How video ad tech companies are becoming beneficial for advertisers
AI-powered conversational ads are distinct because they deliver fast, real-time engagement, allowing marketers to efficiently navigate the narrative for superior targeting
By Amitt Sharma
Video ads are becoming a major driving force for advertisers because of how they have redefined storytelling for new-age audiences. Due to the growing popularity of various social video platforms and video sharing websites, the demand for video content has increased by 54% in the past few years. This has led to the development of a new video ad serving technology.
The rise of OTT and CTV viewing offers advertisers new ways to reach their target audiences by combining the power of television with the precision of digital technology. According to Mordor Intelligence, the over-the-top (OTT) market is expected to reach $223.07 billion by 2026.
In video advertising, AI technologies are working to help overcome the difficulty of capturing the attention of potential customers. AI solutions use pattern clustering and matching to identify new customers, personalize communications using AI-powered hyper-personalization, and use pattern identification to decide the best time and best methods of communication. Conversational marketing is one such personalized and cost-effective AI solution. This strategy can help advertisers nurture personal relationships with their customers, improve their relationship with the brand, and generate a better shopping experience.
AI-powered conversational ads are distinct because they deliver fast, real-time engagement, allowing marketers to efficiently navigate the narrative for superior targeting. Conversational AI benefits businesses in lead and inquiry generation and customer support, in addition to being a cost-effective option. Conversational advertising, also known as interactive advertising, enables immediate, personal, and instant connections with customers early in the sales funnel. This allows advertisers to target specific leads, increasing the likelihood of conversion. According to a survey by Ion Interactive, 93% of marketers believe interactive content is useful for educating buyers.
High-quality, dynamic product graphics improve trust, engagement, and eventually revenue, making 3D marketing appealing in e-commerce. According to Cappasity’s 3D Imaging Market Research, 82% of product page visitors activate the 3D view and 95% prefer interactive 3D representation over video playback. The Coca Cola 3D advertisement, which was displayed on a robotic billboard in Times Square and used moving blocks to vary the flatness of the billboard and create dynamic movement, is a wonderful example of 3D advertising.
Benefits of video ads for advertisers
Creates brand image and consumer trust
Consumers are prompted by video advertisements to visit a specific website and purchase a product. Therefore, keeping the video ad short, engaging, and direct is essential. According to Statista, video has a 90% online usage reach, and as digital video viewership continues to grow year on year, marketers are embracing video as a promotional tool more keenly than ever. . Having the right message and delivering it in an entertaining way will help strike the right balance between advertising activities and satisfying customers’ curiosity about it.
One minute of video is worth 1.8 million words of text, according to Forrester Research. Due to the high recall power and varying strength of attraction of the combination of audio and video in video marketing, consumers are more likely to recall it even after 30 days than, for example, print advertising. According to some estimates, the digital video advertising market will grow at a compound annual growth rate of 20.89%, from $41.132 billion in 2019 to $155.18 billion in 2026.
Increases conversion rates
Advertisers can use video ads to better engage audiences and get more ad clicks. Video marketing is a great approach to generating and converting leads. Consumers are prompted to visit a specific website and purchase a product as a result of video advertisements. Therefore, it is essential to keep video advertising short, engaging and simple. To keep the brand story alive and turn an ad click into a transaction, it’s a good idea to link all video ads to relevant and personalized post-click destination sites.
Video is both educational and entertaining, which is why it has easily overtaken other types of material in terms of consumer consumption. Video ads attract 20% more clicks than image ads, leading to increased traffic due to a higher click-through rate (CTR). When this traffic comes to a website, visitors watch videos 5 times longer than they watch static images. Therefore, adding videos to landing pages increases conversions by 86%.
Encourages precise targeting and social shares
Targeting combines engagement metrics with context relevance to focus only on the best performing and most relevant content. Because relevant video ads can be served to a clearly defined target group in real time in the context of other videos or another setting, such as a related editorial context, programmatic video advertising combines the strengths of images animated as multi-sensory ads with the qualities of precise targeting, AI, machine learning, and real-time bidding.
Consumers who watch compelling or relevant video ads like to share the videos with their social media peers. The sheer volume of social media shares alone has the ability to dramatically improve the exposure of any business. By meeting customer expectations, shared video ads create a more engaging atmosphere for them. It enables brands to quickly inform and aesthetically entertain consumers and prospects, resulting in a powerful platform for accurate consumer and prospect conversion and targeting.
Integrated advertising solutions and audience mapping
As digital content continues to grow, video advertising has revolutionized the way target audiences are connected. Integrated video campaigns make it easier to connect with users across websites, social media, mobile devices, and connected TVs, as well as seamlessly deliver content to many other touchpoints in a consumer’s journey. Therefore, engaging with content-positioned brands for purchase in the competitive category improves exposure.
Audience mapping for video marketing ensures that the video takes into account all direct and indirect aspects that could affect the success of the campaign. Whether reaching a group of prominent policy makers, explaining impact to a contributor, or raising the profile of an issue, audience mapping helps achieve goals.
Video ads remain visible in Google search results for a long time and are difficult to remove. If there is engaging video content, it can be very beneficial. Spending an initial amount of money to advertise the video on many platforms is a lucrative option. As a result, it is a very cost effective way to promote a brand or its products. Another point to consider is that video ads are virtually limitless as they are shared across multiple platforms and video ads stay in Google search results for a long time. These types of ads are a great way for brands to share their values with customers.
Advertisers must continue to look to the future as the internet evolves and new technologies develop, but at the heart of any campaign is always creativity. Good, effective advertising will always get the message home. There are many benefits to using video ads as videos have a greater impact due to the audio-visual aspect and can help increase the number of visitors to a company’s website. Needless to say, an increase in website traffic equals an increase in sales. Thus, such advertisements are the most effective way to reach a large number of consumers.
The author is founder and CEO of VDO.AI. The opinions expressed are personal.
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