What Is Video Advertising? A Guide to Getting Started

What Is Video Advertising? A Guide to Getting Started


What Is Video Promoting?

Video promoting is selling and promoting a services or products utilizing movies. In contrast to nonetheless photographs or textual content, movies convey concepts, tales, and merchandise to life. That’s what makes them so participating.

Video adverts simplify ideas, seize consideration, and persuade individuals to behave. They mix visuals, audio, and movement. When achieved proper, they ship your message in a means that sticks.

You may run video adverts on platforms comparable to YouTube or Vimeo. Like this one earlier than a Refinery29 video:

Monday's video ad on YouTube

Or on social media channels like Fb, Instagram, Snapchat, TikTok, and so on:

Instagram video ad example from "@loropiana"

Or on web sites:

A video on the Elle's landing page

As you may see, video adverts are available many sizes and shapes. They will take loads of planning to provide, however they’re price it for the returns.

Tip: Too many advert campaigns to handle? Use Semrush’s PPC Advertising Toolkit to plan, handle, and optimize your digital promoting campaigns with ease.

Understanding Video Promoting in Digital Advertising and marketing

Video promoting is a vital a part of digital advertising and marketing. Brief, informative movies selling merchandise can play earlier than, throughout, or after the primary video a consumer is watching. 

They will additionally seem on an organization’s web site and social media feeds or in programmatic promoting.

The COVID-19 pandemic accelerated video promoting’s use. Nielsen reported on-line media consumption in the USA elevated 215% within the first month of lockdown. 

That pattern continues, as customers now watch 17 hours of on-line video content material per week in line with Wyzowl

Gross sales and advertising and marketing professionals additionally found the ability of this format: 47% of them created greater than 51 movies final yr, in line with Vidyard.

So what makes video promoting such a strong software? Let’s discover out.

4 Key Advantages of Digital Video Promoting

Our latest State of Content Marketing report revealed video content material outperforms all different codecs by a large margin. Particularly, 70% extra natural visitors went to articles with no less than one video in them. 

An infographic summarizing results for "Which content format performs best?" from the State of Content Marketing report

Let’s have a look at what makes video promoting highly effective and the go-to selection for entrepreneurs:

1. Extremely Partaking

Capturing your viewers’s consideration is essential within the noisy world of digital advertising and marketing.

And video adverts do it higher than some other online ad.

No surprise 92% of marketers say video provides them an excellent return on their funding.

They’re participating as a result of they don’t simply inform—they present. And so they do it in a means that sticks.

Achieved proper, this instantaneous engagement units them aside, making individuals extra more likely to keep in mind and have interaction together with your content material.

Check out this participating advert by Notion:

Notion's ad starts with “So this just happened” message

The advert opens with a hook: “So this simply occurred.” Like a film plot twist, it grabs your consideration. 

The advert then exhibits how Notion helps with being pregnant planning, paternity depart, and group, proving its real-life relevance.

"Nursery Inspiration" section from the Notion's ad

In simply 15 seconds, it delivers the core message successfully with out pointless filler.

2. Larger Conversion Charges

This yr, 89% of individuals mentioned watching a video satisfied them to purchase a services or products.

Wyzowl's graph showing results for "people convinced to buy product/service by watching video"

Picture Supply: Wyzowl

That’s what you name a conversion powerhouse.

Let’s say you need a new smartphone and land on a product web page with a listing of options. It’s informative, but it surely doesn’t excite you. Now image the identical web page with a video demonstrating the options.

Immediately that “Purchase Now” button turns into irresistible.

Video advertising and marketing makes your viewers really feel like they’re already benefiting out of your services or products. By exhibiting them a brand new product to attempt or a tropical vacation spot to go to, you’re whetting their urge for food to see it for themselves. That makes it simpler to influence them to behave and enhance conversion charges.

United Airlines’ success story is proof. 

They made a 15-second brief video exhibiting lovely vacation spots. The advert ended with a name to motion directing customers to its web site.

United Airlines’ video intro with "Every great journey begins with an inspired choice" message

The end result?

