In our increasingly digital world, internet users now have access to more information than ever before, and a lot of that information comes in the form of video. According to a blog from YouTube, over a billion minutes of video are watched on their platform every day. With that many people watching videos, it only makes sense that your marketing efforts should be where the viewers are.
What is Video Advertising?
Video advertising is any promotional content that displays on a video you’re streaming, on a website, or even in a display ad. It’s also quickly becoming one of the most popular ways of reaching your target audience. According to Search Engine Journal, video advertising is expected to dominate the world of advertising over the next decade. There’s no better time like the present to get ahead of the curve and start advertising using strong video content.
What Kind of Goals and KPIs Can Video Ads Help With?
Before moving forward with a video advertising campaign, you need to figure out which Key Performance Indicators would be the best to track alongside your goals. KPIs are variable depending on what your goals are. Some common goals and performance indicators associated with video advertising are:
- Increase Awareness: Study how conversations increase surrounding your brand or product and increase brand recognition and awareness.
- Improve Overall Traffic: Track the number of people visiting your website from your video to learn more about your brand and services.
- Promote Purchases: Examine the number of sales from a link or promotional code displayed in your video. Or how sales of a specific product react to a commercial highlighting it.
Although these are common goals and KPIs, they are not the only ones you have to set for your ad campaign. These are just a few to get you thinking about how a video campaign can ultimately benefit your business and how to measure the success that comes from your video.
Key Advantages To Using Video Ads
There are a plethora of advantages to using video ads in your marketing mix. Want to know one of the main advantages of video advertising?
It’s one of the easiest ways to catch a user’s attention.
According to a recent study by Forbes, nearly 89% of internet users spend more time on a page that has a video than pages that don’t. This can be a huge advantage to your landing pages if you’re currently running search campaigns.
Another advantage to video is that they are shareable. When users interact with a video they enjoy or find helpful, they are more likely to share that video with someone they know or someone who would be interested in your business. The more enjoyable your video is to a user, the more likely it’ll be shared, thus increasing your brand recognition and hopefully traffic.
Lastly, videos are customizable to your brand, products, or services. Having a full creative range in your video marketing can help you identify what works for your ads and what doesn’t. By creating a unique, eye-catching video, your audience is more likely to remember your brand and be more inclined to share that video.
Where Can I Use Video Ads?
Video ads are used in a variety of ways and locations. Some of the most common ones we see are ads that come before a video. They’re typically no longer than 30 seconds, but they do a good job of getting in front of your audience. They often come with a skip button if the ad is too long, so be mindful when choosing how long your video is.
Another helpful spot for video ads is on your website or landing pages if you’re running search or display ads. Landing pages containing video are 86% more likely to convert a visitor than landing pages without video. With stats like that, having video on your most highly trafficked pages can be a huge boost in gaining conversions.
The Takeaway
The main takeaway is that video content and video advertising are quickly becoming one of the best ways to increase your brand’s awareness, recognition, conversions, and more. If you want to easily and effectively communicate with your target audience, then video ads may be the next step in helping you reach your goals.
–written by Jonah Ericksen