Video advertising is hot! You can’t visit a website or social media platform without a video popping up. Pre-rolls, in-page video, webinars, amusing videos, Instagram Stories and IGTV, everything is possible when it comes to video advertising. Because there are so many options, our colleague Nathalie Hagenstein decided to cluster all her expertise.
Research shows that 90% of the people that watch a product video, say that the video helps simplify their decision to purchase. Plus, 64% of the people tend to buy a product faster when they’ve seen a product video. The use of videos helps storytelling, branding and sales. Video can’t be lacking in your marketing mix! This article will tell you all about the possibilities.
Let’s start with the term ‘Instream Video Advertising’. This is a form of advertising where one video plays within another video. This could appear prior to (pre-roll) , in the middle (mid-roll) of or at the end (post-roll) of the video.
The first thing that will come to mind when thinking of Instream Video Advertising is YouTube. You can’t watch a single video on YouTube without coming across one of the above. A nice form of advertising.
YouTube gives the option to skip the ad when it’s a pre-, mid or end-roll. The viewer can skip the ad after five seconds. Naturally, this has a negative effect on the viewing time of the video. Therefore, it is important that you think about how you are going to tell your story in a way that will cause people to watch the full ad, instead of clicking ‘Skip the ad’ after five seconds. Furthermore, it is important to match the content of your video to your ad, this way your video will be relevant to the viewer.
Instream video advertising is applicable to YouTube but also to different channels like SBS, STER, RTL etc. To make your ad more relevant for the local/regional advertisers it is also possible to geotarget your video.
Outstream Video Advertising, also called ‘in-page video’. A website visitor gets to see the video when he or she reads a certain article. This video ad will start automatically when it pops up.
Sometimes the visitor scrolls past the video and therefore doesn’t see the ad, in that case the advertiser often won’t have to pay for the view. For this form of advertising geotargeting is also an option.
Besides that you have to make sure that you’re relevant thematically. A video ad for the newest BMW sports car isn’t typically shown on a women’s platform like GRAZIA. Your video has to match the audience of the website it is viewed on.
Both Facebook and Instagram are a great platform for video advertising, provided that it has the right format. For example, Stories has a different format than videos that appear in the news feed.
Video advertising on social media is used for branding and storytelling. You want to take your customers on a journey. You want people to watch your video. When uploading, select ‘video views’ as the goal of your ad. This is a specific goal you can choose on Facebook and Instagram. Traffic and conversion is also an option but often doesn’t get the same results because people want to watch the full video instead of clicking out of the video.
The preferred length of a video is 15 seconds max. This goes for Facebook and Instagram but also for pre-rolls. Videos can be longer but that’s something we don’t advise. People are easily distracted. In our last campaigns we saw that people are more likely to finish an Instagram Story than a video on the Facebook and Instagram news feed.
So, if you want people to fully watch your 15 second video we using the Instagram Story format. Video views as the goal for the video ad is great and also measurable, especially when Instagram Stories is one of the channels.
Facebook & Instagram news feed: 1000×1000 (1:1)
Facebook & Instagram Stories: 1080×1920 (9:16)
A lot of people don’t know there’s a lot more to video advertising than just the video itself. You can communicate so much more through video. For example: an advertiser has made a beautiful video but for the viewer it isn’t always clear what the exact message entails or what is being offered.
Through VDX.tv an advertiser has the possibility to show the video but also to interact with the viewer. From the moment the viewer becomes active because of a mouse over or a click the video becomes interactive. There could be a new background being shown or extra tabs with product information. This ensures a unique experience for the audience and for the advertiser many more new possibilities to reinforce their stories.
Nowadays, 68% of all households have ‘Connected TV’ installed and this percentage will keep on growing. By Connected TV we mean watching television through an internet connection. This is possible through external devices like a game console, Smart TV or a ChromeCast. These devices allow you to go further than just play a video advertisement. Here, creative and unique creations are key.
The interactions, engagements and clicks are measured and reported. Very interesting data that provides a lot of interesting learnings.
Author: Nathalie Hagenstein
Posted on: 30 April 2020
Edited on: 30 April 2020
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