After watching the video, 17,000 individuals booked flights. And right here’s the kicker: 52% of the individuals who determined to guide their flights did it by clicking proper from the advert on YouTube.

3. Emotional Connection

Think about this: you watch a video, and it leaves you with a heat feeling, a smile in your face, or possibly even a tear in your eye.

That’s the magic of storytelling in video promoting. It’s not nearly watching. It’s about feeling.

Promoting with video has the distinctive energy to attach together with your viewers on a deep, emotional stage. It’s like a bond between you and the model that lasts lengthy after the video ends. 

Why does it matter?

Emotional connections result in model loyalty. When your viewers feels a real bond together with your model, they’re extra seemingly to decide on you over the competitors. They might even champion your model.

4. Simply Shareable

Movies are essentially the most shareable kind of content material, with 51% of individuals extra more likely to share movies with their buddies.

A graph from Wyzowl showing content types that people like to share most

Picture Supply: Wyzowl

That issues lots in at present’s digital world.

As a result of when individuals share your video, it reaches far past your preliminary viewers with no extra effort from you.

Sharing boosts your model’s visibility, drives extra visitors, and expands your attain in methods different types of content material can’t match.

Dove’s “Real Beauty Sketches” video advert marketing campaign is a traditional instance of a viral video:

Dove’s “Real Beauty Sketches” video ad preview

This advert connects with viewers emotionally. It makes individuals take into consideration how they see themselves and the way society sees magnificence.

Due to the emotional affect and relatability of the advert, it turned essentially the most shared video advert in over a yr, with over four million shares throughout platforms when the corporate posted it in 2013.

What Are the Kinds of Video Advertisements?

The video advert format you select will depend on what you wish to obtain, who you wish to attain, and the story you wish to inform.

The correct advert format could make all of the distinction––it ensures your message hits the mark together with your target audience. And that you just get sturdy outcomes.

Let’s have a look at the important thing video advert sorts that will help you select what works finest in your wants.

In-Stream Advertisements

In-stream adverts play whereas watching a video. They present up earlier than (pre-roll), throughout (mid-roll), or after (post-roll) movies.

This advert kind is accessible on YouTube, Fb, and Google video accomplice apps. Relying on the platform, in-stream adverts might be 5 to 30 seconds lengthy with the choice to be skippable or non-skippable.

Right here’s an instance of a skippable pre-roll in-stream advert that appeared earlier than a YouTube video. Viewers can click on “skip advert” after about 5 seconds of runtime in the event that they don’t wish to watch it.

An example of skippable in-stream ad for "Wegmans App" on YouTube

For unskippable adverts, viewers see the “Your video will start in…” countdown.

An example of an unskippable ad on YouTube

You may add interactive options like call-to-action buttons, web site hyperlinks, and product feeds to your in-stream adverts to get individuals to take a selected motion and have interaction together with your model past simply watching the video.

Outstream Advertisements

Outstream adverts seem outdoors of the video-watching expertise. They seem inside articles, weblog posts, or different content material belongings.

These adverts seem as banner adverts or begin taking part in when the viewer scrolls all the way down to them on a webpage. They normally start with out sound, however viewers can flip the sound on with a click on.

Individuals can typically pause or shut outstream adverts in the event that they want to proceed studying the primary content material undistracted.

Right here’s an instance of an outstream advert for Emirates on CNN’s web site:

An outstream ad for Emirates on CNN’s website

Like in-stream adverts, outstream adverts embody interactive components like clickable call-to-action buttons or hyperlinks. These components encourage viewers to take instant motion, comparable to visiting an internet site or making a purchase order.

Bumper Advertisements

Bumper adverts are as much as six seconds lengthy and the viewer can’t skip them. They play earlier than, throughout, or after movies on streaming providers or websites like YouTube.

Their brief, unskippable format retains viewers engaged from begin to end.

Bumper adverts reinforce model messages or introduce brief, centered promotions in a marketing campaign.

