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Whether we realize it or not, videos play a huge role in our daily lives. Social media feeds are full of videos shared by friends and family, famous brands post videos showcasing new products, and even targeted ads pop up while we stream our favorite shows. Everywhere you look, videos are an integral part of the user experience.
The videos are dynamic and engaging, which makes them even more interesting to watch and share with others. A 2020 study found that not only do people share more videos than any other form of content, but that more than 80% of people make purchasing decisions based on a brand's videos.
Advertisers hoping to connect with their audience need video ads. Find out how to use this tactic in 2022, why it's important for advertisers, and how to incorporate video ads more strategically into your digital marketing plan.
Traffic, Channels, and Cost: Basic Video Advertising Statistics
Anyone waiting to see how video performs on the wider Internet has an answer: According to Cisco research, video will drive 82% of Internet traffic this year. Additionally, HubSpot's Marketing Industry Trends study found that 51% of marketers already using short-form video will increase their investment in that format by 2022.
A separate report from HubSpot found that marketers rated social media as the best marketing channel. Knowing this, it's no surprise that eMarketer predicts US social media video ad spending will reach $24.35 billion this year.
Connected television (CTV) figures are equally as impressive. CTV ad spending in the United States has grown from $9.03 billion in 2020 to $14.44 billion in 2021 and is expected to reach $19.1 billion this year. The potential audience for this commercial is substantial: research group Leichtman found that “82% of US TV households have at least one Internet-connected TV”.
Chris Savage, CEO of video marketing company Wistia, predicts that people will want more choices in how they consume content; for example, a story on a news site where you can read, listen to, or watch the same story. Consumers are interested in delivering personalized content, and video ads are a smart way to reach consumers who prefer video to other forms of content.
Which video ad is best for your brand?
The current demand for video and planned media marketing investments mean that there is competition for consumer attention. If video advertising doesn't find a place in your current digital strategy, now is the best time to make a plan.
Advertisers need a deep understanding of their audience and product or service to know which video formats and platforms to use. Some of the most popular social platforms of the last decade have focused on short, "chewable" videos. But just because they're popular with a certain segment of the population doesn't mean they make sense for all brands.
CTV offers a more targeted approach to reach your audience. This component of programmatic marketing can be more easily targeted to your target audience than traditional TV advertising cannot. Videos your team creates for social media can be reused for CTV for a consistent brand message. Using ads across multiple digital platforms also provides better data to inform future video campaigns.
Another factor to consider is the right type of video ad for your business. For example, behind the scenes, educational, and how-to videos can work for an agency or as part of a larger video content marketing plan. Product teasers, product demos, and explainer videos are better suited for more messages related to selling tangible products and services, which is closer to the goal of video advertising.
Get the most out of your video ads with this strategy
Like other components of a digital campaign, video advertising is about connecting with your audience and making it easy for them to engage with your content, products or services. Start by doing the following:
Start with current buyer and audience research.
Video ads require a deep understanding of your audience and a plan to reach them. Use the research you've done to guide the rest of your digital marketing efforts to start developing your video strategy.
Customize messages with trends.
Not all online video challenges match your brand message. Focus on what's popular, but stay true to your product proposition and brand story.
Choose your own video marketing team or agency.
Both options have advantages and disadvantages. It's easier to control messaging and brand style with internal teams, but some teams don't have the bandwidth to handle video production. In such a situation, an agency can be a good solution. Agency specialists can plan shots, brainstorm ideas, create storyboards and write scripts. In addition, they will have adequate shooting equipment and suitable studios.
Enjoy the creativity of your mobile device.
CTV doesn't require a professionally filmed video, and it can be as easy as asking someone in your organization to capture the moment with their cell phone. Only 15% of respondents said videos need to be professionally produced to be impactful. This kind of more authentic creativity is really important, especially when you think about the platforms these videos are distributed on. Explore easy-to-make but effective options that don't require large financial investments.
Optimize your videos for your entire audience.
This goes beyond keyword research and mobile optimization. A recent study found that people were 80% more likely to watch a full video if it had captions. Adding subtitles or captions makes your videos more accessible to everyone, like people with hearing impairments traveling on noisy, crowded trains, or watching videos.
Video ads require additional planning and resources, but businesses with the right strategy can benefit from the extra effort.
Article by Bay Area News Group
News and editorial staff of the Bay Area News Group were not involved in the preparation of this article.
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