July 13, 2017 | Video | by Alexian Chiavegato

Is Video Advertising the Ultimate Digital Format?

Video advertisements have reached new heights of popularity in the advertising world as more professionals look towards different digital ad formats for success. From better ROI to more conversions, video advertisements often give you the most value for your money. If you want your brand to stay relevant, now is the time to adapt to the rerouting of advertising dollars in order to make the best investments. Video in the digital space has proven to be effective in grabbing viewer’s attention, building trust, and inciting emotions.

Understanding the rise of mobile usage is integral to understanding the consumer demand for mobile video. Consumers have made the switch from desktop to digital and are spending their down time with mobile devices more frequently. More than 51 percent of consumers browse through their mobile devices rather than a desktop. That, combined with the increased availability of Wi-Fi and better mobile data plans, makes it easy to see why mobile has taken off. While mobile device usage has continued to rise, consumers are making it clear they want to see more on-the-go video content from publishers. It is predicted that by 2019,80 percent of all internet traffic will be streaming videos.

There are some key components of video advertising that will help you jump-start your video ad campaign and obtain better results.

1) Short, well-produced video content is less intrusive to viewers than long, drawn-out videos. Engagement stops if the video does not entice a viewer in the first 10 seconds. The busy lives of many consumers leave them searching for easily digestible content in a relatively short timeframe. Video ads have the benefit of being concise while relaying a lot of information. Using subtitles can enhance the message and aid in consumer retention. It saves consumers time and makes it easier for them to make purchase decisions.

2) The content of your video advertisements must be educational, entertaining, and creative. Well-crafted videos can extend their reach far beyond ad networks. Your video ad should provide consumers with information they deem beneficial to share with their friends. Creative videos can quickly go viral, and while high quality production is a bonus, it is not always necessary so long as the content is authentic and entertaining.

3) The distribution and placement of your video advertisements matter. YouTube was once the largest distributor of video content, but other social media sites are responding to the demand by implementing video-friendly formats. The increase in ad networks available to support video ad formats allows you to leverage your content throughout multiple channels. In addition, consumers are more likely to view your video favorably when it is placed seamlessly into their browsing view. If the video appears as an advertisement, consumers will likely shift their attention elsewhere. In the context of social media, a study found that Twitter users favored Standard View ads that appeared in their feed over First View ads, which are displayed at the top of the page.

Video streaming content allows you to understand viewer habits down to the second. Utilize your video analytics and adjust accordingly. Your video analytics will reveal who clicked on an ad, how long it was viewed, and whether or not the ad is holding viewers’ attention. It gives you more insight into how the consumer is engaging with your content, while also showing which ads lead directly to sales.

The takeover of videos as the dominant digital ad format is only in the beginning stages, but there is no longer a question of whether or not to utilize video advertisements. The high demand for video content should not be ignored. Video will help you stay relevant, engage with consumers, and track ad campaign results with more accuracy than previously available.