How many hours a day do you spend watching videos? The number is probably higher than you’d guess. On average, Americans spend almost two hours a day watching video content.
Whether you’re watching your favorite TV show or a how-to video on YouTube, video content is everywhere, and it’s not going away. Advertisers are utilizing this more than ever before, creating video content that’s captivating and engaging.
Today we’re talking about video—from different types of video ads to the ideal length of time your video should be. We even share our tips and ideas for you to refresh your video strategy.
Common Types of Video Advertising Formats
You can probably think of dozens of video formats, but today, we are talking about four:
By Google’s definition, interstitial ads are full-screen ads that cover the interface of their host app. They’re typically displayed at natural transition points in the flow of an app, such as between activities or during the pause between levels in a game.
These are exactly what they sound like—a video embedded in a banner ad. They may expand or be interactive and can include a thumbnail image and text. These don’t interrupt the user’s experience, unlike instream videos, which we cover next.
Think of instream ads as a digital commercial, in a sense. Many of these videos will have a “Skip Ad” option because it’s played before, during, or after a user’s intended video (pre-roll, mid-roll, post-roll for you advertising gurus out there).
The official IAB definition is: “an ad played before, during or after the streaming video, animation, gaming and music video content that the consumer has requested (pre-roll, mid-roll, post-roll). Instream video ads appear in a player environment and appear in live, archived, and downloadable streaming content”.
Have you ever been on a recipe website, learning how to cook the perfect chocolate chip cookie, when you roll over a portion of the article and a video starts playing? That’s an outstream ad.
While instream ads may start during a video and continue playing, outstream ads automatically play in a larger format when a user scrolls over the video and automatically pauses when the user scrolls away. These are also called “in-read” or “native video” and are mobile-specific.
Video Ad Best Practices
Now that you know some video formats and where to find them, let’s talk about the details.
How long should my video be?
You’ve probably seen successful videos that range from five seconds to five minutes long. Though there’s no set answer, there are guidelines you can follow to make sure your video hits that sweet spot.
For most instream ads, 15-30 seconds is the recommended length of time, with 30 seconds being most optimal for a majority of placements outside of social. But if you’re sharing a testimonial, case study, or product walkthrough, your video should be longer. It’s all about catering your content to the platform you’re posting on and the person you’re trying to connect with.
Where’s the best place to put video ads?
The short answer? Everywhere! The more eyeballs on your ads, the more potential customers. But, there is something to be said for a careful, strategic approach. When we work with clients, we analyze their target audiences and meet the customers where they are at.
The Genius Monkey approach is all about finding the right people at the right place—and doing that in a smart, strategic way.
Should I put videos on TikTok, Instagram, or other trending apps?
We encourage you to be Media Agnostic and be in as many places as you can. However, trendy apps and social media platforms operate differently than standard advertising methods. Our blog, “The Hype Around TikTok,“ answers more of these questions and explains the ins and outs of using a popular app.
Secrets to Grabbing Attention with Your Video Ad
Get to the point
Don’t waste time with flashy intros or long pauses (avoid “dead air” at all costs). People’s attention spans are shorter than ever, so your video needs to be aesthetically pleasing and bold enough to interrupt someone’s regular scroll.
Create mobile-friendly versions
Your video will fall short if it’s not formatted for a mobile device. Most people consume video content on their phones or tablets, so your video should be mobile-friendly and accessible.
Make it memorable
Use faces, bright colors, or a captivating storyline to make your video memorable. If you don’t have a lot of time, you can still use the right design and imagery to make your video stand out. Test out trends, humor, product reviews, and other ideas until you know what works for your audience.
No one knows video ads (or advertising in general) like Genius Monkey. We’ve had 15 years in the business and are helping businesses grow every single day. For more resources, check out our blog page and learn more about how we can help you