Video killed the radio star... again!
Video ads have been capturing human attention ever since the first TV commercial aired back in 1941. It’s only in the past decade or so that we sort of forgot about them. Now, video ads are making a major comeback.
Brands and agencies spotted the trend in video and slowly shifted to the digital sphere, which previously lived and died by static content.
It helps that major platforms like Facebook, Twitter, Instagram and many others have started aligning their strategies around video, which will only continue.
Embracing the digital realm, we helped build the whole online advertising world around native ads, and this year we’re finally ready to do the same for our old friend, video.
Different types of video ads
I'm sure you all know what native ads are by now, but just as a reminder, they’re in-feed ad placement that blend with the rest of the content on the webpage. So what on earth is a native video ad? Well, it’s a bit more complicated… First, let’s take a quick look at different types of video ads (hint: you can access these through StackAdapt):
A promotional video ad that appears before the actual video content. Pre-rolls are mostly found on sites that serve video content, like YouTube, or news sites such as CNN and BBC.
In-read video ads open up in the middle of editorial content. These videos only play when 50 to 90 percent of the video is visible on a user’s screen—and will pause when the user scrolls away. Audio plays when the user hovers their mouse over the ad.
Banner Video (not our cup of tea)
A video ad that plays in a 300x250 banner placement. These placements are created by publishers leveraging existing banner inventory for video.
Pretty much everyone who owns a smartphone has seen this one! It usually takes up the entire screen and is mostly found in free apps downloaded from the app store.
In-Feed (aka Native Video ads)
This one looks exactly like a native-display ad. The inventory for the ad is created by SSPs (supply-side platforms) who want to leverage their existing display inventory for video. Video ads will play in-place within the preview-area once the icon is clicked.
Video ads have the highest click-through rate (CTR) of all digital ad formats, with an average CTR of 1.84 percent (as reported by Business Insider). However, we are strongly against simply measuring “clicks.”
Whether advertisers choose pre-roll, out-stream or native video, the goal is always the same: to get relevant users to watch the video without paying an arm and a leg. That’s why we optimize all formats to the one single metric that really matters in the promotion of video content: Cost Per View (CPV).
Which video ads right for me?
So now you might be asking yourself: “Which type of video ads the best way to promote my content?” Well, according to fascinating research from Opera MediaWorks, native video ads are not only growing in popularity, they're killing it in a wide range of metrics.
The study found that Native Video Ads:
- Enable access to new, premium video inventory for advertisers
- Outperform all mobile norms (Comscore average metrics for engagement) in driving action & engagement (lower funnel metrics)
- Drive significant lift for upper and lower funnel metrics
- Deliver greatest results when creative best practices are closely followed
- Are a growing part of the mobile marketing mix to achieve ROI/ROA
StackAdapt Adopts Native Video Ads
Recognizing the need for a high-performing and easy-to-use video advertising channel, StackAdapt released Native Video Ads as a part of our core platform, which is available to all StackAdapt users. This offering lets advertisers increase their reach with well-placed native video ads.
Our goal is to empower media buyers and enable them to get better results. We don’t want you to jump through hoops to use our platform, which is why we’ve made promoting video content easier than ever before. Within the Campaign Editor, advertisers can now simply select video promotion as a type of content they would like to promote. They can then upload their video or simply insert a URL, add a headline, and include a brief description to help increase brand awareness.
While other credible sources seem to argue a lot about particular types of video ads, their usage and applicability, StackAdapt simply focuses on solving the problem that matters most: how to choose the best video ads and placements to connect with YOUR target audience.
Brands and agencies worldwide are spending their marketing dollars across a variety of content types, with video trending upwards (in particular, native video ads) as they tend to connect best with consumers.
Since you’re probably producing or planning to produce creative video campaigns across Twitter, Facebook, and other media, why not use the best native advertising platform to promote them on publisher sites?
When you’re ready to get started with native video ads, try StackAdapt and see what video can do for your business.