High Engagement = High Expenses: The Real Scoop On Video Ads

The ever-lasting battle royale between different ad placements seems to narrow around a winner.

In the age of interactive multimedia, video ads have it all: resonating sounds, engaging visuals, and informativity.

Yet, all these benefits come at a cost, both literally and figuratively. Today, let’s dissect the main types of video ads and see if what they offer is really worth it.

Video Ads: Why You Should Care

If you checked ANYTHING on the web today, you’ve probably noticed that video ads are not just another fad; they’re steadily evolving into the cornerstone of effective online marketing. The numbers don’t lie. 

According to a comprehensive report by Statista, the digital video ad spending amounted to $75 billion USD with 3.37 billion viewers all over the world. 

It’s not just about the money; it’s about where the eyeballs are. With users spending more time on video platforms, the potential reach and impact of video ads are unparalleled.

Diving deeper into the significance of this medium, another statistics reveals that 85% of businesses now use video as a marketing tool, showcasing its widespread acceptance among advertisers. 

This isn’t a surprise, given that consumers are 27 times more likely to click on a video ad than a standard banner. That’s not just engagement; that’s deep, meaningful interaction.

But what about recall? It appears to be that viewers retain 95% of a message when they watch it in a video compared to a mere 10% when reading it in text.

This kind of retention can be a game-changer for brands aiming for long-lasting impact.

In a nutshell, video advertising isn’t just the future; it’s the present. If stats are the universal language of conviction, then these figures are screaming a singular truth: in the world of modern advertising, video is king.

Video Ad Placements: What’s Inside The Magic Box?

Ever wondered what a video ad is made of? Say “Hi!” to VAST – a video ad serving template. 

This is a slight modification of a regular ad tag that makes video ad serving possible. The templates differ, but the general mix contains:

  1. Media file + ad creative
  2. Tracking pixels
  3. Video format

As for the types of video ads, there are really plenty of them, from VMAP video sequences to VAST non-linear.

However, the two main types that are usually referred to are in-stream and outstream video ads.

In-stream Video Ads 

Think of these as the ‘movie trailers’ of the digital world. They pop up before, during, or after another video content. Your YouTube pre-rolls? Exactly those.

Out-stream Video Ads

These stand-alone wonders don’t need another video to piggyback on. They’ll haunt you between your favorite blog paragraphs or in a news feed.

Outstreams don’t require a dedicated player, in-streams require a HTML5 video player.

The first can be skipped, the latter can not (at least immediately). Outstreams also can’t be listed on SSPs, while their fresh counterparts can.

Why do you need all this info? Well, aside from technical differences, these have their specific use cases.

For example, in-streams are 100% compatible with CTV, so they’ll be a great placement for a video streaming platform.

On the other hand, outstream video ads can be skipped and work great for websites with editorial content.

The Glitz and Glamour: Advantages Of Video Ads

Now for the reasons why everyone loves these:

1. Spectacular Click-Through Rates (CTR)

With video ads, it’s like having a spotlight on your brand. They’re show-stoppers, often nudging viewers to take the next step.

For instance, their average CTR in mobile apps is 7.5 times higher than banner ads.

2. Converting Narratives

A good video doesn’t just tell a story. It takes viewers on a journey, often leading them to ‘happily ever after’ conversion endings. In short, videos give more creative space to sell your message to the audience.   

3. Enhanced Brand Recall

With the right mix of visuals and acoustics, videos leave an imprint, making sure your brand gets the standing ovation it deserves.

Let’s face it, seeing a moving picture is much more entertaining than a static one.

Behind The Scenes: The Not-So-Glamorous Bits

The overall love towards videos often overshadows the drawbacks and inconsistencies with this type of advertising. The mission of this article is to shed some light on these as well:

1. The Pricey Production Tag

Crafting a masterpiece isn’t easy on the pockets. High-quality videos often demand a premium budget.

Moreover, if you’re not outsourcing, talented videographers, photographers, and editors are required in a team stack.

2. The Waiting Game

Greatness takes time. From brainstorming to the final cut, video production can be a lengthy affair.

The content writer creates a script, the designer draws visuals, the speaker learns and reads a text, and the editor, well, edits.

Depending on the length, the production may take from several days to several months.  

3. “Skip” Button Woe

In-stream ads especially face the risk of the notorious ‘skip.’ Hook your audience fast, or they might just jump ship.

Curtain Close: Are Video Ads The Showstopper?

In the grand theater of digital advertising, video ads have certainly earned their spotlight.

They might come with their set of challenges, but their power to captivate and convert is cinematic gold. 

For brands ready to learn and play their cards right, understanding placements and ensuring their script is engaging from the first frame, video ads are undoubtedly the stars of the show. 

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