Video marketing has emerged as one of the most important ways in which you can engage with your audience.
As our attention spans are decreasing because we have so much information at our fingertips, we need to be able to digest a lot of information quickly. Video provides a way to do this.
In this article, we’re going to look at two types of video marketing – in-banner video and in-stream video. You’ll learn:
● What in banner videos ads are
● What in stream video ads are
● What one works best
Before we do that though, let’s have a look at what impact video marketing has.
What is the video marketing landscape like?
Video marketing is important. 92% of marketers have stated that video plays a vital role in their overall marketing strategy.
If we get a little deeper into the statistics we’ll see why this number is so high. A further 88% of marketers have found that video offers a positive ROI on their advertising campaigns. The key goal of any campaign is to have a positive return on investment (ROI) as this means you have made more money than you have spent.
Around 90% of consumers have admitted that watching a video of a product or service heavily influences their decision to make a purchase and they put research into looking at videos online.
So, you can already see from these statistics that video marketing is huge. That isn’t to say that you need to completely abandon your other forms of reaching out to new customers but if you aren’t focusing on video then you really need to reevaluate your strategy.
Let’s look at two forms of video advertising – in banner ads and instream video ads.
What are in banner video ads?
Do you remember – and you still see these about on some websites – banner ads? They are placed in prominent positions on websites and catch your eye with colorful designs.
Well, in banner video ads are pretty much the same. Rather than an image with static text, it contains a video. You don’t see this type of advertisement around as much as instream videos because it is still a relatively new way of incorporating video into your ad strategy.
The positive thing about this type of video marketing is that you aren’t constrained by video length as the video itself can be as long as you want it to be. That being said, there is a 500mb file size limit and it is better to be concise as not many people will want to watch a 10-minute low-quality video ad.
Another benefit to using in banner ads is that they are non-intrusive so they don’t pop up or block any content and they work on a PPC (pay per click) advertising model. Generally, this type of video marketing is better for raising awareness.
What are instream video ads?
You’ll have come across this type of video ad many times especially if you watch YouTube videos.
Instream videos are skippable ads that appear before, during or after another video that you are streaming. They are seen as more intrusive than in banner ads because they interrupt your viewing and while some can be skipped (usually after 5 seconds or so), many of them can’t and you need to watch the whole ad.
While 15 seconds is considered the optimal limit for this type of ad format, some go on longer and even at 15 seconds if it is unskippable then it can put people off. If you are going to use this type of ad format then you really need it to be effective, engaging and captivate your audience right away.
These are also two types – linear and nonlinear. Linear Ads that interrupt your viewing and Non-linear Ads which run alongside the video that you are playing. The Linear Ads can be further broken down into three parts:
● Pre roll – these ads run before your content has loaded
● Mid roll – these are played in the middle of your content and are like a commercial break
● Post roll – these ads play when the content you are watching has finished for example if you are waiting on the next video on a playlist
What works best?
In-stream videos ads are the most popular format.
Because we are watching more videos online, they offer the opportunity to reach out to a wider audience. Research has shown that running in-stream linear mid-roll ads provide the most engagement and have the biggest impact as they aren’t obstructing the start of the content and the viewing is likely to sit through the ad so that they can view the rest of their video.
In banner ads have their place as well and this market is still an emerging one so while they aren’t as popular at the minute, there is a chance that you can break into this type of advertising.
As with all kinds of marketing, what you decide to choose will depend on the audience you are trying to reach and what kind of budget you have.