You see countless video ads every day. Have you ever thought about what you’re watching and more importantly: why? Let’s take a step back and start with the basics. Here’s an introduction to video ads and what you need to know, now for your business.
What are video ads?
The internet sure loves its vague definitions, but here’s the best description we can give you. Video ads are simply online advertisements (paid placement) that include video within them. The most common video ads are 15-30 seconds in length. They can be embedded on websites, pop-up when you click on something, play before a Youtube video, live in a banner ad, and more. More recently, video ads are taking over social media platforms. You’ll often see video ads while scrolling through Instagram or Facebook. So why are video ads everywhere? Video content simply performs better than other methods. You can deliver a message more effectively via video. How much more effective? One minute of video is equivalent to 1.8 million written words of text in conveying a message. It’s clear why everyone is getting on board the video train.
3 types of video ads
It’s clear what makes a video ad, so let’s talk about the different types. First up is the “native video ad.” A native ad is any paid content that feels natural to a website and doesn’t come off as blatantly advertising. As Instapage describes it, “Native video mimics the other content on the platform and doesn’t interrupt or negatively interfere with user experience. Therefore, it’s more difficult for most web users to identify a native video ad versus an organic video post.” An example of native video ads are those on Facebook or Instagram that look like normal content, however
Next up are in-stream video ads. These are the ads that play before, during or after another video online (aka those annoying commercials you can’t skip on Youtube). These ads are embedded into already existing video content. In-stream video ads are similar to our next type: In-read video ads. These are the pop-up video ads that sometimes autoplay as you scroll through a website (like those ads that scare you when you’re reading the NYT). Unlike in-stream ads, in-read ads don’t need video content to piggyback off and can be placed anywhere. They’re beneficial to websites that have a lot of other content but not a lot of
Both in-stream and in-read video ads are seen as disruptive to the viewer but they are still plaguing the internet. Native video ads are gaining popularity and it’s easy to tell why.
Are they right for your business?
Depending on your marketing plans and abilities, video advertising can be a difficult choice but it’s often the right one. Some industries are investing more into video marketing than others (here are the top eight), but small businesses are quickly following the trend. The world is gravitating toward video advertising so it’s smart to implement it into your marketing strategy.
An article from Search Engine land revealed, “While only seven percent of small local businesses with annual marketing budgets of less than $10,000 used video last year, 12 percent use it this year, an increase of 71 percent.” This is expected to keep rising and companies are planning to continually allocate marketing funds toward video content.
It’s easier than you think to get your video strategy off the ground. With some simple planning and a little dedication, you can craft a successful video strategy for your small business!
Soon enough, Yala will be releasing its video ad maker (Shhh! We haven’t told many people). If you want to become an early adopter, message us and you can be one of the first people to try it!