You’ve heard the saying, “a picture is worth a thousand words.” But did you know video is worth 1.8 million words? Visuals have the power to get a message across 60,000 times faster than text. Couple that with sound and movement and you won’t be able to find a more efficient way to beat the yearly decline of the average human attention span.
In a video, effective storytelling with human faces, product demonstrations, and emotive language all combine to tap into our psychological hard-wiring for maximum effectiveness. A person watching a video that provides value or entertainment to him or her is intrinsically more ready to accept the message the sender wants to convey than a person only reading plain text content.
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Videos are becoming more dominant
According to a Forrester research, people tend to retain 58% more in their memories when both the auditory and visual senses are stimulated. This results in increasing brand awareness and emotional appeal. About 52% of consumers surveyed confirm that watching company videos makes them more confident when making a purchase online.
Another aspect of video to consider is its rising global use on the internet. Last year, video accounted for 73% of global IP traffic and is predicted to account for 82% of all consumer Internet traffic by 2021. This proves that if you aren’t already using video for advertising, your advertising is behind. If you are using video, it’s in your best interest to increase your usage of video advertising.
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Top Video Advertising Platforms.
YouTube Advertising
YouTube is the most popular video site and the second most visited website in the world, second only to Google. Almost 5 billion videos are watched on YouTube every day. The average mobile viewing session is more than 40 minutes.
How it works.
Through YouTube, you can reach potential customers when they watch or search for videos on YouTube. You can also choose people based on location, age, interests, and more.
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Types of YouTube Video Ads
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- TrueView in Stream Ads:
A skippable online video ad that appears before the main video. - Bumper Ads:
A 6-second non-skippable video that allows you to showcase a short, memorable message. This method has proven to be very effective on mobile. - TrueView Discovery Ad:
This format allow you to show up on YouTube search results, on YouTube’s homepage, and alongside related videos.
- TrueView in Stream Ads:
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Facebook Video Advertising
With 1.49 billion members worldwide, Facebook has a user base larger than the population of China. Its 22 billion ad clicks per year is evidence that Facebook provides businesses with the largest advertising opportunity since search.
If you have a business page, what you may not realize is that less than 0.5 percent of people interested in what you offer, on average, see your updates. Since Facebook has reduced the visibility of business pages in the News Feed, you have to “pay to play.” We can all agree that life would be easier if you could advertise for free, but I know we can also agree that paying is worth it when you get your money’s worth . . . and more.
Facebook provides valuable opportunities to reach the exact people you’re looking for in an environment where they are highly likely to click on your video ad.
Who sees your Facebook video ad and where?
You can narrow down who you want to advertise to on Facebook using demographics, behavior, interests, etc. Using contact information, such as email addresses or phone numbers on top of that allows you to zero-in on people who fit the criteria of people you want to reach. This way your video ad shows up solely on the News Feed of the people you want to see your video.
With Facebook advertising, you are also able to use Instagram as a placement, which is one of the fastest growing social media platforms.
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Video Formatting and Placement
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- Ads aren’t limited to being horizontal. It’s also possible to use square or vertical formatting.
- Use an ad that appears as a sponsored video in the Facebook News Feed of a user.
- Interruption video ads (not the official name) have recently been added. This type of video ad plays for 10
seconds or so in the middle of the video being played. Though many are upset with this relatively new ad type for the
platform, at the moment Facebook has made no indication that it will remove the option anytime soon. - Facebook obviously thinks video is big because they are redesigning (and already have) for Facebook video to be more prominent as its own autoplaying section. They are also funding original content and “TV” series and “channels” with the featured watch tab.
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Are you ready to move forward with video?
Video’s online presence is constantly growing. People are watching more and more online videos every day. Thereby increasing the scope of opportunity to reach video viewers. Don’t miss out on potential prospects. Use video platforms to reach your online audience.
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