Video advertising is promotional content that plays before, during, or after streaming content. It can also run as a standalone when it's placed natively within content.
With streaming video consumption on the rise, it’s no surprise that we’re seeing similar trends within marketing investments. TV ad spend will decline 15% this year, while digital video continues to capture additional dollars with an expected 11.3% increase by the end of 2020. This exponential growth is expected to continue with video ad spend doubling it’s current levels by 2024, reaching $69.4 billion.
As digital video increases, so do the variety of formats to choose from. The chosen type will depend on asset availability, objective you’re aiming to accomplish, and platform.
While there are a wide array of video formats available, they predominantly fall within two main categories:
A variety of video lengths are possible. However, it’s important to align video length with your chosen platform and objective.
Video has historically played a larger role in the awareness and consideration phases of the consumer journey. However, it is an integral part of the marketing funnel, contributing to lower funnel metrics. Your video strategy and the formats you choose will be tailored based on the objective you’re trying to achieve:
With the increasingly blurred lines between digital and traditional, digital allows for a one-stop shop for video inventory transactions Video inventory can be purchased digitally to run across a variety of devices and platforms:
It can also be transacted through a variety of means, depending on the priority objective. See the table below for an overview:
|Programmatic||Open Exchange||Efficient CPMs
Minimal inventory control
|Private Marketplace||Premium CPMs
Increased inventory control
|Direct||Site/Partner Direct||Premium CPMs
Potential targeting limitations
High inventory control & transparency