Video advertising is not expensive. Video advertising is not scary. Video advertising is the future. There is no other way to say it, if you haven’t already started using video advertising, you are missing out.
A lot of businesses are resisting the transition to video. Understandably, investing into a new way of advertising is tough. However, the numbers that are being generated from video advertising can’t be disregarded. Did you know…
of B2B decision-makers research future purchases using YouTube.
of all YouTube viewers purchased something that they saw in a YouTube video.
We’re not making these figures up, that genuinely is true. That in itself should be compelling evidence to recommend YouTube advertising.
Despite this, advertisers don’t like video advertising. They call it expensive, a waste of time, or surplus to requirement considering how well other forms of advertising are doing. However, you should be looking at video advertising, and we are going to tell you why.
#1 Video advertising helps brand awareness.
Video advertising is great for brand awareness. It helps a lot when you use it to get good results.
For example, typical B2B clients find that they get a 90% increase in overall traffic when they use video advertising. This is often a better improvement than utilising text ads with no branding.
A further study has also found that video advertisements get more engagement on average than search campaigns that have non-branded elements.
Understandably, this creates some level of confusion when it comes to advertising because a lot of people assume they have access to a good enough standard of text ads and thus have no need for video ads.
Honestly, this is a fairly pointless worldview. The truth is that video advertisements are always necessary, and here are for different reasons why that’s the case:
- Video advertisements are not that much of a hassle. We’ll go into this more later.
- You don’t know how well video advertisements will do until you implement them. They could very well outperform your existing text-based campaigns.
- Generally speaking, it’s best to have a hybrid campaign system of those text-based options and video advertising. The two working together stands to generate the maximum amount of coverage.
- Text-based advertisements can fluctuate and change depending on rules introduced by companies like Google. you never know what will happen next, and this creates an element of uncertainty that video advertising doesn’t have to deal with.
Ultimately, it is best to just mix-and-match. There’s no point putting all of your resources into a single form of advertising, because that might not be the best way to do things. For example, what happens if your target audience doesn’t use Google that much? You’re a bit stuck then.
It’s actually the case that the younger demographic uses YouTube more than Google. That’s why YouTube advertising is probably a better way to do things for a lot of companies, because it’s both a search engine and an entertainment platform for them.
So, with that thought in mind, if you are advertising on Google using just text or display advertising, you might be missing out on an entire chunk of the internet.
#2 Video ads have power.
Owing to the nature of their construction, you’ll find that your typical video ads have more power than you’d think – in fact, they’re better than text or display ads in some situations.
A good example of this is an explainer video. These are perfect for offering as a response to search queries about your product.
When you can’t answer a question in detail using a text or a display mod, you should use a video to do it.
Another great example is client testimonials or interviews. Sometimes, a written offering isn’t quite what you’re looking for, so it’s important to take it back to video format to showcase the material.
A product review is another powerful example of where video advertising can be a good choice. You can use them to create easy-to-understand and free-flowing content, in a scenario where text or display advertising might be too limiting.
A demo reel can also be a good choice. You can use text here, but it’s not as compelling as a video. Video advertising helps to capture interest and pull the viewer in.
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#3 It isn’t expensive.
A pretty common misconception regarding video advertising is that it has to be as expensive as anything.
That’s just not true anymore. If you wanted to go and shoot a video on location, that might be quite expensive, but there are many situations where you don’t need to. In fact, most of the time you can just stick to a budget and you’ll be absolutely fine,
YouTube advertising is so easy, as an example, because they have their own video builder that you can use. Plus, you might even have the assets you need for the video without realising, which is cool.
A video that you might have put together which you thought wouldn’t be any use could be incredibly valuable in a different situation. More often than not, it’s all about knowing how to match up the video with the situation, which we know is tricky.
Videos that are a bit longer, or maybe more involved aren’t necessarily unusable – there’s a misconception in that arena that when it comes to video content, you need to somehow focus on short, snappy videos exclusively – this just isn’t the case at all.
#4 Video advertising offers a competitive edge.
Despite the obvious benefits of a video advertising strategy, you might be surprised to know that a lot of people simply don’t utilise it effectively. It’s one of the most interesting concepts, but it does offer you a competitive edge.
If you’re in an industry which doesn’t use YouTube advertising, you’re going to have an edge in the competition to attract more traffic. The more that you can diversify, the greater your experiences will become.
Ultimately, we are well past the point where video advertising is considered to be unviable or even a problematic strategy for people to incorporate. In fact, if you’ve not already done it, then your best chance to get ahead is to do so.
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