Video Advertising in the Age of Streaming

Gone are the days when advertising on television was the only way to reach a large audience through video. No longer do businesses need to spend tens of thousands of dollars per month on expensive TV contracts and specific time slots. The internet has revolutionized how we consume media, and video advertising has followed suit.

In this article, we’ll talk about some of the benefits of online video advertising and explore some of the options available to businesses of all sizes.

Benefits of Online Video Advertising

Online video advertising offers a multitude of options that are more flexible, targeted, and cost-effective than traditional TV advertising.

Cost-Effectiveness

Traditional TV advertising often requires tens of thousands of dollars per month in ad spend—which meant it wasn’t even an option for small businesses looking to get more brand awareness. Online video advertising, on the other hand, can be scaled to fit smaller budgets, so small businesses and large corporations alike can take advantage of its unique reach.

Targeted Reach

Online video advertising platforms provide robust and hyper-local targeting options. This means you can tailor your ads to specific demographics, user interests, and behaviors to ensure you’re spending your marketing dollars on the people most likely to become your customers. This level of precision is impossible to achieve with traditional TV ads.

Flexibility and Control

Online video ads can be quickly and easily adjusted, paused, or replaced based on performance. This flexibility allows for real-time optimization to maximize the effectiveness of your video campaigns, something that’s not possible with traditional TV campaigns.

Coordinated Campaigns

No marketing campaign should put all its eggs in one basket. Online video advertising campaigns can (and should) be coordinated with other online advertising tactics, like Google Search, social media ads, digital radio ads, and display ads. Ads can be shown to similarly targeted audiences or used in remarketing efforts to keep customers engaged and aware of your brand.

Measurable Results

One of the biggest and best benefits of online video advertising is the ability to measure the success of a campaign. Digital advertising gives us the ability to track views, engagement, click-through rates, and any number of website conversions, giving you a clear picture of your ad’s performance and ROI. Plus, for some types of video advertising, you can track foot traffic to your business’s physical location.

Types of Online Video Advertising

There are many platforms to choose from when planning your video advertising strategy, each having their own array of targeting options and placements.

1. OTT/CTV (Over-The-Top/Connected TV)
   OTT refers to streaming services delivered directly over the internet, bypassing traditional cable or satellite providers. CTV refers to devices like smart TVs, gaming consoles, and streaming boxes that connect to the internet. Advertising on these platforms allows brands to reach cord-cutters, offering a TV-like experience with the precision of digital targeting.
2. Programmatic Video
   Programmatic advertising uses automated technology to buy and place ads in real-time. These ads can appear on a wide range of websites, mobile apps, and social media platforms. Common placements include:
   • Pre-roll, mid-roll, and post-roll ads on video content sites.
   • Out-stream ads that auto-play within articles or web pages without needing a dedicated video player.
   • In-app ads on mobile games and other apps.
3. YouTube
   As the second-largest search engine in the world, YouTube offers unparalleled reach. You can choose from various ad formats, including skippable and non-skippable ads, bumper ads, and sponsored cards. YouTube’s targeting capabilities allow you to reach specific audiences based on their viewing habits, interests, and search behavior.
4. Streaming Commercials Through Cable Companies
   Cable and satellite companies are trying to keep up with the times, offer streaming commercial options that combine traditional TV ad spots with digital streaming capabilities. These ads appear on their digital platforms and apps, reaching viewers who consume content on-demand.
5. Premium Programmatic Guaranteed Campaigns
   This type of video advertising involves pre-negotiating ad placements on premium streaming services such as Hulu, Disney+, and Bally Sports. These placements guarantee your ad will appear in high-quality, brand-safe environments, ensuring maximum visibility and impact.

That’s a Wrap on Video Advertising

Online video advertising has democratized access to video ads, making it easier and more affordable for businesses of all sizes to leverage the power of video. By understanding the different options available, your marketing team can craft a strategy that effectively reaches your target audience and achieves your marketing goals.

Need help creating an impactful brand video or organizing a marketing strategy for long-term success? We can help with that!