The 1978 pop hit informed us that video did indeed kill the radio star. And today, it is killing its advertising competition in a myriad of ways. If you haven’t already noticed, we are in the middle of an attention-driven economy. With so much content available at all hours, and on multiple devices, I am developing the attention span of that crazy-eyed squirrel from the Ice Age movies. Video ads are the only thing that is keeping me engaged when scrolling through my various feeds.
This brings us to today’s topic, Video Advertising: What’s Up With That?
What is it and why is it so great?
Video advertising marries the motion and audio from TV advertising with the precision and measurability from digital marketing. According to a 2015 survey from BrightRoll, 72 percent of ad agencies say online video advertising is as effective, if not more effective, than television. In fact, US programmatic digital video ad spending reached $2.91 billion in 2015, accounting for 39% of 2015’s total US digital video ad spend, according to eMarketer estimates.
Does one size fit all?
Nope! Video comes in a variety of shapes and sizes. The most common types of ads are linear ads, commonly called pre-, mid- and post-roll ads. They are termed “linear” because they run in-line with the content of the video, either before the video, in the middle of the video, or after the video. These ads take over the full video player space. Linear ads can also include an interactive takeover that gives the viewer the option of which ad to watch, or when to watch it. Linear ads are typically either 15- or 30-second spots and aspect ratios vary between 4:3 standard or 16:9 widescreen (the latter being more common nowadays).
Another type is in-banner video ads. These are ads that appear within a standard IAB banner size (typically a 300×250, 728×90, or 160×600 sized banner). This gives advertisers lots of flexibility as it enables them to deliver video on almost any site. Animation time is typically 15 to 30 seconds at which point users then have the ability to replay the video.
Longform video is defined by the IAB as videos that have a linear content arc with a beginning, middle and end. Typically a longform video is over 10 minutes in length. Longform provides its audience with much richer story as compared to the bite-sized length of those previously mentioned. Like with shortform content, when longform videos are ad supported, they contain a pre and/or post-roll video ad. However longform content will also typically include mid-roll ad breaks intermittently across videos to break up content.
Video ads also come in native form. Native video matches the look and feel of the experience they live within. You have probably noticed through Instagram scrolling that lots of “sponsored” videos pop up in the feed. It functions just like natural content on the page so as to not disrupt the users experience. Publishers like New York Times, USA Today, and Forbes have all been quick to launch sponsored native content as well as media companies like Buzzfeed and Slate.
How are brands using video ads?
At Magnetic, we see clients utilizing video capabilities across a wide range of verticals. A leading finance client used pre-roll video to drive conversions (new and approved credit cards), a leading automotive dealer drove (no pun intended) video conversions on social mediums like Facebook, and long-form video was effective at driving engagement for a alcohol brand.
Layering in things like search retargeting, Magnetic can use keywords to drive the campaign goal – where unbranded keywords help to drive larger audiences further up the funnel for awareness, our financial client who was looking to zone in on a very specific audience might want to add more “intent focused” keywords that include mostly competitive and branded terms. Here are some stats on our winning video campaigns:
Magnetic has massive amounts of in-market intent data, and purchase and device behaviors that help build awesome video campaigns for our clients. Download our ebook to learn about the data-driven video opportunities that you can utilize right now, including pre-roll, social, native, and longform branded promotions.
Magnetic is a digital marketing and artificial intelligence company. We use machine learning and AI to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of 320 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant and profitable campaigns for our clients.