Video marketing is becoming exponentially more and more important for businesses large and small. Video advertising is one of the most familiar ways to reach online audiences. Yes, video is always the king. By 2026, Global video ad spend is predicted to reach over $295 billion, and the most (over $227 billion) will be spent on mobile video ads.
There is no better time than now to learn more about video advertising, how it is changing, the latest trends, and how to grow reach and engagement.
Let’s delve into some of the information of digital video advertising:
What Is Digital Video Advertising
Digital video advertising involves delivering promotional video content to a target audience utilising different online channels. In other words, distributing your video ads over different web content.
Why Does It Work?
The best way to answer this question is to take a look at the alternatives. The most used digital ad types out there are traditional display ads, like banner ads. This advertising process has proven somewhat ineffective over the years because display ads have low clickthrough rates. Nowadays this is actually the case when an average person’s attention span is lower than ever. This is why marketers are required to find new methods of engaging and attracting their audience and this is where video ads come into play.
Why Should You Include Digital Video Advertising in Your Marketing plan?
For marketers luckily, there are a lot more benefits to video ads than just advertising effectiveness. These are some other benefits of using video advertising in your marketing campaign:
Videos help in engaging your audience —
Because of our active nature, videos are a little more engaging to viewers than traditional display ads. Now, if you are having a second thought about trying video marketing, remember that 54% of consumers expressed the passion to see more videos from brands. That just shows how much viewers like video.
Videos are very flexible —
One of the best advantages of videos is that they are flexible, which means there are many different kinds of videos appropriate for various needs. If you are looking to build awareness and brand trust, try making an explainer video! The possibilities here are almost endless.
Videos are sharable —
One among the most crucial benefits of video is that users love to share it. Not only is that a direct benefit over display advertising but having a powerful social presence is important for any business in today’s digital world.
Categorization by ad unit.
This may seem difficult at first look, but if one learns a bit deeper, it becomes understandable that such a structure is sharp and easy to catch.
There are linear and nonlinear video ads. Just like it works on a TV, linear ads are positioned right between video content. It can be a part of a pre-roll ad campaign, which conveys that an ad will be shown before video content. There can also be a mid- or post-roll ad, which is located during or after streaming the video content.
Nonlinear ads are served altogether with the video content – ideally, these must not disturb the user experience and might work more as an invitation for more engagement. Both kinds can be served with “companion ads” that are displayed outside the video player.
There are in-stream and out-stream digital video ads. More like linear ads, in-stream ads are shown before, within or after streaming the video. Out-stream ads often take place within pages aiming on other kinds of content, like news, blog posts.
How digital video ads work:
Now let’s dive into how digital video advertising works powered by programmatic algorithms. There are few possible variations to the method, but the usual mechanism of displaying a video ad looks like this:
Step#1: A user goes to a website page. The ad tags in a video player send requests to an ad server to deliver the ad.
Step#2: Based on the type of deal, an ad server either recovers an ad directly (non-RTB) or waits for an RTB auction to organise the sale and determine which targeted ad must be served to this user.
Step#3. An ad server counts an impression and sends the link to the video ad, which is often hosted within a content delivery network.
Step#4. A video player receives the video file from the content delivery network and exhibits it to the user.
As you can see, the method is quite simple, and precisely the demand-side platform makes video ads serving a matter of milliseconds.
Digital video advertising is a very unique and fast-growing sector that offers many promotion opportunities for all types of businesses. With the growth and adoption of 5G and high-quality devices, it is now the best time to get in and experiment with digital video ads. An excellent way to do this is to embrace programmatic advertising and digital video ads.
