Digital video ad spend is expected to grow $4 billion over the next 4 years. In order to leverage those video ads, marketers need to know how to make the most effective ads.
A recent episode of Adweek’s The Pivot looks at the growing trend of video advertising, and the 4 most effective digital ad formats available to marketers today.
- Non-Skippable ads. This ad type is the closest to a traditional tv commercial. Users are already committed to watching the video following the ad, which means they have turned the sound on. However, these ads do see a big drop-off in viewer attention the longer the ad is, leading to the emergence of 15 or 6-second ads.
- Skippable ads. These can appear either pre-roll or mid-roll, and are unique in that almost all viewers see the first 5 seconds, but that number plunges once the “skip” button appears. While marketers don’t have to pay for ads that are skipped, there is some concern that the quality of those first 5 seconds is diminished by viewers’ focus on waiting for the “skip” button to appear.
- Feed ads. These ads that show up in users’ social media feeds have the widest reach by far. The goal of these ads is not just passive viewing, but active engagement and sharing by the viewer. Marketers should focus on making these ads attention-grabbing and engaging, or users will scroll right on by.
- Stories, another type of social media ad, are the newest video ad type. These are full-screen videos that often convey the ad message in a series of stills or short videos. Users typically have sound on when viewing stories, and because organic story content is generally produced quite casually on a phone, paid stories do not require a high level of production.
Learn more about these video ad types and how to leverage them in your video ad strategy by viewing the full episode.