What Are Video Ads?
If you want to connect with today’s audiences, you can send all sorts of ads their way, but rarely anything will make a splash as much as video ads. So it should come as no surprise at all that as much as 91% of businesses use video as a marketing tool.
One thing almost every marketer will agree on is that quality and relevant video ads grab attention and drive results.
So why not get in on the action and reap the benefits? You just need to understand how all of this works.
What Are Video Ads?
Video ads, as the name suggests, are ads in video format. They’re dynamic, attention-grabbing, and can be delivered through some ad networks that provide such an advertising format. But it’s not just any average video; it’s a part of a campaign that can do almost anything.
Are you looking to increase brand awareness, boost conversions, or generate leads? Video ads can do all of that. Videos can connect with viewers in ways that text or images alone just can’t.
Different Types of Video Ads
There are a couple of different types of video ads, and different formats work better for different goals. So, naturally, it’s important to choose the right one for your campaign.
1. In-Stream Video Ads
We’ve all seen in-stream video ads. They’re the ones that pop up before, during, or after videos on platforms like YouTube or Facebook. And with these ads, you only have a few seconds to grab attention before viewers lose interest or hit skip.
Whether it’s a skippable ad (with a 5-second grace period), a bumper ad (just 6 seconds), or a non-skippable ad (15-30 seconds), these ads are perfect for getting your brand in front of a wide audience.
Image source: YouTube
2. Outstream Video Ads
Outstream ads usually appear within articles or blog posts. As users scroll, the ad auto-plays, offering a non-intrusive way to engage without disrupting the browsing experience. With these ads, you can get to people who might not usually watch video ads.
Image source: Eskimi
3. Social Media Video Ads
Social media іs the heart оf video advertising. Whether оn Facebook, Instagram, LinkedIn, оr TikTok, these platforms let you weave video ads directly into the feed оr stories.
These ads work fast tо grab attention, and for LinkedIn video ads, they’re especially powerful for targeting professionals іn B2B marketing, especially іf you follow the LinkedIn video ad specs.
Image source: Ad Shark
4. Integration Video Ads
Integrations are blended into the video content and are classics of video ads where the speaker promotes some product/service during his speech. Great option, since reputable speakers are trusted by their audience, and as a result – they trust the product advertised. Affiliates can cooperate with YouTube or social media niche influencers to engage even more users.
5. Over-the-Top (OTT) Video Ads
OTT video ads run оn streaming services like Hulu, Disney+, and Amazon Prime Video. They’re kind of like traditional TV commercials, but with the added benefit оf precise targeting based оn what people are actually watching. Look and work similar to YouTube ads.
Image source: 2Coders
Costs of Video Ads
How much you’re gonna spend оn your video ad campaign depends оn a lot оf different factors like production quality, platform choice, and campaign objectives. And as any good marketer, you’ll want tо know what tо expect and budget accordingly, sо let’s gо through the basics.
Production Costs
In practice, basic in-house videos can cost on the order of $1 000-$3 000, once you include equipment and minimal editing support. Professional-grade ads with high-end visuals, full crews, and motion graphics typically range from $3 000 up to $50 000 or more, depending on complexity.
Platform Advertising Costs
- Video campaigns on Google/YouTube use a CPV model – advertisers pay about $0.01-$0.03 per view (roughly $0.49 per click when one occurs).
- LinkedIn video ads run about $2.00-$3.00 per click on average.
- For TikTok (CPC: ≈ $1.00, CPM: ≈ $10.00), video is the main content, so auction treats video as the default creative format.
- Facebook (CPC: ≈ $0.44, CPM: ≈ $14.40) also doesn’t segregate ads by creative type, so Reels and in-stream ads are included into the default set.
- On Instagram (CPC: $0.20–$2.00, CPM: $6.70) you will have to pay less per click and per thousand impressions than on Facebook, even though both are Meta projects.
How to Create Successful Video Ad Campaigns
We need to make one thing clear: having a good video isn’t enough for a successful campaign. No, anyone can make a good video. What you need is a good strategy.
Here’s what you’ll want to do.
Set Clear Goals
Before you even think about production, you need to know your objectives. Are you aiming for brand awareness, lead generation, or conversions? Your goal will directly influence your video’s style, length, and where you place it.
Choose the Right Platform
Do you know what platform you want to use? If you don’t, you need to figure it out ASAP. And you can only do that if you know where your audience hangs out.
Facebook video ads are great for engagement, while LinkedIn video ads excel at targeting professionals for B2B campaigns.
If you want to reach a broad audience with an educational message, YouTube might be the perfect choice.
Craft Engaging Video Content
Your video needs to grab attention in those first few seconds. So, kick it off strong with a hook that instantly pulls people in, then follow up with your clear message.
Always keep it short and sweet, especially since people are flying through content on social media. And obviously, don’t forget the CTA at the end.
Target Your Audience
With video ads, targeting is everything. Use demographic, geographic, and behavioral data to reach the right audience. For example, LinkedIn video ads allow you to target by job title or industry.
Optimize and Test
Once your campaign is live, monitor its performance. Test different video lengths, messaging, and targeting options to see what works best.
Platforms like Facebook and YouTube offer detailed analytics that allow you to tweak your campaign for better results over time.
Examples of Video Ads That Work
Some brands just hit the mark with their videos. These ads stand out for their creativity, emotional pull, and clever use of the medium.
Nike – “Reputational Damage Specialists”
If you haven’t seen Nike’s “Reputational Damage Specialists” ad with Cole Palmer, go watch it. This super clever, lighthearted ad shows a fake law firm that “fixes” the reputations of players who’ve been beaten by Palmer on the pitch.
What makes it click so well? Well, it nails football culture. It’s got this perfect blend of humor and a bit of cheekiness, which is just what Nike’s audience eats up.
Apple – “Quiet the Noise”
Apple’s ad for the AirPods Pro, “Quiet the Noise,” has a whole different vibe. They went for a much more emotional angle here. You see these genuinely stunning visuals where the world melts away as the character experiences noise-canceling tech.
It’s simple but still powerful and somehow manages to highlight the product’s key feature while telling a compelling story.
Final Thoughts
Creating video campaigns gives you the flexibility and the ability to engage audiences on a deeper level, and now that you understand the basics, it’s time to make your own campaign. Whether you’re crafting a fun, emotional, or educational video, the key is to keep it relevant, engaging, and focused on what will drive action.
Join our Telegram for more insights and share your ideas with fellow-affiliates!
Trends
View more posts