Video Ads Campaigns: Elevate Your Advertising Game

What is video advertising?

Video advertising uses video to promote a brand, product, or service. Video advertising is a great way to deliver and promote your products or services because it combines visuals, sound, and storytelling to send customers a powerful message. Video ads can be seen on YouTube and social media platforms like Facebook, Instagram, or TikTok.
Video advertising is not just about showcasing and talking about your product; but about engaging your audience. You can achieve different marketing goals using video advertising. It is a great and effective way to create brand awareness, reach a large audience, increase website traffic, and, most importantly, drive sales.
Before starting with video advertising, it is important to identify your company’s most suitable video ad formats to reach your goals.

Types of video ads

You must choose the right video ad format depending on your goals, what you want to achieve, who you want to target, and what kind of story you want to tell with your ad. Choosing the right ad format is very important and can make a difference. Ad format determines what your ads look like and how they behave to people who view them.
There are several types of video ad formats to choose from:

• Skippable in-stream ads: play before, during, or after other videos. The important thing is that after the ad plays for 5 seconds, the viewer can skip it.
• Non-skippable in-stream ads: The viewer can’t skip your ad. They are designed to allow you to reach customers with your entire message and have a duration of 15 seconds or less.
• In-feed video ads: only appear on YouTube and reach people in places where they are discovering content.
• Bumper ads are just 6 seconds or less, and viewers can’t skip the ad. Bumper ads are designed to allow you to reach customers broadly and increase awareness of your brand by using a short, memorable message.
• Out-stream: Only available on mobile and tablet. They appear on websites and apps running on Google video partners. They can help increase brand awareness by extending your reach beyond YouTube.

Keep reading and learn more about types of video ads and their benefits.

In-stream

In-stream ads are brief videos that play within other videos on popular social media platforms like YouTube, Facebook, and Instagram. They show up before, in the middle, or after the main video, grabbing the viewer’s attention when they are most focused on the content. In-stream ads are typically short (15-30 seconds), non-skippable videos. As a result, they have the potential to reach a large audience of social media users.
In-stream ads can be divided into three categories:

#1 Linear ads

Linear ads are the most common form of in-stream ads. They disrupt the main video content, taking up the entire playing space. They are called “linear” because they play sequentially with the content, similar to commercial breaks on TV, which come between and during shows.
There are three different types of linear ads. Those ads can be:

• Pre-roll: ads appear before video content starts, lasting 15, 30, or 60 seconds
• Mid-roll: ads play during the video, typically at a natural break
• Post-roll: ads play after the video has finished; despite being the least used in-stream format, these can also be effective.

#2 Non-linear ads

Non-linear video ads, or overlay ads, appear alongside video content without interrupting it. This means they are less intrusive than linear ads, allowing viewers to continue watching content while the ad is active. A key characteristic of non-linear ads is their ability to run with the main video content without interrupting the audience’s viewing experience.
Non-linear ads empower viewers. They can choose whether or not to engage with the ad, and their content consumption remains uninterrupted.

#3 Companion ads

Companion ads differ from the strict definition of in-stream as they don’t appear directly within the video stream. Instead, they appear beside the video as an image or text ad positioned outside the video player.
Despite their placement, companion ads are crucial in improving brand visibility. Skippable in-stream ads, non-skippable in-stream ads, and bumper ads support companion banners.
It is important to know that companion banners only show on desktops. They don’t appear on mobile devices, connected TVs, or other devices that support YouTube. They appear next to the ad on the YouTube watch page. When a viewer clicks on the companion banner, they will go to a website URL you provided when creating the campaign.
A click on a companion banner counts as a view (even if the viewer doesn’t watch at least 30 seconds of the ad).

Out-stream

Unlike in-stream video ads, out-stream video ads appear separately from video content. Instead, they may appear in a website’s sidebar, in one of its corners, or within the editorial content. They are also known as in-read or native video.
Out-stream ads are mobile-only ads that appear across various placements on Google video partners. On the mobile web, out-stream ads appear in banners. In mobile apps, they appear in banners, interstitials, in-feed, native, and in both portrait and fullscreen modes.
Out-stream ads begin playing with the sound off. Viewers can tap the ad to unmute the video. They are designed to increase your video reach at an efficient cost.
There are three main types of out-stream ads:

• In-Page: An in-page, out-stream video ad consists of a customized video player placed on the webpage to play back video advertisements exclusively. These ads can appear in sidebars or as overlays on a webpage.
• In-Banner: In-banner ads are designed to appear within standard Display ad banner spaces on websites or mobile apps. They are usually at the top of the webpage and often include subtitles as they are playing.
• In-Text: They are placed within the text of an article and are triggered to play when the user scrolls through some specific points of the article. They typically emerge at the halfway mark of the article to optimize audience engagement.

