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Video advertising 101: How to create captivating campaigns

In a world where attention spans are shrinking and content is constantly vying for our attention, video advertising has emerged as a powerful tool for brands to captivate audiences. With global video ad spend projected to skyrocket to $295 billion by 2026, it’s clear that marketers are doubling down on this format.

But what makes video ads so effective? Consumers are craving more video content from brands, yet they find ads with sound annoying.

Marketers are leveraging advanced solutions like Outbrain Smartads to ensure a good return on investment. From varying ad lengths to interactive ads and personalization, the landscape of video advertising is constantly evolving.

In this article, we’ll explore the trends, strategies, and success stories that make video ads an essential element in any marketing campaign.

video advertising

Video advertising is an increasingly important aspect of marketing strategies, with global video ad spend projected to reach $295 billion by 2026. Mobile video ads are expected to comprise a significant portion of this spend, with $227 billion allocated to this format.

This is not surprising, given that 54% of consumers express a desire for more video content from the businesses and brands they buy from. However, marketers must be cautious in their approach, as 67% of viewers find video ads with sound to be the most annoying ad format.

To maximize engagement and minimize disruption, placement of video ads is crucial. Utilizing advanced video advertising solutions, such as Outbrain Smartads, can help marketers achieve their goals.

Additionally, trends in video advertising include varying ad lengths, micro-content tailored for platforms like TikTok, interactive video ads, and personalization and targeting efforts. It is important to note that the majority of viewers prefer to watch video content on their mobile or tablet devices, indicating that mobile video ads are expected to dominate the future of online video.

Moreover, 82% of sales and marketing professionals believe that video content is more important than ever. The effectiveness of video ads lies in their ability to tell compelling stories, convey information, and increase conversions.

Furthermore, videos are highly shareable and engage viewers, contributing to increased brand awareness. By incorporating call-to-action buttons and optimizing for mobile devices, video ads can further drive user interaction.

Autoplay video ads within primary content have been shown to have higher engagement rates. With the advent of 5G technology, video streaming will become even faster, allowing for more seamless user experiences.

To make the most of video advertising efforts, it may be beneficial to seek expert help or conduct in-house testing to guide strategies. Programmatic video ad spend is also expected to rise significantly, reaching $75 billion by 2023.

The preference for video content over text ads is clear, as roughly three-quarters of consumers express a preference for videos. Effective video marketing has the potential to generate millions of views, shares, and engagement.

Successful examples of video ads, such as those by John Lewis, Nike, and Dove, serve as inspiration for marketers looking to achieve similar results. Lastly, tracking metrics such as share counts, views, and comments provides valuable audience insights for future campaigns.

Overall, video advertising is a powerful tool that can help businesses thrive in the increasingly digital landscape.

Key Points:

  • Global video ad spend projected to reach $295 billion by 2026, with significant allocation for mobile video ads
  • 54% of consumers desire more video content from businesses and brands
  • 67% of viewers find video ads with sound to be the most annoying ad format
  • Placement of video ads is crucial for engagement and minimizing disruption
  • Trends in video advertising include varying ad lengths, micro-content, interactive ads, and personalization
  • Video ads are highly shareable, engage viewers, and contribute to increased brand awareness

Sources
https://www.youtube.com/intl/en_us/ads/how-it-works/
https://www.outbrain.com/blog/online-video-advertising-guide/
https://blog.hubspot.com/marketing/video-marketing
https://advertising.amazon.com/solutions/products/video-ads

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💡 Pro Tips:

1. Use varying ad lengths in your video advertising strategy to cater to different platforms and audience preferences. Shorter ads work well for platforms like TikTok, while longer ads allow for more storytelling and information conveyance.

2. Consider implementing interactive video ads to increase engagement and drive conversions. Interactive elements like quizzes, polls, and clickable buttons can enhance viewer participation and make the ad more memorable.

3. Optimize your video ads for mobile devices, as the majority of viewers prefer watching content on mobile or tablet. Make sure the video is properly formatted and loads quickly on mobile platforms.

4. Leverage the power of video storytelling to create an emotional connection with your audience. Use narratives, characters, and visuals to engage viewers and leave a lasting impression.

