Video and marketing go together like peanut butter and jelly. 

Online video consumption has been steadily rising for years, and it doesn't seem to be slowing down anytime soon. In fact, by 2022 it is estimated that a whopping 82% of global internet traffic will be from video streaming and downloads. 

This trend is only expected to continue, with the average person predicted to spend 100 minutes per day watching online videos. In other words, if you haven't already incorporated video advertising into your digital marketing mix, now is the time to start. 

In this guide, we'll show you how to implement a video advertising strategy to reach your target audience, engage them with your brand, and drive results. We'll also provide a few tips and best practices for creating high-quality video ads that will make a lasting impression.

Types of Video Ads

One of the first decisions a marketing manager makes when it comes to digital video advertising is which types of ad formats to employ. There are a few different types of video ads to choose from, each with its own set of pros and cons. Here's an overview of two of the most popular types of video ads to help you get started:

Instream Ads

Almost every Internet user has encountered video ads that play before, during, or after the content on their preferred video streaming site. These types of ads are called "instream" video ads, and they come in the form of pre-roll, mid-roll, or post-roll ad placements. 

Pros of Running Instream Adverts:

1. People who see your instream ad are either just starting a video, in the middle of one, or just finishing one. They're settled in and ready to watch, with the sound on — making it the perfect time to reach them with your message. This means they're already in an "engaged" mindset, making them more likely to pay attention to your ad.
2. Yet another advantage to instream ads is that they don't stand out as much as their outstream counterparts. This is because publishers only serve these ads to people who are already looking for video content. Since people are expecting to see the video, they are less prone to ignore the ad and more inclined to watch it all the way through.
3. If you're a publisher looking to get in on the booming CTV (connected TV) and OTT (over the top) direct-to-consumer video content market, instream ads are your best bet. They're compatible with all major OTT and CTV platforms, meaning you can reach a broad audience without any issues.

Cons of Running Instream Adverts:

Despite all the perks, instream ads come with a few disadvantages as well. 

1. Viewers may find them disruptive since they often interrupt the user experience. 
2. Another significant downside is that instream ads generally require publishers to have an HTML5 player and an on-page video content library. Unfortunately, not all publishers have a robust video collection or the technological infrastructure in place to support this type of advertising. 

Outstream Ads

Outstream ads are a relatively new addition to the world of advertising and offer a unique way to reach potential customers. Also known as native video or in-read ads, they appear mainly within non-video environments, like articles. 

Pros of Running Outstream Adverts:

1. Outstream ads can be placed on websites without any video content, one of their many advantages. So, publishers are not restricted to only placing ads inside existing videos. This makes outstream ads an attractive option for many advertisers.
2. Unlike instream ads, which interrupt the flow of content, outstream ads blend in with the background content on a webpage, so users can scroll past them if they're not interested. If the viewer is interested, they can choose to watch the ad and even control the audio settings. It ensures a far more positive experience and prevents you from wasting video views on uninterested viewers. 
3. With outstream ads, you can leverage contextual targeting. A contextual targeting strategy allows publishers to serve ads relevant to the page's content, making it an ideal solution for those looking to improve their advertising efforts.

Cons of Running Outstream Adverts:

1. The primary disadvantage of outstream is that, in contrast to their instream counterparts, their use is significantly more restricted by major advertising companies like Google.
2. Outstream ads positioned inappropriately can disrupt viewers' experience and cause annoyance. 

Getting Started with a Video Advertising Campaign

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To create a killer video advertising strategy, follow the steps below.

Step #1: Define Your Goals and Key Marketing Objectives

Before you launch a video ad campaign, you need to know what you want to achieve with your videos. Do you want to increase brand awareness? Launch a new product? Boost sales? 

Once you know your goal, you can create content that is aligned with that goal and will help you achieve it. So ask yourself what you want your viewers to take away from your video ad before you start planning your ad campaign.

Step #2: Find Out What Platform Is Best Suited to Your Target Audience

Not all platforms are created equal, and each one has a unique audience. When creating video adverts, consider which platforms will best reach your target audience. Consider what type of video content they would enjoy viewing, and which channels they are most active on. 

For example, if your target audience is mainly millennials and Gen Zs, YouTube could be an excellent choice for maximum exposure. But if you're selling B2B products, LinkedIn might be the way to go. 

Step #3: Set a Budget and Allocate Resources

Just like any other marketing project, a video ad campaign can quickly become expensive if you're not careful. So, don't wait until you're in the thick of things to start thinking about cash flow limitations and resource allocation. Ensure that you have a solid budget and all the right resources in place to avoid any unwanted surprises down the line. A good plan includes funding for all production stages, as well as access to the right equipment and software. 

Furthermore, consider the personnel required to create your video content. For example, if you don't have an in-house team, you'll need to vet and hire freelance videographers, scriptwriters, and editors. This can add another layer of cost and manpower to your project, so be sure to factor that into your budget and resource plan as well. That way, you'll minimise any resource constraints that could trip up your video ad campaign workflow. 

