How and Why To Use Digital Video Advertising.
Have you clicked on a video on YouTube and been greeted by a video ad? Have you ever been playing a game on your phone and have a video ad play at the end of a round? If you answered yes to either of these questions, you have witnessed digital video advertising firsthand. In the last 15 years, digital video advertising has increasingly more popular.
As the modern world continues its shift into the digital age, advertisers have begun to adapt, as you would be hard pressed to find any successful company that does not heavily utilize digital video advertising. This is not by accident, as several studies have shown that digital video advertising is much more effective at advertising.
History of Advertising
The first online advertisement was sold to AT&T in 1994, and was a massive success for the company(stepofweb). Then, in 2005, a new video sharing platform called YouTube was launched, and gave advertisers a new untouched frontier for their advertisements to roam. Today, “YouTube is considered the most effective video marketing platform by 78.8% of marketers” (Darstaru).
Why Video Ads Are Successful
The success in video advertising is fairly simple, the advertising works because consumer eyes are on digital avenues. Before social media and streaming took over, television was really the only way to advertise digitally, but since 2018, TV subscribers along with TV ad spending have been going down (Darstaru). But just because advertising has largely gone digital, that doesn’t explain why video advertising is more advantages than other means. Here, the reasoning is in the data, as “video ads get 3 times more engagement compared to sponsored image posts” (Motioncue).
As for why video has shown to get more engagement, it is simply because videos allow companies to be more creative, and better separate themselves from other companies, as production value and using celebrities or influencers in videos has shown to lead to success, something that is harder to utlize in picture form.
Conclusion
Digital video advertising is no longer the future, it is the present, staring you right in the face. It is up to you to realize this, and use digital video for what it is, a tool that allows you to deliver your company or brands message in a more impactful and meaningful way than you ever have before. By doing this, you will not only grow your company, but also separate your company from others that are also trying to deliver a message similar to yours.
Bibliography
Video Ads vs. Image Ads: A Multi-Platform Comparison - MotionCue
Evolution of Video Advertising: From TV Commercials to Mobile (creatopy.com)
A Brief History of Video Marketing: From TV Commercials to TikTok Ads (stepofweb.com)