilst simultaneously conveying a concise narrative. Businesses seeking to distinguish themselves from their rivals in a competitive market are finding this particular format to be especially advantageous, given its inherent ability to engross and captivate viewers.
5. Vertical Video Ads
Vertical video ads are those that are filmed in a vertical orientation, as opposed to the traditional horizontal orientation. This type of video ad is perfect for mobile users, as it takes up less space on the screen.
6. Mobile First Video Ads
Mobile-first video ads are those that are designed specifically for mobile devices. This type of ad is perfect for businesses that want to reach their target audiences on the go.
And to follow the trends, here are some hacks to make the most out of video advertisements:
1. Keep it Short
The best video ads are those that are short and to the point. Viewers have a short attention span, so it’s important to make your point quickly. As the video begins, 3 seconds are the most important of the video — to restrain the audience from scrolling down, so use them the most and keep them hooked to your video.
2. Use Emotional Appeals
Emotional appeals are a great way to connect with viewers on a deeper level. When creating your video ad, think about what emotions you want to evoke in your viewers. Some common emotions that are often used in video ads are happiness, sadness, fear, and anger.
3. Use creative props
Creative props can help make your video ad more eye-catching and memorable. If you’re promoting a product, consider using the product as a prop in your video. This will help viewers visualize what they would be using the product for.
4. Use Humor
Humor is a great way to engage with viewers and make your video ad more memorable. When using humor in your video ad, make sure it’s appropriate for your brand and target audience.
5. Tell a Story
Stories are a powerful way to connect with viewers on an emotional level. When creating your video ad, think about the story you want to tell and how you can do so creatively and memorably.
Knowing these will give you a great start on deciding which type of advertisements best suit your business. Wait – no further, now let us discuss the different types of video advertisements used for your marketing efforts.
Different Types Of Video Advertisements
1. In-Stream Video Ads
It is the most common type of video ad that people are familiar with. They are categorized as linear video ads which are the ones you see before, in the middle, or after the video you’re watching. This means that all of these ads can be seamlessly integrated with your video content so you don’t get distracted from what’s going on. Moreover, the advertisements will not disrupt the user experience and can easily be dismissed when needed with one click!
Therefore it is very important to give a reason to the user before they skip the ad.
Linear Video Ads
Linear video ads run in a sequence before, during, or after the video content that a user has chosen to watch. They are non-skippable and can be up to 20 seconds long or even more nowadays.
Types of Linear Video Ads
Pre-roll video ads are the ones that play before the main video. These kinds of ads are generally 5 to 6 seconds long and are mostly unskippable. So making sure your video is short and captures the attention of the user in that short amount of time is crucial.
Mid-roll video ads are placed in between the main video content. They can be anywhere from 10 to 30 seconds long and are mostly skippable. Users generally have the patience to watch these ads as they are interested in the main video content.
Post-roll video ads are the ones that play after the main video content. These are the most tricky and least viewed of all the video ads, as people are already getting ready to leave the page or click away. Nevertheless, post-roll video ads can be very effective if they’re short and to the point. Either add a CTA to speed up the action, or use them as a soft sell to keep your brand top of mind.
Non-Linear Video Ads
Non-linear ads run parallel to the video content and are generally less disruptive with a close X button. They can be either skippable or non-skippable depending on the format.
Types of Non-Linear Video Ads
Overlay Video Ads
Overlay video ads appear as a semi-transparent overlay on the bottom 20% of the video screen. They can be up to 15 seconds long and are mostly skippable. Overlay video ads are less intrusive than other types of video ads and can be a good way to introduce your brand to new users.
Floating Video Ads
Floating video ads appear as a small box in the corner of the video screen that expands when hovered over. They can be up to 30 seconds long and are skippable. Floating video ads are less intrusive than other types of video ads and can be a good way to introduce your brand to new users.
Non-overlay Video Ads
Non-overlay video ads are those that appear on the side of the video, or under the video player controls.
