You know what’s one of the most bold-faced lies people tell themselves? That ads don’t affect them or their purchase intent.
I find those people to be full of baloney. With ads today being more engaging and less intrusive, it’s impossible to say that ads don’t shape your perception, especially digital video ads. How many times have you stopped while scrolling through your Facebook feed to watch a video ad? Always, right? I mean, for me, there have been multiple times I’ve stopped to watch a video ad in its entirety, usually because it combines some sort of makeup tutorial or cute fluffy animals.
Brand marketers need to pay close attention to video advertising’s consistent growth and its ability to capture audiences and increase conversion rates. In 2016 alone, U.S. digital video ad spending reached $10 billion and will most likely reach $18 billion by 2020.
Stories, stories, stories
Video advertising is the crème de la crème when it comes to digital advertising. Video ads create way more emotional appeals and cues than other forms of advertising.
Because humans crave stories, take a look at Snapchat, Instagram and Facebook’s ads they all tell you a story. They’re everywhere, and video advertising lets brands craft a narrative around their product. Brands can utilize video marketing to tell their story in a more engaging way, while appealing to more consumer senses.
One brand that’s on the mark with their video marketing is Always with their #LikeAGirl campaign. One of their newest video ads on Facebook attempts to connect with a younger demographic by discussing gender bias in regards to emojis. The ad provides examples of how there is a severe lack of female representation in emojis, while intercutting concerns from the girls feature in the video, which emotionally connects a consumer to the Always brand without actually advertising Always’ feminine hygiene products.
Video Ad Recall
When a product is put in a video narrative setting it helps a consumer’s ad recall, the ability for people to recall brands that they have been exposed to. Ad recall tracks whether an ad was engaging and memorable enough for a consumer to store it to their memory. According to a study done by Nielsen, Facebook users are affected by video ads even if they view them for less than a single second. Facebook synthesized Nielsen’s research and concluded that as soon as a user simply stopped long enough on the video, ad recall, brand awareness and purchase intent increased, which means that people who never actually watched the video in its entirety were still affected by the ad. You see, video ads are so effective, especially on Facebook, that a consumer is impacted even if they watch a video ad for a mere second.
Stick to Pre-Roll
Recent reports indicate that people now lose their concentration after 8 seconds, which is shorter than the famously distracted goldfish whose attention span usually lasts only 9 seconds. That’s right. We’ve become more distracted than goldfish, which is why brands have to create these video ad narratives to compliment our staggering low attention spans.
Cue pre-roll ads. You know, the ads that are automatically playing before you’re actually allowed to see that cute cat and mouse video. IPG Mediabrands teamed up with video advertising agency YuMe to produce a study that gauged the impact of various ad formats on the user experience revealed that a mere 17% of participants felt disrupted by by pre-roll ads when watching content. Eighty-three percent of the participants even said that their viewing wasn’t disrupted by non-skippable ad formats like pre-roll ads. Even better? Participants’ ad recall was the highest for pre-roll ads with 65% of participants saying that they were able to remember the brands they had seen in pre-roll ads while on mobile.
MVP. VIP. Whatever acronym you want to use, video advertising has proved its mettle for brands. If you’re a consumer, accept that you’ll be seeing a whole bunch of video ads in the near future. In fact, good ole Twitter just announced that they would be featuring in-stream video ads to help marketers tell their story. And if you’re a brand that hasn’t been using video ads to the fullest, you better get started.