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Whether you know it or not, video plays an important role in our daily lives. Social media is full of videos shared by friends and family, popular brands post videos showcasing new products, and targeted ads appear on our favorite shows. Video is an integral part of the user experience everywhere you look.
The video is dynamic and engaging, which makes it more appealing to watch and share. A 2020 study found that not only do people share videos more often than other types of content, but over 80% of people make purchasing decisions based on video branding.
Advertisers who want to meaningfully interact with their audience need video advertising. Learn how this tactic will be used in 2022, why it matters to advertisers, and how to incorporate more strategic video advertising into your digital marketing plan.
Traffic, waves and costs. Basic video ad stats
Anyone who wants to see how video performs on the web knows the answer. Cisco research shows that video will account for 82% of Internet traffic this year. Additionally, HubSpot's Marketing Industry Trends Study found that 51% of marketers using short videos will increase their investment in this format by 2022.
According to a separate report from HubSpot, marketers rate social media as the best marketing channel. Knowing this, it's no surprise that eMarketer estimates that US social media advertising spending will hit $24.35 billion this year.
Equally impressive figures for connected television (CTV). CTV's advertising spending in the United States has grown from $9.03 billion in 2020 to $14.44 billion in 2021 and is expected to reach $19.1 billion this year. The audience for this ad is significant. According to the Leichman Research Group, “82% of households with televisions in the United States have at least one television connected to the Internet”.
Chris Savage of video marketing company Vista predicts people will want more options in how they consume content. For example, a story on a news website with the ability to read, listen, or watch the same information. Consumers want personalized content delivery, and video advertising is a smart way to reach consumers who only prefer video over other types of content.
Which video ad is best for your brand?
The current demand for video, combined with the marketing investments expected for Wednesday, tells us that there is competition for users' attention. If video advertising doesn't fit your current digital strategy, now is the time to come up with a plan.
To know which video formats and platforms to use, advertisers must have a deep understanding of their audience and the products or services they offer. Over the past decade, some of the most popular social platforms have focused on short, easy-to-digest videos. But just because they're popular among certain segments of society doesn't mean they're suitable for all brands.
CTV offers a more targeted approach to reaching your audience. This element of programmatic marketing makes it easier to target your target audience, which traditional television advertising cannot achieve. Videos created by your team for social media can be repurposed to communicate a cohesive brand message for CTV. Using ads across multiple digital platforms will provide better insights for future video campaigns.
Another thing to consider is what type of video ad is right for your business. For example, educational and behind-the-scenes training videos can be produced for an agency or as part of a larger video content marketing plan. Product reminders, product demonstrations, and explainer videos are best for specific messages about selling physical products and services, which are closer to the goal of video advertising.
Improve your video ad performance with these strategies.
Like other elements of a digital campaign, video ads are designed to connect with your audience and engage them with your content, product or service. Let's start with:
Start with existing buyer personas and audience research.
Video advertising requires a deep understanding of your audience and a plan to reach them. Use the research you've already done on the rest of your digital marketing efforts to develop your video strategy.
Get your message across by staying on top of trends.
Not all online video challenges match your brand message. Pay attention to what's popular, but stick to the product offering and brand story.
Choose an in-house team or a video marketing agency.
Both options have advantages and disadvantages. It's easy to manage messaging and branding with an in-house team, but some teams don't have the bandwidth to handle video production. In such cases, an agency can be a good solution. Agency professionals can prepare shooting schedules, generate ideas, create stories, and write scripts. In addition, they will have adequate filming equipment and a suitable studio.
Enjoy innovation on your mobile device.
You don't need to film professionally for CTV, just have someone in your company capture those moments on your phone. Only 15% of respondents say a video needs to be shot by a professional to make a good impression. This more precise creation goes a long way, especially considering the platform these videos are hosted on. Discover effective options that are easy to produce, but do not require large financial investments.
Promote your video to all viewers.
It goes beyond keyword research and optimization for mobile users. A recent study found that people are 80% more likely to watch a full video if it's closed. Adding subtitles or closed captions makes your video accessible to everyone, whether they are hard of hearing or watching the video on a noisy train.
Video advertising requires additional planning and resources, but businesses with the right strategy can benefit from the extra effort.
Article: Bay Area News Group The Bay Area News and Editorial Group did not contribute to this article.
