Modern-day Video Advertising: The Biggest Lesson Of Them All

There are advertisers, there are publishers and there are clients. Regardless of which side of the spectrum you find yourself on, the undeniable thing here is that we all live in an age of video. Video content is the predominant force that reaches people and video ads are a huge part of the industry right now. Video ads work. But, the question is how do they ‘work’ and what kind of ads are most effective with today’s audience. It has to be stressed that video content marketing and online video is really the main source of income for most advertising companies of these days.

How it Works: Pre-roll, Mid-roll and Post-roll Ads

When an advertiser utilizes a video ad, it usually denotes sending out a simple message regarding a particular product or service. Video ads typically consist of three key elements: text, animation or imagery.

Video ads can be placed within particular video content. They are mainly part of a company’s digital marketing strategy or marketing campaign. In today’s business world it’s safe to say that in-stream ads are the most frequently used ads. They are especially good for marketers when they wish to drive awareness and push customers a bit closer to the company and their brand. Another goal advertisers have is to inform consumers so they can learn more about their products and services. Such goals can be achieved with in-stream video ads.

Today, online video advertising is distinguished into three basic types:

• Pre-roll: an ad triggered prior the video content
• Mid-roll: an ad triggered in the middle of the video content
• Post-roll: an ad triggered after the video content.

The typical routine is that these in-stream ads are sold on CPM basis. Also, pre-roll ads, for example, may be purchased directly or programmatically, which is you could say is a common occurrence in today’s digital advertising businesses endeavors.

Of course, you’ll need a modern-day HTML5 video player and a supporting video platform to work it all out.

Video As the Crucial Element of Today’s Digital Business Landscape

Recently conducted research on video marketing yielded some truly fascinating results. For instance, 82% of registered Twitter users will definitely watch video content on Twitter. There are other eye-opening statistics. The public video service, YouTube, boasts an insanely large user base — a breathtaking one billion users are using the video platform right now. Believe it or not, that’s practically 1/3 of total Internet users. In addition to that, we also know that over 500 million hours of videos are watched on daily on YouTube every day. Those are all general statistics that can show you just how much videos are present in modern-day society.

The question we should be asking is: why do advertising companies use video as a method of ad delivery? One crucial information in that regard is that 87% of online marketers utilize video content as part of their digital marketing strategies. And, you may wonder why that is. At this stage in the video industry, the consumer’s behavior rather speaks for itself. In fact, 90% of consumers claim that product videos are helpful in the decision process.

The Video is the Tool, Influencers Are the Delivery Method

If the contemporary business scene was a religion, you could say the video content is your Bible, and the influencers are the preachers. With influencer marketing, many companies have established a certain way of sending the message they want to send anywhere in the world. Publishers and advertisers need to reach their target audience and influencers are the fastest probably the most efficient way of doing so.

Breaking Down Influencer Marketing

Okay, let’s say your company sells office chairs. You need to focus on each product individually in order to make an effective advertising campaign.

What is Your Product?

There is a particular chair you want to promote or expose, but it’s a specific model — it’s a chair particularly designed for people who play video games a lot. Up until now, your company mostly sold regular office chairs, but this is a new chair you want to get out the door. Let’s say, the chair is a bit pricier and now you need a specific audience that’s be interested in a product like that. That’s where influencers come in.

What Does An Influencer Do?

That means you need people to promote your product; people who play video games themselves and people who know the market and already are a part of the gaming community. It doesn’t matter if this influencer is just a successful streamer or simply a really well-known Call of Duty player. What matters is that this person knows the audience and that the audience listens to what he has to say.

If the audience respects the words of this influencer when he speaks about video games, chances are that the same audience will purchase the products that bear his or her stamp of approval. Hence, this is the right person to get to talk about your gaming chair.

Video Advertising is A Vast Open World Waiting to be Explored and Conquered

So, from video ads and influencer marketing, what sort of steps can you take to ensure success in a world that’s so incredibly competitive? It’s easy. You take one step at a time. The main thing is to stay on top of your game and to utilize all the tools and means that are available to you. That’s why we are continuing our video advertising lessons.

Stay tuned for the next addition our new series of Digital Video 101 articles.

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