Digital video advertising is one of the most common ways of targeting online viewers. Experts believe that video advertising could influence the next decade, which means that it is now an excellent opportunity for marketing experts to know more about it and consider ways to boost their scope and overall campaign effectiveness.
The world of digital video is not static. Experienced marketers realize that they need to remain on top of technological innovations and consider what consumers want and need. These days, video advertisements are almost a fact of life. No matter where the device is located, video ads follow consumers across all platforms. Digital video advertising is intricately associated with the rise and growth of the web.
What is digital video advertising?
Digital video advertising is promotional content that shows content before, after, or after streaming. Some marketing professionals often expand the definition of video advertising to include display ads with video material, such as those that start running when a person puts a mouse cursor over them and native video ads displayed on digital ad networks. Digital video ad formats are associated with creativity and customer engagement across their journey.
It is no wonder, though, that 73 percent of advertisers and 89 percent of marketers are striving to raise brand awareness through digital video advertising campaigns. Digital advertising video is a major focus of the industry as video content is becoming a growing interest for consumers across all platforms. Traditional media is also losing ground to digital video. Digital video ads can help move potential customers through multiple enclosure stages faster than almost any other type of touchpoint.
Why is digital video advertising witnessing a growing prominence?
Marketers may benefit from a wide range of benefits associated with video advertising. Video content catches the attention of users, and as people turn in, brand recognition is on the rise. YouTube recently announced opportunities for marketers to display their "edgy" creator content video ads. There are many other ways that marketers can make compelling video ads that capture the interest of viewers.
In a short time, videos also convey a lot of information. These perks make video advertising the ideal way to tell a story. Marketers can tailor the video for mobile devices. As a starting point, the marketing department will ensure that the video is performed seamlessly on mobile devices and appears fantastic on small screens.
Consumers are likely to spend two minutes viewing a video of a product they are planning to buy. The same idea is effective for services. Watching the business in action will make customers imagine the company delivering the service to them, making them more willing to buy into what you're doing. Since it incorporates audio and visual elements that appeal to multiple senses, video ads perform as well as educational tools. They are especially useful when used for product demonstrations or as How-To guides, as audiences may see how these things work or learn new skills.
Emerging trends of digital video advertising:
Shorter video ads
The abundance of video content nowadays generates an enormous amount of rivalry for marketers. Customers with the ability to see almost anything can only see an ad if it is relevant, grateful, and valuable. As a result, the amount of time people spend viewing advertisements has reduced in nearly any form.
Similar trends are pushing marketers to study brief video advertisements that are designed to hit the skip button and satisfy a limited attention period. Quick bumper advertisements pose a creative challenge to advertisers who need to say a brand story in fewer than 15 seconds. The format calls for effective content that will contribute to an overwhelming emotional reaction from the audience. Creative video editing is also essential, and easy-to-use plugins render editing simpler than ever before.
Mobile users tune in longer
Mobile consumers are more inclined to view long-form video advertisements than those lasting just six seconds. After six seconds of monitoring, 72% of consumers tend to communicate. Plus, they're more committed to the video than they are to the desktop. However, even among mobile users, attention is falling sharply after 22 seconds. This finding suggests that advertisers creating mobile video advertising will be conscious of length based on the type of traffic they want to attract.
Smartphones are now a common accessory among people. Mobile devices accounted for more than 52% of all online traffic worldwide in 2018, and all video marketing figures show continued growth. Marketers are well informed that customers already rely on their phones for news, shopping, and a significant portion of their entertainment. As a consequence, forward-thinking brands have worked to render their websites, advertisements, and even mobile services more user-friendly. Creating this intuitive user interface is crucial at a time when almost half of all electronic transactions are done on smartphones.
Over the top (OTT) is a term used to describe content distributors that distribute streaming media over the Internet. These technologies disrupt traditional broadcast television and have prompted the new generation of viewers to "cut the cord" of satellite and cable services. There are three video-on-demand platforms leading the OTT industry. These involve VOD, Transactional VOD, and Ad-supported VOD.
Marketing across these channels provides comparable advantages to those obtained from traditional internet ads. Unlike traditional commercials, OTT helps advertisers to use targeting, ad insertion, and advanced analytics to create shorter, more targeted advertisements. This enables brands to run full-screen ads tailored to the viewing habits of the entire household. Viewers watching these ads on an OTT streaming device can't skip or install an ad blocker. As a consequence, OTT advertisement prices for content completion are slightly higher than in-browser display advertisements.
The bottom line
The digital video advertising market is a frequently underutilized yet growing industry for effective customer engagement that provides value to other media. Video ads are the ideal eye-catching combination of visuals and narrative — perfect for introducing your brand, showing off individual products, or driving sales.
Free Valuable Insights: Global Digital Video Advertising Market to reach a market size of USD 185.6 billion by 2026
The demand for engaging video content is higher than ever, and viewers are changing their viewing habits to different screens and devices. This creates an opportunity for publishers and marketers to incorporate digital video advertising solutions to their current smartphone and web campaigns as a way to improve customer interaction.