More and more businesses turn to YouTube to advertise their products and services. I have no doubt that you have already noticed the changes in ad display on YouTube. These are not exactly a thrill for the average YouTube user, but can be a gold mine for advertisers.

In fact, a handful of recent studies can help illustrate the profound impact that online video ads now have in marketing campaigns. By briefly examining these facts and figures, we can develop a more in-depth knowledge of exactly how to better tackle and embrace this lucrative opportunity. Check this out!

The Time for Change is Now

Online advertising campaigns have always been defined by the ability to change strategies on-the-fly in what often times is defined as an increasingly malleable marketplace. The advancement of the online video advertising industry helps to illustrate this essential maxim. Some facts highlighted in a recent video ranking survey compiled by comScore ilustrate some important trends:

  • In March of 2013, more than 13 billion online video ads were viewed by approximately 182.5 million Americans. It is important to note that of the most recent census, the total population of the United States was approximately 312 million.
  • No less than 84.5% of the United States audience views online video content.
  • These ads accounted for 25.1% of all the videos viewed while only a mere 2.2% of time spent viewing online videos.

So, what do these figures truly mean?

Primarily, the simple fact that more than 13 billion video advertisements were viewed by such a large number of consumers demonstrates that individuals are more likely to be exposed to certain products or services by this medium than by newspapers, magazines or television commercials. Thus, it should come as no surprise that almost 85% of individuals view online video content in general.

While this may be entirely apparent, the fact that a staggering 25% of all videos viewed were advertisements while this figure only correlated to 2.2% of entire viewing time illustrates an important point. Online ads tend to be of a short duration, catchy, engaging and many do not need to be viewed to completion in order for the viewer to understand what is being advertised. Therefore, these should be some of the primary considerations you need to remember when designing an online video ad campaign.

Guidelines for Benefiting from this Trend

Notwithstanding the obvious fact that capitalising on such immense exposure is key to driving revenue, another important fact you need to know is that the length and format of videos also plays an increasingly important role.

For example, it has been shown that 79% of audiences watched a video up until its midpoint while a slightly less 72% allowed the video to entirely.


But more important than that is the length of these videos. More than half of all video ads run between 15 and 30 seconds while 36% are more than 30 seconds and only 13% are less than 15 seconds.

Summarily, the key to effective advertising seems to lay in the ability to actively engage the viewer; ideally somewhere between the 10 and 20 second mark.

Some of the best guidelines to capitalise on this short duration are to use memorable branding combined with graphical content that will keep your viewer interested and later on, engaged.


Putting it All Together

Understanding the importance of video advertising and the variables that influence the success of your video campaigns,  represent the key synergy that can help you drive revenue and exposure with video advertising.

And, to leave you with an extra incentive for focusing on video promotion, it has just been announced that Facebook will be incorporating as well autoplaying of video advertising for its news feeds beginning in July. This will only serve to open up yet another gigantic market for online businesses and marketing agencies to capitalise upon.

It will be quite interesting to witness the different avenues that this innovative trend will open. I’m looking forward to it! Do you? What do you think about all this?

Photo credit: Jurgen Appelo

1 comment
  1. Video advertising allows us to engage with viewers and build new customers across smart TVs, games consoles, mobile as well as the more traditional desktop users.The great thing about online video advertising is the precision of its targeting and the huge breadth of ways in which your ads can be deployed, we can target right down to gender, location and even what device the user is on.

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