Move Over, Pre-Roll Video Ads; It's Time for Branded Video
Consumers can’t get enough of videos. We binge watch movies and shows from providers like Netflix, we watch and share videos of varying lengths via social media, heck, we even give updates about our lives through video via SnapChat. Trusted Media Brands’ Digital Video Outlook study predicts that by 2021, 73% of the world will be tuned in to digital video. As a result, Trusted Media Brands quotes eMarketer as believing that advertisers will respond in kind by spending $22.12 billion on video ads by that same year. According to that same study, here’s how your clients can make the most of their digital video ads.
Currently, approximately 27% of marketers’ ad budgets are allocated to digital video, and pre-roll videos (30-second-or-so spots attached to other video content) have been a dominant form of video advertising for years. However, out of the approximately 300 media decision-makers Trusted Media Brands surveyed, 35% plan to up their branded video (stand-alone video ads) spend and only 28% plan to increase their pre/mid/post-roll spend. 33% plan to increase their branded video with publishers, such as social media and other sites.
Trusted Media Brands describes the change to branded video as advertisers becoming storytellers rather than marketers, and that is what is needed to make successful branded videos. It’s not enough for your clients to simply display their product or service and describe it and its benefits as they would do in pre-roll videos. Those ads have a limited amount of time to sway consumers before they are potentially skipped, so subject matter has to be crammed into as few seconds as possible. If consumers are watching a branded video, they are doing so in the hopes of being entertained. They want to laugh and/or feel an emotional connection through the story the video tells. That enjoyment from the video is what will prompt the viewer to not only give the product a try, but also to share the video to spread the word. While focusing on entertainment is important, make sure that your client’s product or service is clearly displayed at some point so that consumers will connect the ad to the client easily.
With digital video being consumed as regularly as it is, why are your clients settling for only having a sliver of a video ad being shown within an unrelated video? Show them the rising popularity of branded video and express your ideas of how you can help them create a compelling video that will get more views that are solely focused on your client.