According to Wyzowl’s State of Video Marketing Survey 2021 video advertising continues to grow year on year as a key marketing tool. Their report states:
87% of video marketers reported that video gives them a positive ROI
Nearly eight out of ten marketers feel that video has a direct, positive impact on sales.
94% of marketers agree that videos have helped increase user understanding of their product or service. Explainer videos have seen huge success. An overwhelming majority of people (94%) report watching explainer videos to learn more about a product, with 84% being swayed to make a purchase.
On measuring success, most marketers (63%) consider video engagement the top metric. Views or plays were a close second (58%).
Nearly nine out of ten people report wanting to see more videos from brands in 2021, making video an excellent tool for lead generation and brand awareness
Here are our 10 tips
#1 How are AdNation’s video formats displayed? We offer three different video ad formats: In-Stream which plays before an end user watches a video on a website, just like Youtube. Video Slider which slides in from the bottom right of a webpage when it loads making it very eye-catching. Outstream, which works like a display format and is revealed to the end user as part of their user journey.
#2 Tell a story: Video ads are a powerful conversion tool and with video becoming such a natural part of web browsing, video ads offer advertisers an opportunity to connect on a deeper level by telling a story or showing the product experience to their target market. This is much more compelling than a banner ad. Keep the message tight and offer entertainment value to end users so that they enjoy your ad.
#3 Content ideas: Be creative because original content will help you generate better quality leads. Showcase/demo a product, create a fun/memorable ‘viral style’ video, educate/offer a tutorial, feature a brand ambassador presenting/endorsing the product, etc. The video content must match the product you are selling after viewers click the link.
#4 Production values: Choose between a high quality/production or amateur style. With the explosion of Instagram and Tik Tok over the last few years consumers are open to amateur style content too! Infact you can mimic Instagram & Tik Tok styles.
#5 Keep it short: The length of the video needs to be a minimum of 15 seconds. Short videos are great for engaging Millennial buyers, whose short attention spans have been shaped by the internet for most of their lives. So it is imperative to convey the message quickly, incorporate strong calls to action early on in your video and create content that encourages viewers to watch the video ad in its entirety.
#7 Sound advice: Keep in mind that your video ad should be able to connect with the viewer without the aid of sound. Many people browse in silent mode and the Outstream ad format automatically plays on mute and has to be unmuted by the viewer. So incorporate subtitles and call to action texts into your video creative to get your message across.
#8 Copyright: Make sure you own the copyright or you are officially authorized to use all the content featured in the video.
#9 Video editing software: There are plenty of video editing programs available online and video ads can now be created using a decent quality mobile phone and can be edited into ads with texts and logos on several cheap apps on mobile or desktop. Shotshack allows you to create 100 videos for $5. Creatopy costs $17 a month and both platforms give you access to free stock photos, videos, graphics and templates to help you quickly create video ads. Clipchamp is a professional video editor that works in Google Chrome and Microsoft Edge based on Chromium, it gives you unlimited 1080p exports (Full HD), unlimited cloud storage and unlimited audio stock, their Business account starts from $13 per month.
Technical specs required for your video ad:
Format: MPEG-4 video (video/mp4)
Video Codec: H.264
Audio Codec: MPEG-4 AAC
Video File Size: Maximum 50MB.
Aspect Ratio: 16:9.
Minimum duration: 15 seconds, no limitation on maximum duration but consider the file size limitation of 50MB.
#10 Create separate campaigns. You can use your video ad for all three of our video ad formats but remember, create separate campaigns for In-Stream, Outstream and Slider to test which format gives you the best conversions. And also create separate campaigns for mobile and desktop, due to different performance on various devices. Test your video campaigns for at least 7 days including the weekend, don’t give up after 2 days if you have few or no conversions. You need to test for at least a week to collect a decent amount of data. You will then use this valuable data to launch full campaigns.
Creating video ads has never been so easy, with a great story and the right CTAs and a decent amount of testing you can generate great conversions with these high CTR video ad formats.