Advertising videos: the standard in display ads
Why you should use display for video ads?
Another benefit is that web ads give advertisers more reliable and specific data on viewing time, number of views, audience type, engagement of viewers and more when compared with a TV ad or screens in public spaces. With these statistics, it’s much more easier to refine the audience you want to reach as well as the device (computer, tablet, mobile devices, etc.)! This explains why video display ads are an attractive and growing segment on the web. Video marketing (interactive photos and animation in general) has seen the largest budget increase among online advertising media, as proven by the many advertisers opting for this high-performing medium. When it comes to both B2B and B2C target audiences, advertising videos are still very useful because you can use an engaging, interesting tone no matter what message you want to share or what goals you’re trying to reach with your campaign.
How to use video in display ads for your company?
When you compare them to advertorials, native advertising, graphics, text or static visual banners, video display ads push the limits of creativity and make it possible for your campaign to share high value added content. Creating a company presentation or marketing video, a video tutorial or even a customer testimonial video will help you reach many different objectives through a video display ad: you’ll improve both notoriety and visibility, further strengthen your brand image, increase website traffic and sales along with it, build customer loyalty and so much more. The advertising video format is available on most platforms and advertising networks like Google Display, YouTube and mainstream media. Producing quality advertising videos gives you the opportunity to share them with the audiences that you need to reach in order to attain your sales objectives. With Pitchy, an intuitive and effective video production solution, it’s easy to create powerful videos and adapt them for all types of advertising channels.
92%
of users who watch a video on their mobile will share it.
Write a script or a storyboard
This should include:
- the format: is it an animated video? A teaser for an event?
- the sequence of the video, the different sequences that will follow one another,
- the appearance of the text: the names of the advisers, for example, or the key words to remember, the figures,
- the soundtrack, which you can choose via an online video editing tool,
- subtitles (important so that the video can be played without the sound),
- the voice-over (be careful to limit the number of personalised elements: for example, it is not advisable to have a voice-over say all your customers’ first names), motion design.
Customise your video advertising with an online creation tool
Then, thanks to a video platform accessible to all, you can choose a template, which can of course be adapted according to your colour code and your graphic identity, and even draw some shots. It is recommended that these templates include your logo, or another graphic element that characterises you, so that the content is immediately identifiable.
The personalisation will include other elements, such as the choice of music, text font, tone of voice, voice-over selection, etc.
Broadcast your video advertising on different channels
Once the personalised video is ready, it will have to be broadcast, added to different channels, two of which are the main ones
On social networks : Before broadcasting your video ad, think carefully, put yourself in your target's shoes: which social networks do they use the most? In fact, do they use social networks a lot? For example, if your target is under 25, it would be more relevant to invest in Tik Tok and Instagram. On the other hand, if your audience is more B2B, you should prioritise LinkedIn.
Via a newsletter: You probably have a prospect base. Within this base, it is often necessary to segment: according to the different products or services you offer, according to the interest of the prospect concerned,... With video software, you can create and adapt your video advertising according to the target, and then prepare adapted newsletters.
Today, many marketing teams collect what is known as data (notably via forms, and with the consent of customers and prospects of course), a set of information about your customers that enables you to adapt your communication strategies. Thus, it is possible to produce personalised videos, with visuals and messages adapted to the recipients. Depending on the information you have collected (type of subscription, previous orders, first name, last name, age, gender, interests….), the person will receive content that meets their personal expectations. If we take the example of a bank: a person exchanges with an advisor about an investment project or a financial operation. With the data collected, you can send this person a personalised video that summarises their request and provides them with appropriate solutions.
- ROI: 7 key benefits of video product presentations
- Strategy: When to use a product presentation video?
- Trends: Prerequisites and successful formats to present your product
- Decoding: The challenges of corporate communications
- Trends: Corporate communications formats and themes
- Strategy: 5 ways to use video to reinvent your corporate communications
- Set the objectives
- Think about your messages
- Know your audience
- Anticipate the distribution
- Set a duration
- Speaking to the camera or voice-over
Emmanuelle Leduc, Head of Project Contributions and Deployment at BNP Paribas 
Olivier Pottier, Head of Education at Orange 
Delphine Gloux, Project Manager & Designer / Innovation Lab at IT-CE - Complete demo
- Examples of customer video creations
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