Right here’s an instance by Krispy Kreme:

Krispy Kreme's bumper ad on YouTube

Viewers get a fast and tempting glimpse of the unique glazed donuts. The advert wastes no time and instantly exhibits what makes Krispy Kreme particular––its scrumptious, freshly made donuts.

Utilizing a bumper advert format doesn’t overwhelm viewers with data or a prolonged storyline. As an alternative it creates a yearning for Krispy Kreme’s signature donuts.

Native Advertisements

Native ads mix into the content material surrounding them, making them seem like a pure a part of the platform internet hosting them.

They feel and appear like they belong there. This makes the consumer expertise smoother and extra gratifying.

Right here’s an instance of a local video advert on Fb. Discover how nicely it blends into the Fb feed––it appears to be like like some other put up. The one component that units it aside is the “sponsored” tag.

Semrush's native video ad on Facebook

Equally, right here’s a local show advert on USA At the moment that merges with the model of the information web site.

A native display ad on USA Today

Native adverts have a singular benefit: They don’t resemble conventional adverts. This key characteristic units them aside and makes them extremely efficient.

When individuals come throughout native adverts, they don’t really feel like gross sales pitches are bombarding them. As an alternative, they see content material that aligns with their pursuits and the platform’s context. This non-disruptive strategy improves consumer engagement and belief.

The right way to Create Efficient On-line Video Advertisements

Video promoting is a strong software. But when your movies don’t have interaction and persuade individuals, it wastes cash.

That’s the place a well-thought-out on-line video promoting technique and artistic execution are available.

Let’s have a look at seven finest practices for creating video adverts that work:

1. Seize Consideration within the First 3 Seconds

The primary three seconds are make or break. Fb found 65% of people that watch the primary three seconds of a video will look ahead to no less than 10 seconds and 45% proceed anticipating 30 seconds. 

Why do these three seconds matter a lot?

Consideration spans are shrinking. Content material, commercials, and distractions bombard individuals. So, you solely have three seconds to seize the viewer’s consideration and hold them from scrolling or clicking the “skip advert” button.

So begin your video with a bang––one thing that immediately piques your viewers’s curiosity, presents a sneak peek of what’s to return, or presents an issue they wish to remedy.

Take a look at this video advert by Shopify:

Shopify's video ad begins with “Ready for the best-converting checkout on the web?” message

The advert begins with a direct and interesting query, “Prepared for the best-converting checkout on the internet?”

Shopify designed this query to seize consideration as a result of it talks about making the web procuring course of higher. It’s one thing many on-line companies wrestle with––getting extra individuals to finish their purchases.

Shopify's video ad introducing the "shopPay" checkout option

Plus the query doesn’t give away all of the solutions. It simply hints at what’s subsequent. That makes the viewer curious and keen to search out out extra. It’s like a teaser that retains you watching to see what they provide.

One other tactic is to convey the video’s distinctive worth proposition or key message shortly and clearly.

Individuals must know instantly why your video is price their time. After they perceive what they’ll achieve from watching, they’re extra more likely to keep engaged all through the video.

Right here’s an instance of a ClickUp advert that does this nicely:

ClickUp's video ad begins with "Managing your projects shouldn't feel like this." message

The advert begins with a relatable downside. It instantly grabs consideration as a result of it faucets into a typical ache level: undertaking administration generally is a hectic and hectic course of.

The advert’s opening line, “Managing your tasks should not really feel like this,” clearly conveys the central message and ache level the product goals to resolve. It’s concise and to the purpose, making it simple for viewers to know the advert’s goal.

You should utilize Semrush’s Topic Research tool to get subject concepts and see the questions individuals ask associated to your online business. That’s a sensible technique to brainstorm artistic ideas in your video advert.

Sort a time period into the search bar. For this instance, we’ll use “inner communication instruments.”

“internal communication tools” entered into the Topic Research search bar

You’ll get concepts and key phrase quantity statistics that will help you decide the perfect video content material. 

"Content Ideas" dashboard for "internal communication tools"

Toggle the flame icon on to see trending subtopics first.

