Why Video Advertising Matters

Media Entertainment Tech Outlook | Saturday, July 02, 2022

The effectiveness of video advertising has got demonstrated, although engagement measures are difficult and vary by platform.

Fremont, CA: Video has become an important income source for companies, particularly on social media. Indeed, digital video ad expenditure in the United States is rising 50.8 percent yearly, with total revenues of 39.5 billion dollars. In addition, Twitter receives over 2 billion video views daily, and 91 percent of active Instagram users watch videos weekly. Therefore, having a video ad approach is advantageous.

Customers respond more to video information than text, regardless of the medium. This is because video content utilizes visuals, music, and text to create an immersive experience. However, this might provide a new content production difficulty for marketers, necessitating the development of new methods and tools to produce and execute video ad campaigns.

However, comparing and assessing video ad effectiveness across platforms is more difficult. Because of the rising popularity of video advertisements, numerous social media platforms have modified and expanded their video ad options and metrics; thus, bidding, view counting, and reporting might differ dramatically.

What are video ads?

A video ad is often a short, educational film that serves to market a product or service. These advertisements might range in length from a few seconds to many minutes. They must be a succinct depiction of what the product and brand stand for or what they provide to customers.

Video-sharing networks such as YouTube, Instagram, and Facebook often show video adverts before, during, or after non-commercial video material is broadcast. They can, however, be a short solo film aimed at creatively pushing a product/service.

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How do video ad views work?

Platforms have varying standards about how their video advertising is shown and treated. For example, while some may regard a few seconds of watching time to be a view, others need consumers to watch the ad for a longer period in order for it to be considered a view. Engagement metrics are also affected by the ad type displayed to the user. For example, commercials that play before a video are often treated differently than ads that get produced and broadcast as separate videos. This influences the engagement numbers of the videos as well as how they are promoted on the site.