When you hear the term “internet advertisement,” what comes to mind?
The answer is undoubtedly search ads for the majority of us, and with good reason. They have ruled the advertising market for almost the entire existence of the Internet! However, as more consumers switch from desktop to mobile devices, search ads are already dropping. Despite the fact that mobile ad expenditure increased by 83% between 2013 and 2014, desktop search ad spending only increased by 2.3% over that time, largely because of video adverts.
Mobile and multi-device compatible ad formats are becoming more popular as a result. Despite this, display advertising is expected to experience the fastest growth going forward.
Why display ads are becoming dominated by videos
Video, banner, picture, and resizable ads currently account for around 47.9% of Google’s total ad revenue, despite the fact that the business was slightly late to offer display advertising. In 2015, video ads generated about $7.46 billion. While banner advertisements continue to receive the majority of digital display advertising spending, video advertising is the segment of internet advertising that is expanding the fastest. Why, I hear you ask?
Here are some statistics on how well videos may help brands achieve their goals:
Brand recognition is greatly raised when employing Google Preferred Ads on YouTube, according to data analytics from YouTube.
Increased purchase intent: According to Google’s survey of consumers who viewed a 30-second video, viewers’ average buy intent increased by 19% on average, along with their consideration and favorability levels rose by 45% and 14%, respectively.
Wider audience engagement: According to data, Facebook and YouTube each receive over 8 billion daily video views, and U.S. people spend an average of 5.5 hours per day consuming audio and visual content, according to eMarketer.
These figures demonstrate how difficult it is to ignore video while preparing to engage in internet advertising, particularly on YouTube.
Relevancy is the secret to making your video ads successful.
Video must be engaging in order for viewers to choose to devote 30 seconds, 1 minute, or even 3 minutes of their lives to watching it. The video must be pertinent to the viewer, which is even more crucial. Due to certain advertisers’ failure to make use of custom targeting tools, many YouTube advertisements end up being seen by viewers who have no interest in the product.
Instead of displaying films to everyone on YouTube, you may match them to target audiences. This is important because, if you offer lasagna noodles, targeting broad age and gender categories may not ensure that your advertising are relevant, whereas targeting specific keywords and themes like “lasagna recipes” and “how to cook lasagna” may. Users are likely to skip the video without that relevancy or, if they’re on social media, not watch it at all.
Getting expert assistance
Obtaining expert assistance is sometimes necessary to produce engaging, competent, and professional video advertisements. Your secondary goal is quality, even though your primary objective is to develop an advertisement that raises brand or product awareness without actually forcing your product in the consumer’s face.
Customers want high-quality videos that won’t look out of place on television, which frequently necessitates hiring a professional videographer, advertising agency, or using an online video ad creator to create your videos. The following are some examples of places to look:
e-commerce business Using the services of a media company that specialises in this field is one approach you may take to accomplishing this.
Advertising agency: Working with an advertising agency like In-House Media, MediaCom, or Havas will provide you access to a comprehensive team of experts who are knowledgeable about storytelling, music licencing, demographics, and other fields.
Freelancers: Hire a freelancer if you want to keep your expenses down. Websites like Thumbtack.com, Freelancer.com, VideoPixie, LinkedIn, and Upwork
You now know how to design, target, and plan your video advertisements from scratch. What occurs though when you press the start button? How can you evaluate the efficacy of your advertising? See my advice on the next and final point.
Success evaluation of your video commercials
It’s crucial to start evaluating the effectiveness of your adverts after you’ve finished or even as you’re still finishing them. Here are some techniques for accelerating measurement:
Google in-depth analytics: If you’re distributing your advertising through Google Preferred Ads, you can use the platform’s in-depth analytics to test various videos, video lengths, content categories, and targeting strategies.
Split or A/B testing involves pairing up two or more adverts, putting them all into action, and then directly comparing their conversion rates to one another.
Examining the reasons: It is usually a good idea to attempt and determine why one video is performing better than another or why a particular demographic prefers one video over another.
achievement of specific objectives: You may verify expenses and track ad revenue by measuring conversion, or counting the leads and purchases that come from ad clicks, so that you can better manage your spending.
See? You can monitor the effectiveness of your video ads in a variety of methods, and the greatest part is that doing so will help you improve your advertising strategy.
Conclusion
With good reason, video ads are swiftly rising to the top of the list of online advertising formats. They have a great deal to offer for customers of all ages, have a high potential for return, generate shares if they’re intriguing, and build trust.
Good luck with your video advertising endeavours!
Your opinion of this article? Sign up for our newsletter to receive two more fantastic blogs about customer loyalty and e-commerce marketing each week right in your inbox. Please stay in contact!