"Trending subtopics first" icon highlighted

You can too show content material in several methods. The above photographs make the most of the “card” view.

The “Explorer” tab exhibits subtopics and engagement knowledge.

“Explorer” tab in Topic Research

The “Overview” tab exhibits backlinked headlines and questions your movies can reply.

“Overview” tab in Topic Research

Lastly, the “Thoughts Map” view presents knowledge visualization.

“Mind Map” view in Topic Research

Use all these assets to search out the perfect video subjects to advertise your model.

2. Point out Your Model Early

Mentioning your model straight away ensures viewers instantly acknowledge the place the advert comes from.

To do that, present your model’s emblem or title or have the narrator point out the model title throughout the first few seconds of the advert starting.

This easy addition goes a protracted technique to construct belief and credibility, setting a constructive tone for the remainder of the video.

Plus a psychological idea referred to as the primacy effect influences human reminiscence.

Which means individuals have a tendency to recollect what they encounter first. Once you point out your model firstly of a video, they’re extra more likely to keep in mind it as a result of it was the very first thing they noticed and heard.

Right here’s an instance of a video advert by Pipedrive:

Pipedrive's video ad

Pipedrive begins the video with its model emblem and a voiceover that claims “Pipedrive.” No prolonged introductions or advanced visuals––the advert is easy and to the purpose.

In 10 seconds, it clearly conveys its model title and key message. That helps individuals join the message with the model, guaranteeing they keep in mind it.

3. Select the Proper Video Advert Format

Each video advert format has its goal.

Ask your self: What would you like your video to attain? Do you wish to enhance brand awareness, gather leads, drive visitors to your web site, promote a product, or educate your viewers?

Select the video advert format that matches your advertising and marketing marketing campaign purpose.

Let’s say you will have a brief, catchy message you need viewers to recollect shortly, like a flash sale announcement.

Right here, a bumper advert, which is normally just some seconds lengthy, generally is a nice selection. It delivers your message in a brief, memorable burst earlier than the primary video content material.

Take Samsung’s bumper advert, as an illustration. Samsung wished to convey the concept of a limited-time pre-booking supply. A bumper advert will get this message throughout swiftly.

Samsung’s bumper ad "Galaxy S8 / S8+ Pre-book Now!

However, if in case you have an extended story to inform, like selling the options of a brand new product, a 15-second in-stream pre-roll advert could be extra appropriate. It provides you extra time to interact the viewers and supply data.

Now let’s go to one other Samsung advert. This time, with a distinct purpose–selling their newest smartphone.

It created a 35-second ad, placing the cellphone and its options into the highlight. However Samsung didn’t simply cease at itemizing specs or advantages. It took us on a journey, exhibiting exactly how these options can improve our on a regular basis lives.

"Join the flip side" message in Samsung's ad

See how the identical model used two completely different advert codecs to match its distinctive messages.

4. Optimize for Cellular

With mobile searches accounting for more than half of market share, it’s protected to say a major variety of individuals watch movies on their smartphones.

It’s clear: Your video adverts must work nicely on cell gadgets to be efficient.

Statcounter's line graph showing data for "desktop vs mobile vs tablet market share worldwide"

Picture Supply: Statcounter

Movies optimized for cell gadgets supply a smoother and extra gratifying consumer expertise.

They need to load shortly and match on smaller screens to cut back the prospect viewers get pissed off and click on away out of your video.

Cellular optimization isn’t only a technical element. It’s all about guaranteeing your viewers can watch your video comfortably with out hiccups.

Listed here are some ideas for creating efficient cell video adverts:

  • Responsive platforms: Select platforms that help responsive design. Which means your video will modify mechanically to suit varied display sizes, from smartphones to tablets.
  • Cellular-first modifying: Use legible fonts, concise textual content, and clear visuals viewers can see simply on cell screens
  • Maintain it brief: Cellular viewers typically have shorter consideration spans, so hold your video concise. Get your message throughout throughout the first few seconds to seize their curiosity.
  • Optimize load occasions: Compress your movies to cut back file dimension, guaranteeing sooner loading occasions. Sluggish-loading movies can result in consumer frustration and excessive bounce charges.
  • Captions: Many viewers watch movies on mute or in noisy environments. Together with subtitles or captions ensures they’ll nonetheless comply with alongside and perceive your message.