It’s like the perfect murder – no one sees it coming! The upside is that you get to show off your product without any obstruction. This could be a problem if people are distracted by other things in the video ad, but otherwise, this should not pose too much of an issue for viewers since they’re used to watching all those TV ads where anything goes (and there is still way more than enough information).
2. Out-Stream Video Ads
Out-stream video ads are the ones that are not played as part of the video content but instead run on web pages where there is no video playing. These ads generally run on social media platforms and news websites. They are mostly skippable and can be up to 30 seconds long.
Types of Out-Stream Ads
In-Page Out-Stream Ads
In-page out-stream video ads are those that are placed within the content of a web page, often in the form of a pre-roll ad before an article or video. These ads can be very effective in keeping viewers engaged with your brand as they are consuming other content on the page.
In-Text Out-Stream Ads
In-text out-stream video ads are those that appear in the middle of a piece of text, usually as a pop-up. For example, as you read through the article about the latest mobile phones, a video player opens and begins playing with autonomy. It is interruption-free as well because it automatically stops once finished viewing or when clicked away from its playback area! When scrolling further down towards your destination page number (about halfway), this new model of the mobile comes up in front of us—the one with all these great features like being snapdragon 8th gen, 100MP camera, and water-resistance — so accidents won’t happen often if ever again…
This ad is perhaps very welcoming, but as you scroll down, the video pauses until you hover over it again to play. This one’s a great type of video advertisement that uses relevancy without compromising the comfort of the viewer.
In-Banner Out-Stream Ads
Inner-banner ads are both collapsible and expandable. This means that they can take up less space or larger on a webpage than other kinds of ads, which can be important for website visitors who are using different screen sizes. They can either expand or shrink with user interaction.
3. Interactive Video Ads
Interactive video ads are those that allow viewers to interact with the ad in some way, such as by clicking on a product to learn more about it or by taking a quiz. These ads are often used to generate leads or sales and can be up to 30 seconds long.
There are several types of interactive videos like product videos, how-to videos, testimonial videos, etc… which we have explained in detail in the video marketing guide.
4. In-Game Video Ads
These are video ads that are played while a game is being played. They can be up to 30 seconds long and are often skippable. In-game video ads can be a great way to reach gamers who may not be reached through other channels. Using this type of video ad, you can target specific genres of games and specific platforms.
5. TV Video Ads
The history of TV ads is an extended one, stretching back several decades, and likely universally known. However, a less commonly known fact is that modern-day television ads offer the option of precisely targeting specific demographic groups.
TV video ads are those that are displayed on television, with a maximum runtime of 60 seconds. Though these ads may come with a significant production cost, their inherent potency in reaching broad viewership segments renders them an advertising strategy of considerable worth.
When it comes to TV ads, there are two main types:
Broadcast TV Ads
Broadcast TV ads, a variant of television advertising, are typically aired on mainstream network television channels. Although they may incur a considerable production cost, these ads have the potential to achieve massive reach amongst diverse viewership groups.
Cable TV Ads
In contrast, cable TV ads are those that are displayed on cable channels, and often come at a comparatively lower cost than broadcast TV ads. Nonetheless, cable TV ads can be remarkably effective in penetrating specific demographics, and can result in a substantial return on investment.
Now that you know about the different types of video ads, it’s time to start planning your video ad campaign!
The notion that video advertising represents the future of advertising is an irrefutable fact. Its capacity to actively engage and interact with viewers renders it a formidable force in terms of generating optimal reach and exposure amongst diverse demographics. As there exists a plethora of video ad formats to select from, there is an exceedingly high probability of discovering an optimal fit for any advertising need. With that being said, the time for procrastination has long passed, and enterprises ought to begin strategizing and executing their video advertising campaigns without further delay.
And if you are planning your video advertisements, youtube ads, product advertisement video, or even online advertising strategies, look no further, 12 Channels can help. With years of experience in video advertising, we can help you plan, shoot, and edit your video ad. Contact us today to get started!