Prior to video, there were static images, and preceding images, there were words. Anything before that appears somewhat irrelevant. In an age primarily driven by digital content (think, iPad kids), video emerges as the latest and most promising medium. Within the advertising realm, there has been a notable migration towards video advertising. Video stands out as the most effective tool for conveying your message while also aiding in prolonging viewer engagement with your brand. This rising trend is reshaping the way brands connect with their target audience(s).
Video Advertising In 2024
The rising role of video advertising in the digital landscape is a testament to its effectiveness in capturing audience attention. Here at TargetMarket, we expect video advertising to remain one of the most successful marketing strategies. We got together with our wonderful producer, Nicole Zaleski, to gain more insight into the rising role of video advertising.
Viewers Spend More Time With Your Brand
It is easy to scroll through photos, but when a viewer is watching a video, they’re essentially spending more time with your brand. The dominance of social media platforms like Facebook, Instagram, TikTok, and YouTube is a testament to this. Brands are leveraging these platforms to create visually appealing and shareable video content. Through the lifecycle of these videos, they are spending a significant amount of time with your brand message compared to a static image or text. Not to mention, the ease of sharing videos on social media ensures that a well-crafted advertisement can quickly go viral, exponentially increasing its impact.
Video Increases Engagement
It’s a fact: video helps you rank better on Google and Instagram. Studies show that viewers are 27.4 times more likely to click-through online video ads than standard banners. And because video marketing helps you rank higher on Google’s search algorithm, you can increase not only your engagement but also your visibility. An engaging storyline, high-quality production, and strong visuals are essential to a well-executed video advertisement that can deliver unmatched results.
Visual Appeal And Storytelling
One of the key reasons behind the surge in video advertising is its visual appeal, as it has the power to build an emotional connection with the viewer. Although you may coin video as something that you only watch, it engages multiple senses, offering a more immersive experience compared to text or static images. Whether it’s a narrative about the brand’s journey, a product demonstration, or a customer testimonial, video advertising enables storytelling in a way that resonates with the audience.
Mobile Accessibility And Short-form Content
Eighty-five percent of Americans own a smartphone. Worldwide smartphone users have increased year-over-year by at least 5% over the last five years. The presence of these handheld devices has contributed to the popularity of video advertising. With mobile devices becoming the primary source of information consumption, short-form videos, often ranging from a few seconds to a couple of minutes, have become a favorite format for mobile users. In fact, video consumption on YouTube has skyrocketed in the past decade with YouTube videos, regional YouTube ads, and YouTube shorts (user-generated content).
Metrics And Measurable Impact
Unlike traditional forms of advertising, video advertising in the digital age offers a number of metrics and analytics. Brands can track key performance indicators (KPIs) such as views, click-through rates, and conversion rates, providing valuable insights into the effectiveness of their campaigns. This data-driven approach enables marketers to optimize content and allocate resources more efficiently, ultimately maximizing the return on investment.
Contact Us Today!
TargetMarket offers more than just successful digital marketing strategies. Adjacent to our office space is Rift Studios— a premier videography and photography studio. Rift is a 3,000 square foot completely soundproofed studio equipped with a large cyc wall that provides a seamless backdrop for video and photo shoots.
For more information on video advertising or on how you can elevate your next project, check out the Rift Studios website or set up a consult with our team at TargetMarket today.
