Human beings are visual learners, our brains wired to select for images and videos over audio and text. Just five seconds of video can convey more information than any banner or article, and studies show that retention rates for video are almost 10x higher than written words. This is why video advertising is so effective – the ability to increase brand awareness, attract customers, and boost sales in a quick, cost-effective manner.
The landscape of online video advertising spans multiple devices and is continually evolving: tv viewers of the past are cutting cords and accessing programming online; search engines are connecting eager audiences with relevant ads, and social media’s algorithms rank higher for video than any other form of content. From in-stream to display to social, online video advertising offers a plethora of opportunities for brands looking to raise awareness and broaden the sales funnel.
Display Video Advertising
Advanced audience targeting allows brands to position themselves in front of motivated consumers, building trust and driving conversions. For instance, a user may visit a website to read about designer shoes and experience a targeted auto-play video from a shoe retailer that reinforces the brand or sells a specific product. This is a prime example of the efficiency of online advertising, paired with the effectiveness of video, combining to reach key audience segments.
In-Stream Video Advertising
For 2018, eMarketer projects that cord-cutters and “cord-nevers” will represent around 20% of the U.S. population, and more than half of all television viewers will access programming online. In-stream video ads display content within a video player – such as Hulu, Roku, ABC, NBC, CBS – either before or during programmed video content. Targeting can be focused down to the city, street, household, or even square-foot level, and guaranteed impressions means that waste is eliminated.
Social Media Video Advertising
Gone are the days of black and white, text-based social media networks: a scroll through any Facebook, Instagram, or Twitter feed reveals a stream of viral, trending videos sandwiched between video ads. Social platforms collect rich data on their users, which allows advertisers to tailor videos to user interests and target demographics. Sponsored videos are well integrated within the content users interact with and they are equipped with additional features that allow users to share, like, and discuss.