Video ads have the potential to attract, engage and convert customers. They are a powerhouse for grabbing attention and boosting buyer intent. However, your advertisers may still be hesitant to use them, thinking they’re too expensive and cumbersome or believing other common myths. The reality is that 86% of companies use them, from billion-dollar brands to local businesses. That means your clients can, too. To guide them, you’ll want to inform them of all the types of video ads and when to use them.
Display Video Ads
- What are they? These are simply display ads that are video instead of static. They appear on third-party sites based on the audience sought and other targeting capabilities.
- What are the targeting capabilities? Behaviors and interests, ZIP codes, geographical mile range, age cells, gender, education, parenting, annual household income and household demographics
- Where can they play? Desktop, tablets and mobile devices. They can also play in apps.
- When is it best to use them? Recommend display video ads for promotions, new product or service launches and brand awareness. These should be short — under 30 seconds — and have a clear CTA (call to action). The more robust targeting your advertisers have, the better.
YouTube TrueView Ads
- What are they? These ads run on YouTube, appearing at the beginning, middle or end of a video the user selects.
- What are the targeting capabilities? Behaviors and interests, ZIP codes, state, DMA (designated market area) and household demographics
- Where can they play? Desktop, tablets and mobile devices
- When is it best to use them? The targeting capabilities are a little less for this type of video ad; however, if location is key to your advertisers, this could be a good choice. Also, TrueView uses the cost-per-view (CPV) model, so the advertisers incur costs only when the video is viewed. It could therefore be attractive for those with smaller budgets. Also, keep in mind the age range for YouTube viewers. The age group with the most are those 15 to 35. If that’s your advertiser’s target market, these ads could be an excellent way to engage viewers.
Social Media Video Ads
- What are they? These are ads that run on social media platforms like Facebook, Instagram, TikTok, etc.
- What are the targeting capabilities? It varies by platform, but generally speaking, you can target by location, demographics and interests.
- Where can they play? Desktop, tablets and mobile devices
- When is it best to use them? Using social media ads comes down to two things. First, is your customer’s ideal target active on the profile? Second, does the advertiser have a consistent presence on social media? If so, this channel can drive ROI. Social media video ads that perform the best highlight products and how to use them, are aspirational in nature or have a fun hook.
OTT/CTV Video Ads
- What are they? Though grouped together, OTT and CTV aren’t the same. OTT refers to the streaming services that deliver content over the internet (e.g., Roku, Hulu, Pluto TV, etc.). OTT video ads can either play before a video or integrate into the frame of the media. CTV is a type of OTT that serves video ads on smart TVs.
- What are the targeting capabilities? Behaviors and interests, ZIP codes, state and DMA. OTT can also target based on household demographics.
- Where can they play? OTT can play on desktop, tablets and mobile devices. CTV only plays on TVs.
- When is it best to use them? OTT and CTV video ads aren’t skippable, so you have a fairly engaged audience. You can also use sequential messaging to build a story. Additionally, with CTV, your advertisers get big-screen exposure at a lower cost than broadcast TV ads. Recommend these ads to customers with a larger budget for the video and campaign.
Native Video Ads
- What are they? Native advertising describes ads that “blend in” to the content around them. Much native advertising is static, but video is also available.
- What are the targeting capabilities? It depends on the placement. Native video ads can play on social media sites, content discovery networks and video platforms.
- Where can they play? Desktop, tablets and mobile devices
- When is it best to use them? This type of video ad is best for content that’s not a “hard” sale but rather more informative and/or entertaining. The business needs to be able to tell a story to take advantage of the native ads concept.
Types of Video Ads: Lots of Options to Reach Customers
Your advertisers can no longer drag their feet on getting into video. If they want to compete for eyeballs and drive brand recognition, video should be part of their playbook. We’ve got lots of great resources to help you support your customers and their journey to video advertising.
Start by watching our on-demand webinar, Video Explosion! You’ll get tips, strategies, ideas and more to get advertisers ready to be video stars.
