Video advertising has come a long way since the days of TV commercials. In fact, eMarketer has video advertising (specifically programmatically) reaching ~$63B in 2022, a 21% increase YoY, which shows that marketers and brands are investing heavily in video as a great and useful channel within their marketing strategies. Below, we examine why video advertising has taken off and why it should be included as part of a brand’s marketing strategy.
Branding
- Short form videos engage users and make them want to learn more about your brand. Because attention spans are harder to maintain with the advent of social media, these shorter form videos are able to deliver a concise message to those users they are trying to attract to their products.
Variety of ad slots and formats
- Video placements on sites have evolved tremendously. There are a wide range of SSPs to choose from that offer unique opportunities to utilize videos in ad slots other than traditional display ad slots.
- For example, there are sticky video ads that remain at the bottom of the page while a user scrolls, along with full-page expandable video ads and video ad units that users can interact with, including the shoppable Yieldmo Megashopper.
- This makes for a more controllable experience by the user, one in which they can choose to view the video or navigate away from it. Given the choice, users can now decide how they want their experience to be, instead of being forced to watch a video before their chosen content.
Bidding is not “one size fits all”
- Marketers can apply bid factors to inventory that meets the criteria of where they want to serve: skippable vs. non-skippable, pre-, mid- and post-roll options, player size (small, medium, large, etc.), viewability, mutable vs. auto-play sound. This allows marketers to really hone in on what works for their initiatives and make smart bidding decisions along the way.
Click-based activity
- CTV is one of the newer ways to engage in video advertising, it’s also the fastest growing segment. One of the drawbacks, however, is that CTV does not track clicks – in this way, only view-through based conversion data can be recorded.
- Online video (OLV) can track both impressions and clicks, and therefore can track click-based conversions and click-based metrics such as CPC or CTR.
Make sure to add online video advertising to your brand’s marketing strategy – find out how Ventura Growth can help empower brands on the world’s leading advertising platforms.
