Add Video Advertising to Campaigns to Boost Engagement

October 24, 2023 |
Helen Bartkiewicz

The Popularity of Video Ads

Among the available digital advertising media types, video has been proven to be the most popular medium among advertisers, B2B buyers, and consumers alike when paired with display and native ads. As Hubspot’s 2023 State of Marketing Report shows:

Millennials in particular prefer to consume content through online videos over any other form. But still, among all generations of decision-makers 75% view work-related videos at least once a week, and two thirds of these decision-makers visit the company’s website after viewing said videos. 

Marketers have also been picking up on the success of video. Since 2020, over 90% of digital marketers have considered video advertising to be an essential part of their media mix, with 88% reporting increased ROI thanks to their video marketing efforts. 

So, what exactly contributes to video advertising’s popularity?

Prioritizing Audience Preferences Leads to Positive Results

Social media platforms – including Facebook, Twitter, Instagram, Snapchat, and more – favor video over static images and text-based ads and position them more prominently. Well-made ads in the form of a video are more appealing than short-form text, since they help potential buyers visualize a company’s product and/or service offerings in a format that is faster and easier to consume. 

Considering the continual rise in popularity of TikTok videos and Facebook reels, it’s no wonder why advertisers have shifted their budgets towards videos. Especially since, on average: 

Source: Video Marketing Statistics 2023: Latest trends and insights you need to know

Since everyone is watching more videos now than ever before, marketers continue to re-focus their efforts on video advertising. 33% of brands revealed that they will be investing in video advertising for the first time in 2023, while only 3% of brands plan to reduce their video budget. The future of video advertising remains promising. 

AdDaptive’s Video Advertising Advantage

AdDaptive is well versed in running video ads pre, mid, and post-roll across all screens and devices. Our trusted technology, along with the optimization skills of our expert account management team, deploys video ads in the most effective way, achieving an average VCR of 77% compared to the industry average of 70%. 

Our Media Type Combinations report exemplifies the success that agencies and brands have experienced by adding video to their media mix. A combination of display, native, and video yielded the highest unique account reach at 93.05%. In contrast, when video was not included there was a sharp decrease across all levels of engagement. The addition of video to the foundational media mix of display and native advertisements increases CTR and landing page engagement significantly.

Trust in AdDaptive to help you strategically organize your media type investments, to increase campaign success and overall ROI with the use of video advertising. 

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