With the rise of platforms like TikTok and Instagram Reels, it’s easy to see why video has become the star of digital content. Globally, it’s estimated that the average person in 2022 watches 18 hours of online video per week 😱. And, as is our mantra with mobile marketing (preach!), putting your brand where the eyeballs are is key to reaching your potential customers.
When we reference video marketing, we’re talking about paid ads using videos to promote your brand and products. You’ve probably seen one while waiting for your YouTube cooking demo to load, or in between rounds of Words With Friends.
As there are a variety of places a video ad can be shown, there is naturally a variety of types of video ads to choose from. Typically, each type of ad you choose to use will require its own campaign, and each campaign can target unique demographics of users (making it a very effective mode of marketing). YouTube and Google Video are the two major players from which you’d purchase video ads (spoiler alert, we’re certified in both!).
Even YouTube is getting in on the TikTok and Instagram Reels game with the 2020 addition of its platform, YouTube Shorts. This shows that, not only is video today’s top vehicle to relay media, YouTube is maintaining its video powerhouse status as The Place for video content. YouTube advertising options include both video and display or search ads, all served within the experience of YouTube.
YouTube Display Ads aren’t actually video ads; they’re display ads served next to videos, to the right of or below the YouTube player. They’re advantageous because they appear on users’ screens the whole time they are watching the video. However, they only appear on desktops.
Overlay Ads are also display or text ads that appear within semi-transparent rectangles within the bottom of the YouTube player. They’re great because users are forced to see your message, but a big pitfall is that users can choose to exit the overlay. These ads also only appear on desktops.
These ads are full-sized videos that users can choose to skip after 5 seconds. They are served to users before, after, or during their chosen video. Skippable Video Ads are great because you can use any length of video, at a standard 16:9 display ratio. They also appear on desktop, mobile, TV, and gaming consoles. If you think your video content is extremely captivating within the first 5 seconds, this type of ad could be the perfect option for you.
Non-skippable Video Ads are also full-sized videos, but users cannot choose to skip them and must watch in its entirety before (or after) continuing on to their chosen content. These videos are 15 or 20 seconds in length, so if your video ad fits the bill, this might be the video ad you’re looking for. Non-skippable Video Ads are served on desktop and mobile devices.
Similar to Non-Skippable Video Ads, Bumper Ads are full-sized videos users cannot skip. The only difference is that Bumper Ads are up to 6 seconds long. For short, impactful messaging, this is a great choice of video ad.
Google Video Ads have the potential to appear on YouTube (you know, since Google owns it). In addition, they can appear across other websites and apps. Besides Skippable, Non-Skippable, and Bumper Ads, Google Video Ads include a few other options.
Video Discovery Ads are like Google Search Ads for YouTube videos. In other words, they promote YouTube Videos, allowing your video to appear first or second in a related video search. Obviously, you have to be promoting a YouTube Video in order to utilize this type of ad.
These ads appear on mobile devices only, and do not appear on YouTube. Outstream Video Ads can appear on any Google partner website or app on a mobile phone. Take note that these video ads start with sound on mute. So, while users can choose to turn on the volume, this type of video ad should be captivating and effective without the use of sound.
Masthead Ads are on a reservation-only basis through Google, and are good to drive awareness quickly to a very large audience (think a big event or national product launch). For small- to medium-sized businesses, Masthead Ads are not the most effective use of ad dollars and are probably too expensive.
A big barrier to entry for video advertising is the production of a video ad. We hear you! Running a small- to medium-sized business and handling digital marketing channels is difficult enough without having to create captivating video ads. Plus, a poorly produced video can leave potential customers with a negative impression of your brand.
We can’t deny there’s a learning curve for both video marketing strategy and video ad production. But you can’t deny the truth that recent trends and statistics lay out: video is here, now. Looking for a fact check? In a survey updated in 2021, the majority of marketers reported that video ads drove more ad clicks than comparable image ads. *Drops mic*
So, if video marketing isn’t yet a part of your digital marketing mix, it’s time to fix the mix.
😭 We know, it’s so hard. But we’re here to help. If you’re looking for a video marketing agency with expertise in video ad production and video marketing strategy, you’ve come to the right place. Not only are we certified in Google Video Ads, we’re experienced in video marketing services including video ad production and successful video marketing campaigns.
