What is video advertising? Tips for Effective Video Ads (2024)

In 2024, companies spent more than $95 billion on video advertising. If that doesn’t seem like a lot of money to you, don’t worry – data from Statista suggests that number is only going to rise. These days, video marketing isn’t as popular anymore – it’s practically mandatory. Videos play a huge role in both digital and traditional advertising.

Brands can connect with video-loving audiences on social media platforms or reach a broader consumer base with ads on streaming services. Learn about different types of video advertising and how you can start producing your own.

What is video advertising?

Video advertising is a broad category within digital advertising that refers to the use of video content to promote a product or service. Place video ads on websites and social media platforms or distribute them using streaming services. Content can vary greatly in style and form depending on the platform. Some ads are quick, vertical social media videos, while others resemble traditional commercials.

This advertising technique has several advantages. First, high-quality video ads help brands connect with viewers on an emotional level because video is a rich and engaging storytelling format. Second, video advertising platforms offer a variety of access points that digital marketing teams can use to reach relevant audiences.

5 Types of Video Ads

Different video ad formats have different features and limitations. Choosing the right format can help you reach your target audience. Here are five common types of video ads marketers should consider:

In-stream ads

In-stream ads appear in video players on sites like YouTube, Vimeo, and Facebook. They are only shown to users who are currently watching videos. The ads can run before, during or after the main video content and are called pre-roll, mid-roll and post-roll.

In-stream ads can be skippable or non-skippable. Specifications vary depending on the platform. For example, on YouTube, unskippable ads can be up to 15 seconds long. Skippable in-stream ads can be as long as you like, but users can skip them after five seconds. In-stream ads often offer interactive features – depending on the platform, they may include a link to your website.

Out-stream ads

Out-stream ads appear on websites without a video player and are displayed as pop-ups, banner ads, or direct embeds. These ads can also contain interactive elements, similar to in-stream ads. Companies often embed these ads on blog pages or in articles. They usually start playing without sound so as not to affect the user experience.

Native ads

Native ads naturally blend into the content around them. Users may not even immediately recognize a native video ad as an advertisement when scrolling through social media feeds or blog posts. The purpose of these ads is to blend seamlessly into the surrounding content.

Social media ads

Advertisers can pay to place video ads on social media platforms such as Instagram, Facebook and TikTok, with numerous placements available in each app. For example, Instagram ads can appear in Stories, user feeds, the Reels stream, and the Explore page.

Excessive advertising

Over-the-top advertising, or OTT advertising, appears on TV streaming services such as Hulu and Disney. They are similar to commercials, but unlike traditional television ads, OTT ads are displayed over the internet.

In addition to mobile devices and computers, these ads can also appear on televisions and gaming consoles. The name comes from the idea that these streaming services bypass cable companies by going “over the top” to reach customers.

Tips for effective video advertising

Great advertising creates an emotional connection and motivates viewers to take action – that’s a lot to achieve in a 15-second video. Effective video advertising requires a combination of storytelling and platform-specific strategy. Try these tips to start creating compelling ad content that resonates with viewers:

Think about your audience

Think about your ideal audience as you brainstorm creative ideas and develop a sales plan. A strong understanding of the viewer’s wants and needs can help you create high-quality content that reaches consumers on an emotional level. Choosing the right platform is crucial to reaching a relevant audience. Check user demographics to choose a distribution channel with relevant viewership.

🌟 Your target market is the foundation of everything your company does. Here are the five steps to uncovering your own insights and putting that research to use.

Captivate the viewer

Start with clear images to capture the viewer’s attention. Modern viewers, especially those on social media, have short attention spans. They are used to scrolling through video content and stopping when something catches their eye. Opening your video with a visually appealing image in the first few seconds can help capture viewers’ attention.

Get to the point

Viewers may not watch the entirety of your video – with skippable YouTube ads, you’re only guaranteed five seconds of watch time. Take this into account when designing your content. Placing your brand name and product at the beginning of your ad helps viewers understand the message even if they only see part of the content.

Use text elements

Out-stream ads and native ads often play without sound. Optimize your video for silent playback to reach the widest possible audience. Elements like subtitles and text-on-screen graphics can help communicate your message without sound. Before publishing, watch the video without sound to ensure viewers have enough time to read the text on the screen.

Write a CTA

Include a call to action (CTA) at the end of your video. Make sure the CTA tells them exactly what to do next, e.g. B. make a purchase, visit a website, create an account or download an app. Engage viewers by writing clear instructions to support your campaign goals.

Incorporate interactive elements

If you use an ad format that supports interactive videos, such as B. In-stream or out-stream advertising, use this feature. Including links allows customers to take immediate action while viewing your ad, driving traffic and encouraging conversions.

Incorporate interactive elements that support your call to action and campaign goals. For example, if your goal is to increase account registrations, you can include the “Sign Up Now” CTA along with a link to your registration page.

Optimize your content

Check video specifications and follow your chosen platform’s best practices for resolution, length, and aspect ratio to ensure your video looks good and plays smoothly. Avoid unwanted errors by reviewing your video content before publishing on desktop and mobile devices. Make sure text elements and graphics are large enough to be read on mobile screens. Before publishing, double-check for any spelling or export errors.