Step #4: Brainstorm Creative Concepts with Your Team

This is where you'll come up with the big idea for your video ad and start to sketch out the details. Getting your team riled up with concepts and ideas is the hardest part. Sometimes great concepts emerge overnight, but more often than not it's a deconstructed venture. Using the right employee engagement strategies and asking the right questions is crucial to getting the gears turning.

What visuals will you use? What kind of music will set the tone? How can you make your video stand out from the rest? These are all important questions to consider when conceptualising your video ad. 

Step #5: Create a Storyboard or Treatment

After you've come up with the concept for your video ad, go ahead and start putting it all down on paper. Here you will develop a storyboard or treatment which will serve as a roadmap for the video production process. 

This document should include everything from the initial idea to the final product, including a shot-by-shot breakdown of the video, a description of the visuals, and any other important details.

Step #6: Produce the Video Ads

This is where the hard work really begins, but if you've done your planning properly, the process should be relatively smooth. Depending on the type of video you're creating, the production process will vary. 

For example, if you're creating an animated explainer video, you'll need to create the visuals first, then record the voiceover. But if you're shooting a live-action video, you'll need to find a location, cast your actors, and shoot the video. 

Remember to stay on brand and true to your initial concept.

Step #7: Launch Your Ads and Analyse the Results

A successful video ad campaign requires a lot of experimentation. Closely monitor your video ad metrics to see how your audience reacts. If they don't respond well to the first few campaigns, there's no point in creating hundreds more just like them. 

Try different types of videos, change up the visuals, and test new strategies until you find a formula that works. Then you can start scaling your campaigns and generating even more leads and sales from your video ads.

Best Tips for Creating an Effective Video Ad Campaign 

Video marketing is one the most effective forms of marketing there is, but putting together a winning video ad campaign is not as simple as it seems. Here are some tips to help you out:

Tip #1: Feature the Most Compelling Part at the Beginning

According to Stone Throw Media, you have a mere 15 seconds to catch your desired customers' attention and pique their interest. That's why you need to present the most imperative and captivating information at the start of your video. 

If you manage to create a high-quality video that rivets its viewers from the get-go, you'll be able to avert them from skipping your ad. To achieve this, start with a bang, such as an interesting statistic, a powerful statement, or a rousing question. 

Take this ad from Dollar Shave Club as an example:

The ad begins with CEO Michael Dubin staring directly at the viewer. He's surrounded by an interestingly cluttered background, which sets the stage for a punchy first joke that's perfect for the company's target audience of males aged 18 to 35. By hooking the viewers from the beginning, the ad has a better chance of keeping them engaged until the very end.

Tip #2: Use Work Management Tools to House Your Video Strategy

You may already be using several tools to plan, produce, and promote your video assets. But what about the management part? 

Mapping everything out with your video advertising strategy using existing tools, such as spreadsheets or word documents, can be tedious. You can't count on them to stay up-to-date or provide an overview of your entire video strategy at a glance. This is where project management tools come in. 

With tools like Monday or Wrike, you can keep track of all your video marketing tasks in one place so you never miss a beat. Plus, having all aspects of your advertising campaign in one place will make it easier for you and your team to stay coordinated and push your business goals forward.

Tip #3: Don't Go above the 30-Second Mark

Your video ad should be short and to the point. You don't need to include the whole history of your brand, just enough to sell your product. Google recently researched the ideal length of an ad, and they found that 30-second ads had the highest view-through rate. This means that more people watched the entire video without leaving when the ad was 30 seconds or less. 

So, when writing a script, make sure that everything you want to say can be conveyed within this time frame. 

Check out this short but compelling ad from Dairy Farmers of Ontario for some inspiration:

Tip #4: Add a Relevant Call to Action at the End of Your Video

Your video advertising strategy won't be complete without a call to action (CTA). This is what tells your viewers what to do next, like visiting your website or making a purchase. Without a CTA, all your hard work in creating the ad will go to waste because you're not giving your viewers a specific path to follow. 

Therefore, include a CTA that's relevant to your business goals. If you're selling a product, for example, you might want to include a 'Buy Now' button. Or if you're trying to generate leads, you could add a 'Signup' form. 

Tip #5: Seek Assistance, If Necessary

Digital video marketing is a complex process that requires a lot of specialised skills, from planning to editing to data analysis. If you're not confident in your ability to deliver high-quality video ad campaigns, it's worth considering hiring a digital marketing or social media marketing agency to do it for you. 

A good agency will have a team of experts who can handle every step of the video marketing process, from concept to creation to distribution. Plus, they'll be able to provide insights and recommendations based on their experience with other clients. 

But before you decide to work with any agencies, be sure to do your research first. A great way to gauge an agency's professionalism and attention to detail is by reading through client testimonials and reviews of their onboarding process. For example, a thorough onboarding questionnaire and procedures can be indicative of a well-run operation.

Advertise with Video

Digital video adverts are all the rage lately, and for good reason — done well, they can capture attention and explain complex ideas quickly and effectively. By following the tips and advice laid out here,  you'll be well on your way to producing high-quality video ads that will help you reach your business goals.

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