Video advertising refers to online display advertisements that have video in them, as well as, advertising that occurs before, during and/or after a video stream online.
Video marketing is the practice of using videos to promote your brand, products and services. Some common forms of video marketing include live videos, explainer videos and customer success videos. In general, video marketing content is made to spread awareness.
Creating video content used to be more straightforward than it is today. It might have been harder to accomplish on the technology front but distribution was clearer. It was headed to the television.
Today, videos could end up not only on TV but anywhere online as well. And that means there are some things that marketers need to keep in mind when creating video content.
Create new ways to tell stories
The trick with video content is that it has to be deeply engaging for the viewer. That means you need to create stellar stories that work within a complex landscape.
That sounds tricky, but the best way to tackle such a task is by understanding your consumer’s behavior.
Users have a tendency to view ads with the sound off
When you’re scrolling through your Facebook feed, how often do you have your audio up? If you’re like most people, the answer is Think of how you can create videos that can lead users through the customer journey even in a sound-off experience.
Don’t try to equate different platforms
There are a lot of platforms that offer video experiences. From YouTube to Instagram to Snapchat. Each platform has different consumer expectations and behaviors.
When you’re creating content, be wary of making false equivalences between platforms. Understand the different standards each platform has and adjust your campaign to meet those.
What’s all the fuss about video?
There have been many proclamations that 2017 is the “year of video marketing.” And that’s not without reason. Marketers see great results with video. And Google notices it too.
Video then and now
Creating video used to be costly and hard to do. You needed expensive equipment and people who knew how to use that equipment.
The introduction of smartphones has made it easy for even small brands to create video content. You can now film high-quality videos on your phone, edit it and upload it seamlessly.
The explosion of YouTube also drastically increased the rise of video content.
These two factors combined have led many marketers to add marketing channels which support video into their efforts.
Video is no longer just limited to big brands. Small businesses can leverage video to drive increases in traffic and conversions with something just as simple as a two-minute video.
Video marketing vs. video advertising
Some people believe that marketing and advertising are interchangeable words. This is especially true for video content. That video on a company’s homepage? Totally an advertisement, right? The mid-roll ad on YouTube? Just some typical marketing, isn’t it?
Here’s the thing, despite some confusion, the difference between video advertising and video marketing is actually very clear.
Video marketing refers to the use of video content in websites, landing pages, social media, email, etc. to inform/educate and engage the audience. Meanwhile, video advertising refers to paid video content running online or through traditional means, using audience targeting to reach an audience.
Why marketers and brands love video
There are many marketers who believe users don’t pay attention to video advertisements. However, despite this belief, users do pay attention to video advertising, they’re just selective.
If you’re using video wisely, and you understand how your target audience engages with online video, you can see its many benefits.
Cross-channel benefits are high
Today, people are nearly always connected online, which means brands have plenty of opportunities to reach their consumer. Enter the cross-channel video campaigns.
Cross-channel video campaigns help connect users across
These campaigns deliver the content fluidly through the many touch points of the customer journey. Thus, exposure increases by engaging with content positioned brands for purchase in the competitive segment.
Videos are shareable and sociable
Today’s users expect advertising to be brief, targeted and convenient because they love to share what they like and video advertising has this shareability. In fact, 76 percent of users say they would share a branded video with their friends if it was entertaining.
Part of this is thanks to social networks that encourage video content from brands.
Not to mention, YouTube is the second most popular social network in the world.
Here’s the key thing to remember with social media — people want to share stories and emotions.
The more social shares you get on your videos, the more you can increase traffic to your site.
Mobile users love video
Video and mobile have become a “hand in hand” situation in recent years. In fact, 90 percent of consumers watch videos on their mobile device.
People like being able to watch videos while they’re on the go. As the number of mobile users increases, the audience your video can reach will increase as well.
Mobile users also feel more connected to video content. According to Google, mobile users are twice as likely as TV viewers, and 1.4 times as likely as desktop users to feel a personal connection to brands that show video content or ads on their devices.
Brands have also become aware that they need to be sensitive to the user experience when it comes to mobile devices, which is why vertical videos have become such a thing. It makes consuming video content on mobile even better for the consumer.
Great resource for your audience
Videos are the excellent format for informing and educating. Incorporation of audio and visual elements appeal to multiple senses. From school going little kids to old aged customers, video ads perform well as an educational and informative tool too.
They’re especially effective when used for product demonstrations or in as How-To guides, as viewers can actually see how certain things work or learn a new skill.
Why marketers and brands struggle with video
Video advertising has transformed from the old school television advertising system to becoming a key part of the digital ecosystem.
While it's become much easier to include video in brand campaigns, there are still challenges that lie in the way.
Consumer experience is still lackluster
A recent survey revealed that 41 percent of consumers think the biggest thing advertisers can do to improve their experience is matching ad loads with viewing time. Consumers are more likely to view ads to completion when they’re watching long-form content rather than short-form content.
The other aspect that many feel needs improvement is the “clutter” around digital advertising in general. Removing the clutter around pages and sites would greatly impact the experience, according to 31 percent of respondents.
Advertisers feel that poor creative is the underlying issue to bad ad experiences. There’s a lack of diversity for a single campaign — think of how you end up watching the same ad over and over again alongside different videos.
These are big issues that need to be addressed and fixed in order to improve the consumer experience. A video is only worth when your audience finds it useful or interesting.
Inadequate measurement/cross-screen metrics weighing marketers down
The challenge to find the best way to measure video content, especially across screens, has plagued marketers for some time. You need to be able to track and monitor your video content through the customer’s journey.
Setting hard objectives for your video content can help. You should track and attribute clear numbers and goals to:
Have relevant numbers and goals in place and make sure you communicate them through the entire team.
Stop ad blocking me
Ad blocking has been a burden on marketers for a while, but it might be hitting the video ad industry the hardest. Surveys show that most users are aware of ways to block ad interruptions while they watch videos.
It seems that autoplay with sound is one of the biggest annoyances for users. The excessive data usage that comes with video ads on mobile doesn’t help either.
This is a unique level of intrusive behavior that makes video so likely to suffer from ad blocking.
However, marketers can take steps to reduce ad blocking. These include focusing on improving video ad quality and exploring alternative formats.
How can we expect video to change for marketers over the next 3-5 years?
Ten years ago, brands likely didn’t anticipate how much video content would change not only in how it’s made but where and how it’s distributed. Advancements in technology plus new trends that come along will only continue to see video content evolve.
We asked some experts to provide their thoughts on where video is headed for brands and marketers.