With platforms such as TikTok and Instagram at the peak of their popularity, it’s no surprise that video consumption has skyrocketed in recent years. As a result, the primary focus of online marketing has seen a shift toward digital video advertising. Nowadays, advertisers are willing to invest much more in video ads. However, it’s a rather challenging task to make a video ad that will fully serve its purpose. So, to help advertisers, I decided to share eight tips on how to make a video ad more effective and eye-catching to consumers.
8 Tips for Making an Effective Video Ad
To make a video ad effective, you will first need to define your goals, create a storyboard, and of course, invest in quality video production. Using professional video editing software is also necessary if you want to produce polished, engaging content that captures the audience’s attention. However, knowing your audience is key! Since it impacts the entirety of your strategy. So let’s take a look at how you can make video ads that truly resonate with your target audience and achieve great results.
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The beginning of a video ad is crucial for grabbing the viewer’s attention. Many platforms like YouTube, for example, serve users skippable instream video ads. These ads have a skip ad button that appears five seconds after the video ad plays. This means that most of the audience only watches the very start of the video.
Similarly, the three-second social media rule also suggests that you need to draw in the audience within the first three seconds of a video without giving out too much information. In other words, a video ad needs to have a compelling hook at the very beginning to be successful and keep the audience watching. An introductory hook can be one of the following:
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A question;
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A beginning to a story;
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An introduction to a problem;
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A bold surprising statement.
Keep It Short and Simple
The ideal length for video ads can vary, depending on the platform, product/service in question, and target audience. However, a general rule of thumb is to keep video ads as concise and compact as possible. While video ads for in-depth product presentations can last up to 2 minutes and still be effective, short-form video advertising is much more likely to leave a lasting impression. So, ads up to 30 seconds are generally more impactful.
Choose the Right Ad Format
Advertisers can choose from various video ad formats, including instream, outstream, and even mobile advertising. The options are plentiful, especially when working with high-quality DSPs that offer a wide range of video ad placement and a large network of website publishers. However, an advertiser’s choice will entirely depend on their campaign goal.
For instance, non-skippable pre-roll ads are well-suited for brand awareness and reach. Skippable instream video ads, on the other hand, are better for developing leads. In addition, with mobile traffic now making up for more than half of all online traffic, mobile ads are a must for expanding your reach.
Make It Relevant
One major drawback of traditional advertising is its lack of relevance. Viewers dislike having their shows interrupted by ads for household appliances that don’t matter to them. This is where online video advertising overpowers traditional. With video advertising, advertisers can create content that is highly relevant to the viewers. This can be achieved by focusing on where the said ad will be displayed or by catering to the viewer’s needs and interests based on acquired targeting data.
Personalize Your Ad
With available targeting options such as behavioral and contextual targeting, you can create personalized video content that tailors to your audience’s online experience and preferences. This can include dynamic content, personalized recommendations, and retargeting based on previous user behavior.
Tell a Story
These days, more and more brands are focused on video storytelling in their advertising campaigns. Creating a narrative akin to a short film with a clear beginning, a central theme, and a conclusive resolution will make a video ad more persuasive and relatable.
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Highlight the Brand’s Success
When promoting a product or service, emphasizing the brand’s existing achievements is a great way to demonstrate its reliability to viewers. This can be done by including testimonials and positive customer feedback in your ads. Publishers can also highlight brand values or share service statistics.
Include a CTA
The goal of most video ads is to make viewers take specific actions, so including a CTA is probably the most crucial step in your video marketing strategy. Most CTAs are placed at the very end of the advertisements. However, the placement will depend entirely on the ad format you choose. For example, if your format is a skippable instream video ad, placing the CTA at the beginning for more exposure makes more sense.
Promote Your Brand with TargetVideo
The current market is oversaturated with generic programmatic pre-roll ads, so I suggest trying an alternative approach — TargetVideo’s unique advertising solution. We offer advertisers a way to promote through our native in-house editorial content, including our most popular Matched InStream and Hero Stories. You can handpick surrounding videos from our extensive video library or opt for our exclusive video production.
Just choose the content topic that best aligns with your brand’s story and you’re good to go! Contact us and promote your brand with TargetVideo.
FAQ
1. What is a video ad?
A video ad is a type of advertising content in the form of a video used for promotional purposes (product, service, brand, etc.).
2. How to make a video ad?
To make a video ad, start by defining your target audience and crafting a clear, engaging message. Then, use professional video editing software to create a polished final product.
2. What makes a good video ad?
A good video ad includes a hook, good storytelling, a concise message, a CTA, and quality video production.
3. Do video ads work?
Yes, video ads can be highly effective if executed correctly. This will of course depend on the quality of the ad. Along with the target audience, the platform where the ad is displayed, and the overall marketing strategy.
