Top Statistics: Why Video Ads Are Crucial to B2B Companies

BY Rachel Cagle
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Is your B2B client trying to choose between text-​based advertising and video ads? They should definitely choose the latter. Let’s say a consumer was trying to learn more about a product or service, and both a video and text were on the same page. 

72% would choose to watch the video, according to the 2019 Video in Business Benchmark Report by Vidyard. 28% of small- and medium-​sized companies and 24% of large companies are looking to outsource their video production completely. 

Additionally, another 24% of small, 28% of medium, and 38% of large companies plan to mix internal and external resources in their production.

Types of Videos

One reason ads on video are so popular in B2B marketing is that it provides a more personalized form of outreach to prospects. Businesses can choose to publish webinars, demos, explainers, products, customers, and how-​to/​educational videos. 

They can provide prospects with the information they need in an easy-​to-​consume format. Vidyard states that businesses have “recognized the power of videos to explain to potential customers what they do, what they offer, and how it helps them.” 

They provide accessible resources to send to prospects and motivate other, uncontacted potential customers to inquire about a purchase.

The most popular types of ad videos per marketing format are:

  • Landing Pages: Demos
  • Emails: Webinars
  • Websites: Webinars
  • Sales Conversations: Explainer and Demos
  • YouTube: Webinars

Finer Details

There’s one more key to online video engagement — timing. Remember, your client’s prospects are as busy as they are. Depending on a video’s length, they may not watch it all through and miss important information. Keep it short and sweet. 

Vidyard suggests keeping promotional videos to under 90 seconds and having educational videos be between two to four minutes long. Online Video Watchers comprise 63.5% of U.S. adults and are receptive to video ads placed on social networks and received via email and mobile. 

You can find even more advertising information on this audience, as well as Mobile Video Watchers, on their profiles on AudienceSCAN on AdMall by SalesFuel.