03 Jul Understanding Video Marketing

Video advertising campaigns evolve with ad formats, and as social media platforms increasingly prioritize videos over other types of content, it’s becoming crucial to nail your video communication. The main purpose of placing video ads is related to the promotion and sale of goods and services of the organization, promotion of brand image, increasing its recognition on the market, as well as increasing the trust and loyalty of potential customers.

The State of Video Marketing

Video advertising is one of the most popular ways to reach online audiences. Experts believe video advertising will dominate the next decade, which suggests that now is an ideal time for marketing professionals to learn more about it and investigate how it could improve their reach and overall effectiveness with campaigns.

Although marketing with videos is gaining popularity, that doesn’t make it a guaranteed win for marketers. The results of an Irish study indicated 60% of respondents felt there was too much advertising associated with on-demand video platforms. Also, 35% said they got frustrated with those ads because they prevented them from watching their desired content.

Stats like those indicate marketers must be exceptionally careful to create video ads the audience perceives as genuinely valuable and relevant. The placement of a video ad also matters, since the goal is to make any advertising content minimally disruptive. If an ad appears where there’s a natural break in the programming, such as before a presenter discusses a new topic, viewers may be more willing to tune in. More and more marketers are using advanced solutions like Outbrain Smartads Scroll-to-Watch and Click-to-Watch video ads, in which the viewer actively opts-in to watch, and regains control over the online experience they want to have. This directly contrasts with the intrusive and annoying nature of pre-roll video, and brings much better completion rates. 

Characteristics of Video Marketing

The dawn of the age of video advertising has created a paradigm shift for marketers. Video ads now make up over 35% of all ad spending online. Video enables you to say much more with less — to construct a story for your brand that’s engaging and packs a punch.

• They appeal to the short attention spans of today – The digital media landscape is crowded. We’ve all heard that time and time again. The good news is that consumers are way more likely to watch a video than read a block of text or spend 15 seconds considering an image. Video ads consistently see higher engagement rates and time spent than other types of ads.

• They allow you to effectively spark interest in a short amount of time – Video ads can communicate more than a tagline — they can promote a sale, build a story, outline your value proposition, or go deep into details.Importantly, they are incredibly good at driving customer action.
• Building brand awareness through user generated content – Some of the most impressive social followings have been built using user-generated content — it’s a video strategy fosters brand advocates and makes for beautiful, human content. It’s also an excellent way to reach new audiences. Airbnb, Glossier, and GoPro are among the top users of this strategy.

Advantages of Video Marketing

– possibility of communication with an audience;

– very efficient way to tell a brand story;

– possibility to target an audience;

– very high audience reach and attraction of potential buyers;

– comparably low cost of advertising impressions;

– high involvement and clickability.

Disadvantages of Video Marketing

– Customers ignore ads

– Technical viewing problems

– Expensive ad prices

– Consumers get distracted

– Too many options