5. Take advantage of the native video ad format, which blends seamlessly into web pages and can generate more comments and increase brand lift. Native ads tend to be less intrusive and better integrate with the user experience, leading to higher engagement.

1. Global Video Ad Spend Projected To Reach $295 Billion By 2026

The future of video advertising looks bright as global video ad spend is expected to skyrocket to an astonishing $295 billion by 2026. With the rapid increase in digitalization and the popularity of online video content, it comes as no surprise that businesses are investing heavily in this advertising channel.

This significant growth is fueled by the rise in mobile video ads, which are projected to account for $227 billion of the total spend.

2. Consumer Demand For More Video Content From Businesses

Today’s consumers have a voracious appetite for video content, with 54% expressing their desire for more video content from the businesses and brands they engage with. In an era of information overload and short attention spans, videos provide a visually appealing and engaging way to convey messages.

Businesses need to take note of this growing demand and ensure they meet the expectations of their target audience by incorporating compelling video content into their marketing strategies.

3. Annoying Ad Format: 67% Find Video With Sound Irritating

While videos can be highly effective advertising tools, businesses should be mindful of the way they deliver their message. A staggering 67% of consumers find video ads with sound to be the most annoying ad format.

This emphasizes the need for marketers to adopt alternative approaches, such as implementing subtitles or captions, to cater to consumers who prefer a more silent browsing experience. By doing so, businesses can ensure their ads do not become an intrusive interruption to the user’s online journey.

4. Good Roi Reported By 89% Of Marketers For Video Ads

When it comes to return on investment (ROI), video advertising proves to be a worthwhile investment. A whopping 89% of marketers have reported good ROI from their video ad campaigns.

This staggering number underscores the effectiveness of this advertising medium. With the ability to captivate audiences, convey information, and boost conversions, video ads have become an indispensable tool for businesses looking to maximize their marketing efforts.

5. Importance Of Ad Placement For Engagement

When it comes to video ads, placement is key. Marketers need to be strategic in their approach in order to minimize disruption and increase engagement.

Properly placed video ads within relevant content create a seamless user experience that enhances brand awareness and drives higher conversion rates. By carefully selecting the platforms and channels where their target audience is most likely to be engaged, marketers can ensure that their video ads are seen by the right people at the right time.

6. Advanced Video Advertising Solutions Like Outbrain Smartads

To stay ahead of the curve in the ever-evolving landscape of video advertising, marketers are turning to advanced solutions like Outbrain Smartads. This platform empowers businesses to create captivating video ad campaigns tailored to their target audience.

From interactive elements to personalized targeting, these sophisticated tools enable marketers to deliver highly engaging and impactful video content that resonates with viewers and drives desired outcomes.

7. Trends In Video Advertising: Varying Ad Lengths, Micro Content, Interactive Ads, Personalization

Video advertising has witnessed a surge of trends that cater to shifting consumer preferences and evolving digital platforms. One such trend is the adoption of varying ad lengths, which allows businesses to tailor their content to different platforms and consumer attention spans.

Additionally, the rise of micro content for platforms like TikTok has opened new avenues for marketers to reach and engage with younger audiences. Interactive video ads offer viewers a participatory experience, while personalization and targeting add a touch of relevance to the ad experience, ensuring higher audience engagement and conversion rates.

8. Mobile Dominance: 62% Of Viewers Prefer Watching On Mobile Or Tablet

The dominance of mobile devices in our daily lives is further reinforced by the fact that 62% of viewers prefer watching video content on their mobile devices or tablets. As mobile usage continues to rise, businesses must optimize their video ads for mobile platforms to effectively reach and engage with their target audience.

By adopting a mobile-first approach, businesses can ensure that their video ads are seamlessly integrated into the mobile browsing experience, leading to higher engagement and better results.

In conclusion, video advertising is an indispensable tool for businesses looking to capture the attention and engage with their target audience in today’s digital landscape. With the projected exponential growth in ad spend, the demand for more video content from consumers, and the reported good ROI by marketers, businesses must prioritize video advertising in their marketing strategies.

By staying attuned to consumer preferences, leveraging advanced solutions, and embracing emerging trends, businesses can create captivating video campaigns that generate millions of views, enhance brand awareness, and drive conversions in this visually-dominated era.