For most of us, the answer is probably search ads – and for good reason. They’ve dominated the ad space for nearly the history of the Internet! But now, search ads are declining as more users shift away from desktops and over to mobile devices. In fact, while mobile ad spending grew by 83% in 2013-2014, desktop search ad spending grew just 2.3% in that period.
For that reason, mobile and multi-device friendly ad formats are on the rise. Despite this, the biggest growth sector moving forward is in display advertising.
While Google was slightly late to offer display advertising, video, banner, image, and resizable ads now make up about 47.9% of the company’s entire ad revenue, whereas video ads earned some $7.46 billion in 2015. While the largest amount of digital display advertising spend is still on banner ads, video advertising is the fastest growing form of online advertising. Why, you may ask?
Here are some stats about how effectively videos can drive results for brands:
These statistics show that video is hard to ignore when you are about to jump into online advertising, especially on YouTube.
Video requires the consumer to make a decision to spend 30 seconds, one minute, or even three minutes of their life watching a video, so it has to be interesting. Even more importantly, the video has to be relevant to the consumer. This is the downfall of many YouTube ads, because some advertisers fail to take advantage of custom targeting options and the ads are ultimately shown to people who have no interest in the product.
YouTube allows you to match videos to target audiences rather than showing them to everyone. This is crucial because targeting generic age and gender groups does not guarantee ad relevance, but targeting keywords and topics, such as “lasagna recipes” and “how to cook lasagna” could greatly improve relevance for your ads if you’re selling lasagna noodles. Without that relevance, users will likely skip the video, or if they’re on social media, not watch it at all.
Besides targeting, it’s also important to conduct audience research and divide your demographic into sales groups, as you may have already done for your PPC ads.
Okay, so far we have discussed creating successful video ads from the point of targeting. Now comes another thing: how can your well-crafted videos help to increase sales for your products when they’re not in your store but on Amazon?
Here’s how videos ads can help you get more sales on Amazon:
1. Increase Viewability: Videos drive product and brand awareness, creating consumer confidence when making a purchase. These ads will work wonders on the following major social platforms and search engines:
Your website is 53% more likely to appear on the first page of Google if you have a video on it. (Image source)
2. Aggregating Video Reviews: Today’s customers are savvy and will do their research ahead of making a purchase. This means they are heading straight to your product reviews to see what other consumers are saying about what you are selling. As such, getting good reviews is an essential step in dominating eCommerce. According to SearchEngineLand, almost 9 in 10 individuals check reviews first. This means that you NEED to be asking for reviews. Here is how video reviews will help you:
88% of customers trust online reviews as much as personal recommendations. (Image source)
3. Product Demonstrations: These advertisements are suitable as standalone videos, but they can also boost sales. In fact, in a study done by ReelSEO, 73% of consumers surveyed said that a demonstration video boosted their buying confidence and 96% of respondents found this type of video helpful.
Product demonstrations can be short and to-the-point, but should spend at least a few minutes demonstrating the product. Here’s a nice example from Crucial Vacuum’s learning center webpage.
4. Mobile Ads: Mobile ads are taking the world by storm because they are cost-effective and can reach many more people than traditional TV ads. Despite their effectiveness, video ads are the most difficult thing to pull off in modern society for two reasons:
Of course, not everyone has the budget of a Fortune 500 company, but still, everyone has the capability to create this type of ad marketing. This is what you can learn from my next point.
In some cases, creating professional, high-quality, and interesting video ads means getting professional help. While your primary goal is to create an advertisement that creates brand or product awareness without literally shoving your product in the consumers face, your secondary goal is quality.
Consumers expect high quality video that won’t look out of place on a television, and that often means sourcing your video ads from a professional videographer or ad company. Here are some examples of places to look include:
Video ads are quickly becoming one of the more popular forms of advertising online, and for good reason. They offer a large potential for return, generate shares if they’re interesting, create trust, and have a lot to offer for consumers of every age.
Good luck getting started with video advertising!