Although both advertisements (in-stream and out-stream) aim to reach audiences through video content, they have distinctive strengths and weaknesses.
In-stream ads are typically placed within the video content itself, either before (pre-roll), during (mid-roll), or after (post-roll) the main video content. They are more disruptive; ads play within video content, requiring viewers to watch them before they can continue with the main video. You should expect higher engagement rates since viewers are already watching video content, making them more likely to pay attention to the ads.
Out-stream ads appear within non-video content (mostly text-based). They are standalone videos integrated into a blog post or article, much like a native ad. They are less intrusive, and you could expect lower engagement rates because out-stream ads may not grab as much attention. Viewers might not be as focused on the ad content while going about their online activities.

Native

Consumers’ attention spans are constantly decreasing, and more people are using ad blockers, so it is becoming difficult for brands to get their message across. One ad format that can help bypass that is native video advertising.
Native advertising is a form of advertising that blends in with the surrounding content so that it appears to be a natural part of the user’s experience. The content of native ads is designed to match the form and function of the platform or website where it appears, and it is often labeled as sponsored content.
The main purpose of native advertising is to provide a seamless, non-disruptive user experience while also delivering an advertiser’s message.
Let’s take a look at how native video can power up your funnel:

• Awareness is when users first hear about your brand or get to know you. Native video ads are eye-catching and exciting to target audiences, the ideal way to introduce your brand story when consumers are primed to hear it.
• Engagement: Native video ads provide an interactive viewing experience that builds interest and curiosity and keeps audiences engaged.
• Conversions: By adding a call-to-action to native video ads, you can drive users to act and convert when engaged and interested in your offering.

Rewarded

A rewarded video is a user-initiated ad format where users can earn in-app rewards by watching short video advertisements. It’s different from other video ad formats in that it doesn’t interrupt the user’s experience with the game. Instead, it is a genuine opt-in experience that benefits all parties involved. So, users can choose to watch the ad in exchange for some incentive – an extra life in a game, an extended free trial, or a puzzle hint, for example.
The standard video format works this way:

• Users can watch a short video ad and receive in-game currency, power-ups, or other rewards in exchange.
• A user is shown a 15- —to 30-second video ad. They must see it through to the end to earn a reward.
• The user resumes the gameplay with the reward in their account.

As users find them desirable, developers can benefit from their high conversion rates, revenue, user retention, and engagement rates.

Benefits for advertisers:

• Higher completion rate of ad views – the viewer isn’t rewarded unless the ad is viewed completely, so it is less likely that the video is skipped or cut off.
• Better audience targeting because the user is choosing to watch the video ad; it is more likely that they are choosing to watch ads they have some interest in.
• Higher viewer satisfaction because rewarded video ads are opt-in and non-intrusive. Viewers tend to look more favorably on the advertiser.

Shoppable

A shoppable video is a marketing tool that allows viewers to purchase products featured in the video directly through embedded links. Viewers watch a video, and then, the moment they see a product they like in the video, they can simply click on it to learn more information and add it to their cart. This simplifies the buying experience by eliminating the need to open multiple links or be redirected to different websites.
Shoppable videos have become extremely popular in marketing due to their engaging nature. These videos have the potential to attract customers and lead them toward making a purchase more streamlined and efficient.
However, the success of shoppable videos depends on various factors, including content quality, the user interface’s effectiveness for making purchases, and the brands’ ability to target the right audience with their videos.

Benefits

In an age of YouTube, live streams, Instagram stories, TikToks, webinars, and beyond, video content reigns supreme.
It is undeniable that video has a certain appeal that text and image-based advertisements don’t. While it can be a bit more expensive or time-consuming to develop than other mediums, it allows you to deliver a message that connects with consumers in a deeper and more genuine way.
Let’s look at some of the benefits of video advertising and why to use video marketing.

#1 Highly engaging

Capturing your audience’s attention is key in the noisy world of digital marketing, and video ads do it better than any other online ad. Videos are engaging because they don’t just tell—they show, and they do it in a way that sticks.
Done right, this instant engagement sets them apart, making people more likely to remember and engage with your content.

#2 Easy shareable

One of the benefits of incorporating video marketing into your content strategy is that video content is easily shareable on social media platforms. Videos are the most shareable type of content, with 51% of people more likely to share videos with their friends.

Video sharing is a powerful tool that effortlessly extends your reach, reaching far beyond your initial audience with no additional effort from you. Sharing boosts your brand’s visibility, drives more traffic, and expands your reach in ways other forms of content can’t match. If a customer loves your brand and you post a video promoting a sale, for example, there is a chance that customers will share that video on their profile, story, or among their family and friends.