5. Add Captions or Subtitles

Including captions or subtitles to your video adverts is a great technique to make your video adverts participating and accessible. This manner everybody, together with those that may need hassle listening to, can perceive what’s occurring on display.

Plus many individuals watch movies with out sound, particularly on cell gadgets in public locations. Captions permit them to know your message even in noise-sensitive environments.

Including subtitles additionally breaks down language boundaries, making it simpler for everybody to get your message, regardless of the place they’re from.

Right here’s an excellent instance by Preply:

Preply's video ad with subtitles "Take language lessons online"

Within the advert, because the voiceover tells the story, you’ll discover textual content pop up on the display concurrently. Combining visuals and sound helps individuals perceive and keep in mind the message higher.

Preply used textual content cleverly to make essential factors stand out and information your focus to key particulars.

6. Use Sample Interrupt Parts

Sample interrupt components are surprising, attention-grabbing moments positioned inside a video. They might be sudden modifications in visuals, a stunning sound, or a fast shift within the storyline.

The purpose is to snap viewers out of their typical scrolling patterns and make them concentrate.

Right here’s why it issues:

Individuals scroll by way of numerous posts, movies, and adverts day by day. To seize their consideration and hold them engaged, you will need to disrupt their typical patterns of scrolling and swiping––sample interrupt components do exactly that.

Take a look at this video advert by Slack:

Slack's video ad with pattern interrupt elements forming a message "A more simple way to communicate"

This advert instructions consideration.

Slack designed it with vibrant colours, textual content, and patterns to seize your consideration. These components work collectively to make it visually interesting and stand out.

Nevertheless it’s not nearly trying good.

The textual content you see within the advert tells a narrative. It explains essential factors, guaranteeing you perceive what’s occurring, even should you watch it with out sound.

So as to add sample interruption components, establish key moments in your video the place you may introduce one thing surprising.

For instance, on the five-second mark when a viewer is about to click on away, add an attention-grabbing line summarizing your worth proposition.

It might be a fast scene or a stunning twist within the narrative. The secret is to maintain it related to your message and target market.

7. Finish with a Sturdy CTA

Ending your video advert with a robust call to action (CTA) guides your viewers to take the subsequent step of their journey.

Why does that matter?

Your video has engaged, knowledgeable, or entertained your viewers. Now it’s time to nudge them to behave.

Whether or not you need potential clients to go to your web site, join a publication, or make a purchase order, a transparent CTA tells them what to do subsequent.

Right here’s an excellent instance by Wise:

Wise's video ad ends with "open your Wise account today" CTA

This six-second bumper advert tells viewers precisely what motion they need to take—open a Clever account.

It doesn’t cease there. The advert additionally tells individuals how to open a Clever account. It gives hyperlinks to the App Retailer and Play Retailer.

Right here’s how you can embody a transparent and distinguished CTA in your video advert:

  • Be simple: Use phrases like “Store Now,” “Be taught Extra,” or “Subscribe At the moment” to inform viewers what you need them to do.
  • Placement: Place your CTA the place it’s simply seen and accessible. Many place it on the finish of the video, however you may as well embody it all through if it is smart.
  • Create a way of urgency: Encourage motion—add a time restrict or restricted availability to your CTA. Phrases like “Restricted Time Supply” can encourage viewers to behave sooner.
  • Use visible cues: Reinforce your CTA with visible components like arrows or buttons that draw consideration to it.

Flip Viewers into Prospects with Digital Video Promoting

Video promoting is a leap that may result in large returns––supplied you do it proper.

However keep in mind: success doesn’t come from having an enormous finances or fancy video manufacturing.

It’s about technique, creativity, and understanding your target market. So whether or not you’re sharing heartfelt tales or showcasing your product, make each second rely.

Use Semrush’s Topic Research software to get began.


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