Create A Connection
You don’t have to dig deep to understand why video advertising is becoming the dominant force in the digital marketing universe. With the continued dwindling of attention spans and the increase of mobile devices, utilizing highly visual and engaging content is imperative to stand out from the crowd. Your ability to connect with your target audience through visual content just might form the basis of the relationship between them and your brand.
Video advertising at a basic level is comprised of online display ads that use video instead of or alongside static images. However, in recent times video advertising has become more synonymous with video ads that play before, during, or after a video stream, such as on YouTube or Facebook.
Why Is This Important?
Video advertising has emerged as a prominent trend in digital marketing, with increasing popularity predicted. A recent report by Wyzowl reveals that 87% of businesses use video for marketing, up from 81% in 2018 and 63% in 2017. Engaging and attention-grabbing, videos create emotional connections that static images can’t achieve. Video advertising disrupts the saturated marketplace, offering versatile and entertaining content that 96% of people use to learn about products and services.
This method is preferred by 68% of consumers for learning about products. Impressively, 80% of users can recall a video ad they’ve seen online in the past month. Videos excel at conveying product details, catering to modern consumers who prioritize value perception over traditional sales pitches, making them a compelling choice for effective communication.
Social Media Video Ads
Social media and video are a match made in heaven. GCommerce strategically combines Facebook and Instagram’s targeting capabilities/audience creation with video ads and is able to increase ad engagement. Static social media ads still have a purpose, but video ads not only engage your target audience but also qualify that audience through engagement performance metrics.
For example, Hotel X serves a video ad to people who meet their demographic and geographic criteria on Facebook, but this audience has never been introduced to Hotel X previously. When viewers interact with the video ad, GCommerce creates custom audiences based on that interaction which allows us to then tailor future ads and messaging that viewer is served. This creates a very strong conversion funnel and increases ROAS.
What are programmatic channels? They’re real-time markets created by ad exchanges, where advertisers, publishers and networks can buy and sell video ads and reach their audiences at scale with lower transaction costs and fewer manual processes. Utilizing programmatic gives advertisers the ability to reach targeted audiences at scale.
Programmatic video ad units appear within the body of a page, typically an article or blog, that offers video ad inventory and is available through the ad exchange. You pay when the video loads on the site, which counts as an impression.
TrueView (YouTube) Video
YouTube, as the world’s largest video platform, facilitates meaningful brand-consumer connections. GCommerce employs in-stream pre-roll video ads on YouTube, playing before selected content. Targeting focuses on engaged audiences like channel subscribers and email list users.
In-stream ads display before a video, offering viewers the choice to skip after five seconds. Advertisers are charged when viewers watch at least 30 seconds or engage with the ad. Move beyond static visuals; evoke experiences and emotions to forge lasting connections, increasing both brand loyalty and purchase likelihood.