Why You Should Use Video In Your Digital Ad Strategy

December 23, 2016 mogointeractive

With companies like Forbes publishing articles on how to get rid of cable TV, in favor of smart TVs, streaming, and set-top boxes like Apple TV and Roku, cord-cutting, or the elimination of digital media (cable TV services) in the home is becoming increasingly commonplace.

Recently, traditional media companies like Time Warner, Viacom, Disney, Comcast, AMC, and others, have seen stocks fall by as much as 11.4% as their stocks were sold off in a reactionary flurry from investors.

With cord-cutting becoming the new reality, it’s critical that you’re able to continue to reach your audiences for marketing using other methods than traditional media. Video ads, which are more engaging than traditional TV media buys, are a sound alternative. Because video ads are digital ads, they allow for more advanced targeting and reporting than typical TV buys.

The granular targeting allowed by digital video ad units result in better ROI and are most cost-effective than traditional media ads. Instead of marketing to the masses to deliver your messages to a small few, video ads allow you to only reach the audience that matters to you and your organization. Below are some common types of video ads, definitions, and use cases for each type.

In-stream Video
In-stream video is any type of video ad that plays inside of another video unit. In-stream video ads are categorized into two types: Linear (an ad that plays before or after another video), and non-linear (running at the same time as the original video content).

Pre-roll Video
Pre-roll video ads are one of the most common types of in-stream video. Normally ranging from 15-30 seconds, pre-roll video ads are so named because they precede a piece of normal video content. They tend to “overtake” the full video player space. This means that the viewer is required to complete watching the ad before they can view the other video.

On-Page Video
Sometimes called “in banner” video, these video ads would run in any of the standard web banner spaces a normal digital ad could run online. They sometimes have the capability to expand if clicked.

Facebook Video
Facebook video advertising is specific to Facebook and only runs on Facebook. However, Facebook is quickly becoming a match for YouTube when it comes to competitive online video viewing environments.

Should You Use Video In Your Ad Strategy? 
How do you know if the use of video ads is a good fit for your marketing goals? Your decision should be based on your goals, objectives, and budget.

Regardless of what type of video advertising you choose to utilize, it’s clear from buyer and other online behaviors and digital marketing trends that you should be utilizing video as one of your digital campaign elements:

1.Video ads get more engagement

Video ads are more attention-grabbing than static web banner ads and are also more engaging than traditional TV advertisements. In general, online videos can increase user engagement, even if they are not video advertisements. Videos tend to naturally increase the amount of time the user spends on a page. The longer someone is on a page, for your site, the more likely they are to engage with a second page or take a second action on your site. Additionally, many people prefer watching a quick video to reading text. Finally, videos tend to encourage sharing and website visitation. This has a lot to do with the mobile appeal of video – see number 3 below.

2. Video ads are measurable

Video advertising combines the motion and sound elements of TV ads with all the measurement benefits of digital advertising. Globally, marketers are shifting mass amounts of their traditional media budgets to online video, because they are able to calculate a more accurate ROI than they are able to do with TV buys. Digitally-savvy brands and organizations are looking for ways to incorporate different types of videos into their digital strategies, and tracking conversions and revenue.

3. Video + mobile = a winning strategy

According to YouTube, mobile makes up about 40% of all watchtime on their site, and in the U.S., 60% of all time spent online is spent on mobile devices. here is also a growing percentage of people who are “mobile only,” meaning they only access the internet on mobile devices (tablets or mobile phones) and not on desktop. In other words, people are watching mobile video.

Figures from Google state that mobile video ad viewers are almost one and a half times more likely to watch a video than a desktop viewer.

Video ads are a sound alternative to traditional TV. They are more targeted, more measurable, and more engaging – and they will enhance your mobile strategy.