Display and video ads, most commonly deployed on Google ads and YouTube, are your gateway to immersing your brand into a user’s browsing experience. Beyond YouTube, video ads are also popular on Facebook Ads. They are the go-to campaign types for businesses who have a story to tell, a message to deliver or a narrative to form.
The best video ads don’t feel like ads – they are experiences that users enjoy, developing subconscious affinity toward your brand and perhaps even taking immediate action.
Display and video ads have long been considered brand-awareness plays, but that is no longer exclusively the case. It would be true to say that display and video PPC ads are not typically the work-horses of lead generation or online transactions, but they play a critical role in supporting Search, Shopping or Social Display ads and are increasingly proven to drive action directly.
Data from Google proves that brands engaged in both Google search and YouTube video advertising campaigns see an 8% higher conversion rate (from a visit to a transaction) on their search campaigns than those who exclude video
There are many types of display and video ads, including but not limited to:
Google Display Advertising:
Responsive Display Ads (RDAs): these ads are powered by machine learning, forming in real-time upon relevant inventory (places on the web), to show the most appropriate images, text and call to action.
YouTube Video Advertising:
In-stream ads: ads of varying length that show before, during or after the original video the user is watching. These can be both skippable and non-skippable.
Bumper ads: short, sharp ads of 6 seconds or less designed to grab the attention and plant subconscious seeds in an age of increasingly shortened attention spans.
YouTube is the second-largest search engine in the world, second to Google, which owns YouTube.
The typically best-performing length for in-stream video ads is 15-30 seconds. Bumper ads are 6 seconds or less.
With Google Ads you can control where you don’t want your ads to show with exclusions. You can block your ads from showing on things like adult content sites, political sites, or certain apps.
With Google video ads you most commonly pay per video view of your promoted video. If you’re running skippable in-stream ads and a user skips your ad after 5 seconds you pay nothing.