Not long ago, digital advertising consisted of text ads and little else. Of course, things have changed dramatically in recent years, and we have reached a point where video ads are now commonplace. If you are tasked with growing the online presence of a brand, it is nearly certain that you’ll need to use video ads as part of your overall strategy.
Why Video Ads
Before we take a closer look at the three major platforms for your video ads, we’d like to quickly highlight some of the main benefits of video ads. This form of paid media offers plenty of upsides when used properly.
- YouTube has more than a billion users – and those users watch over 500 million hours of video every day!
- An estimated 85% of US internet users watches videos.
- Video is seen as a medium which offers high ROI.
- Video generates far more social shares than text or images.
- Nearly half of users who view a video ad act after that ad is complete.
There are many ways to look at the data, but it all points to the same thing – video ads are huge business, and you would be making a mistake to sit on the sidelines. With it being easier than ever before to produce videos and upload them to the web, there is very little standing between you and a successful video ad campaign.
The Three Major Players
When you start to make a plan for how you are going to promote your brand using video, there are three specific platforms you will want to consider – YouTube, Facebook, and Instagram. Quite obviously, each of these three has tremendous reach, and each can help you target a specific type of audience.
Are there other places where you can display video ads? Of course – the web is a big place, and the options are nearly limitless. However, thanks to the size and efficiency of these platforms, they are a great place to start. Let’s take a closer look at each of these three platforms.
YouTube Video
YouTube is all about video. This is a platform that was created with the distribution of video in mind, and you can find videos on just about any topic when you spend time on the site. Not only can you upload videos directly to your channel and try to grow your following, but you can also create ads which you can pay to display on other channels.
For advertisers on a tight budget, or for those who are just getting started and want to explore what YouTube advertising can do, the TrueView ads are a great option. Since you’ll only have to pay when viewers actually interact with your ads (depending on the exact type of ad you run), you can tightly control your budget and learn about your audience along the way.
The great thing about YouTube video ads is the fact that the audience is already engaged and prepared to watch video. They probably have the sound up on their computer or mobile device, and they are likely to be receptive to the idea of watching your content. That might not always be the case on other platforms, so YouTube offers a big advantage in this way.
Facebook Video
If you are like most people, you have already used Facebook today. Using the Facebook platform has become a way of life for many individuals, and it has powerful marketing capabilities for businesses, as well. Once you decide to jump into the video ad game, you’ll need to take a close look at running some Facebook ads as part of your campaign.
As you would expect from a full-featured platform like Facebook, you’ll be able to easily customize your ad campaigns to suit your needs. You can target a very specific demographic or cast a wide net, depending on your plans and budget. You can also start small to test the waters before expanding your reach and growing your spend.
Something interesting to consider with Facebook ads – which stands in contrast to YouTube ads – is the fact that many users may not have their volume up when on Facebook. Reading status updates and news stories doesn’t require volume, so you can’t assume video viewers will be able to hear your audio. Keep this in mind when designing videos and make sure they provide value even if they are not heard.
Instagram Video
As a platform, Instagram is known first and foremost as a place for your pictures to land. With that said, video ads are growing quickly on Instagram, and you should consider attempting to connect with your audience here, as well.
Standard video ads on Instagram can run between 3 and 60 seconds, along with room for 2,200 characters. You will also have the option of turning video into “carousel” ads, which provide space for as many as five ads to be placed side by side. This is an appealing choice if you want to tell a story that is not going to be completed in just one ad.
Perhaps the biggest advantage of running ads on Instagram is the fact that they don’t tend to feel like ads at all. Your audience is likely to have a more positive reaction if they don’t feel like they are being forced to watch an ad – create a video which is genuinely entertaining and adds value to your target audience’s Instagram experience.
Start Building Your Video Ad Strategy Today
It’s never a good idea to stand still in the highly-competitive world of digital advertising. Even if you have a plan that has worked nicely for you previously, there is no guarantee that such a plan will continue to perform moving forward. Staying on the cutting edge is essential, and for most brands, that is going to mean dipping into the world of video advertising. If you need help getting started in the video ad landscape contact us today to speak with one of our ad experts!