We’re not the first to tell you, digital video is big and is going to get bigger
July 28, 2016
Explore the Marketing Potential of Digital Video
Digital video is one of the most impactful ad formats today. The average click-through rate on digital video is 1.84% – the highest CTR of any digital ad format. That’s because video can captivate modern internet and mobile app consumers with storytelling at the right moment in time.
Using digital video as part of your marketing strategy can separate a campaign from the pack because of its creative and visually stimulating nature. It allows marketers to deliver short or long form content that has a higher likelihood of being shared than images or text. In fact, social video generates 1200% more shares than text and images combined.
Android’s “Friends Furever” YouTube Ad was shared 987,361 times
Click here for some of the most viral ads of 2015 by AdWeek.
eMarketer predicts that digital video ad spending will see double-digit growth annually through 2020, far exceeding the pace of TV ads. While this may seem intuitive given the shift of media consumption to digital mediums, it should be a message to all marketers who haven’t yet adopted the medium to at least begin experimenting with this powerful advertising format.
Here are a couple of other relevant digital video stats from a March 2016 survey of US agency and marketing professionals conducted by Advertising Perceptions for the Interactive Advertising Bureau (IAB):
- 72% of marketers plan to invest digital video ad dollars with YouTube; comparatively 46% of marketers intended to use Facebook
- 47% bought digital video inventory through programmatic advertising companies, and 41% of digital video ad dollars were transacted programmatically (33% were transacted programmatically in 2015)
Executing a Video Ad Campaign on the Acuity Platform
With Acuity’s Programmatic Platform, partners are able to take advantage of access to digital video inventory across a number of exchanges, which you can explore here. Depending on the device you choose to execute your campaign on, pre-roll, mid-roll and post-roll videos are all a possibility. Here’s a quick breakdown**:
*Additional video duration possible. Acuity recommends that any video over 15 seconds in duration should be skippable to avoid inventory issues.
**To view all of the Acuity Platform Specs related to any ad format, please click here.
Note: In-Article video is also available as well as rich media formats such as in-banner, in-text or in-feed. This point is important considering the growth of native video advertising offerings however, these formats are typically considered under the broader digital display category.
Still not convinced? Take a look at these statistics on the impact of video on conversion, engagement, and experience. Here’s one that stands out: did you know 52% of marketing professionals worldwide name video as the type of content with the best ROI?
We want to hear from you: are you executing video campaigns on the Acuity platform? What’s your biggest challenge in deciding how to incorporate video in your overall digital strategy?
By: Joanna Taccone