Advertising has evolved over the years, progressing alongside modern technology. Television ad time has lost value over the years, while online video advertising experienced a massive boom online. In 2020, people will spend more minutes watching videos online than ever before. Society has migrated day to day life onto the internet, making now the perfect time to produce video advertisements. This article will talk in detail about how video advertising online is the way of the future and what you can do to get ahead of the curve.
Video advertisements focus on embedding itself in the natural flow of content rather than disrupting it. Personalized video advertisements are almost guaranteed to drive engagement at a far superior rate than traditional television commercials. Most consumers respond positively to a complimentary advertisement versus an invasive one. People no longer want generic, unauthentic advertisements. In a time of data-driven marketing, it is easier to build a relationship and tailor to the audiences’ needs. Videos are the perfect medium to convey a clear message, invoke an emotional reaction, and encourage a call to action.
Social media is a rapidly evolving marketing landscape. Between algorithms, human nature, and pure luck, running a successful ad campaign on social media is a high-risk high reward endeavor. Videos perform astronomically well on social media, given the right care and execution. Platforms such as Instagram and Snapchat are great to invest in, as their popularity has only grown in recent years. Instagram and Snapchat offer ad spaces that appear between users’ regular content, ideal for short-form video advertisements. One of the most overlooked aspects of increasing social media engagement on video advertisements is consistency and clarity. Social platforms are how the public views your company, your ideals, and the community that you want to cultivate. Utilizing social media’s algorithms to target your audience will save time and money. Once again, data-driven methods prove to be advantageous when crafting a focused campaign.
Videos embedded on a website also provide an at a glance of your company for the uninformed customer. Media websites usually have dedicated ad space in the margins of their home page, but online publications have begun embedding videos to increase page visit times. Google’s auto generated ads are mildly successful, if not sometimes humorous in the results they produce. Videos embedded in articles serve a dual purpose, increasing the time a visitor spends on the page and increases engagement at a higher rate than static images. The embed approach offers wider diversity in application than a focused marketing campaign.
All in all, video advertisements in the modern era are concise and impactful, often remaining under 30 seconds. The shorter time frame falls in line with commercial run-times and optimizes the advert for multiple platforms. Preroll ads began on Youtube but have since migrated well with media websites like ESPN and CNN embedding their videos into articles. Video advertising marketing is going nowhere, and 92% of marketers believe it is a crucial part of their marketing strategy. The future of marketing is constantly adapting to the life of the consumers, and COVID has forced the world to evolve in unexpected ways.