#3 Reach a wider audience

YouTube users view 1 billion hours of video content daily, so it is no surprise that video ads can attract a wider audience. Since video is available on nearly every social media network, posting your video ads on various platforms can attract an even broader audience. The key is to make your videos relevant to your target audience and catchy enough to retain your message.

#4 Build trust and credibility

Video is a great way to build trust and credibility with your audience. Video allows brands and businesses to show their human side by featuring real people and telling authentic stories. That builds trust and credibility, which is crucial for a thriving business. Customers buy from people, not companies, so you must cultivate an emotional connection. One research showed that 87% of consumers said video quality impacts their trust in a brand.
Video content can also demonstrate product or service features and benefits to provide transparency. When consumers see a product or service in action, they are more likely to trust the brand and better comprehend its value.
You can also record customer testimonials and reviews from satisfied buyers, which are highly influential forms of social proof. Hearing real people talk about their positive experiences with a brand or product can be very persuasive.

Engagement & retention

Video advertising stands out for its capability to capture and retain viewers’ attention more effectively than other forms of media. The dynamic combination of visual and auditory elements in videos makes them engaging. This engagement is not just about capturing attention but also about retaining it. The storytelling aspect of video advertising helps create a narrative that viewers can connect with, making the message more memorable. When a brand tells a story through video, it is not just selling a product or service – it is sharing a message that viewers can relate to emotionally.

Conversions (ROI)

Video advertising can be a powerful tool for increasing conversions and better return on investment (ROI). It allows businesses to connect with their audience more engagingly and memorably.
By creating compelling video content that resonates with your target audience, you can increase the likelihood of them taking a desired action, such as making a purchase or sending an inquiry. Video advertising is not just about visibility; it is highly effective in driving conversions. Studies have shown that video ads can significantly improve conversion rates compared to other forms of advertising. This is because videos can convey a lot of information quickly, and they do it in a way that is easy for viewers to understand and relate to. Moreover, video’s persuasive power helps influence buying decisions, leading to a better return on investment for advertisers.

Targeting

Understanding your target audience is crucial for creating effective video content. Consider factors such as their age, interests, pain points, and behaviors, and use this information to create videos that speak to their needs and desires. With various targeting methods available for your campaigns, you can reach your ideal audience based on who they are, what interests them, or what content they view.
Video advertising offers many targeting options, including demographic groups, interests, placements, topics, data segments, etc. Focusing your ads using targeting options makes them better for your desired target audience. Targeted advertising is crucial for the success of your campaign. Associating your ad with content your target audience already likes increases your offer’s relevance. That can translate into higher engagement rates, increased likelihood of conversion, and a better return on investment (ROI).

Personalization

Personalized video is a powerful tool that combines the engaging nature of video with the advantages of personalization. By integrating tailored elements such as the viewer’s name, preferences, or past interactions with a brand, the resulting videos create an immersive experience that captivates the viewer, gets their attention, and increases the likelihood of them taking action.
There are many benefits of personalized video marketing for B2C and B2B brands. Personalized video messages allow you to connect with your audience more personally. It also helps you stand out from the competition by creating a unique and customized experience for your viewers. Using personalized video can help increase sales and conversions by providing a more engaging and targeted message.
Finally, it can help build brand loyalty and trust by showing your audience that you care about their needs and preferences.

Emotional connection

In advertising, emotions play a powerful role in connecting brands and consumers. Emotional video advertising can captivate audiences, leave a lasting impression, and ultimately drive consumer behavior. Focusing on creating genuine, relatable, and meaningful content is important for building emotional connections with your audience. Understanding your audience’s emotions and aspirations will help you tailor your videos to elicit the desired emotional response and establish a lasting connection.
Imagine this: you watch the video, leaving you with a warm feeling, a smile on your face, or maybe even a tear in your eye. That is the magic of storytelling in video advertising. It is not just about watching. It is about feeling.
Video is the perfect way to connect with people emotionally. Advertising with video has the unique power to communicate and connect with your audience on a deep, emotional level. It is like a bond between you and the brand that lasts long after the video ends. When viewers feel an emotional tie, they are more likely to remember the ad and, by extension, the product or brand.
Why does it matter? Emotional connections lead to brand loyalty. When your audience feels a genuine bond with your brand, they are likelier to choose you over the competition.

Storytelling

Video storytelling is a marketing tactic that uses the naturally engaging video format to tell a story about a brand, company, or product. It guides viewers through relatable narrative-based content that gets to the heart of their pain points, ignites an emotional connection, and presents a satisfying solution. People get pulled into what is happening due to various factors, ranging from camera angles to the soundtrack, the characters, and the story’s emotions.
Video storytelling is much more than a sales pitch. It doesn’t focus on the product but relates a story that directly or indirectly ties into the brand, product, or customer pain point. Telling stories with video engages all the senses – eyes, mind, and heart – making it more powerful, immersive, and effective in driving engagement.