Video ads are wildly popular because they work – and I’m not just saying that because my video production agency makes wildly popular video ads – I’m saying that because my video production agency makes wildly popular video ads.
1. Video ads – in a perfect world – like this article – are short and to the point
Video ads typically copied the standard TV formats – :60 and :30 seconds.
Now, in addition to those quickies we have :15, :06 and the famous :2.129479 second lengths.
They also come in square, triangle, hexagonal, octagonal and many other shapes for all the social channels!
I think square videos work, because according to science, it makes us nostalgic for the ‘40s when TVs were square, 9’’ x 9” and fitted in a cabinet the size of a water buffalo.
The short versions work because, according to science, people have the attention spans of goldfish!
Are goldfish the smartest fish?
Is a Guppy, Grouper or a Maine lobster more attentive and retentive than a goldfish?
Is a lobster a fish?
After years of watching TV, we’re actually conditioned to receiving messages in these compact little packages and we have a natural sense of how long an ad should be – so video ads are very accepted!
We’re also conditioned to Googling things like whether or not Lobsters are fish.
I’ll be here when you get back.
2. Video ads offer a new alternative that solves an existing problem
How many times has this happened to you…?
Well now there’s…
Set up the pain point and pitch the solution!
We’ve been writing and producing a lot of brand videos, product videos and even Kickstarter videos and they tend to follow a predictable formula… that works!
You have a problem – and we have something that solves that problem!
Set up the problem, your product’s the solution, here’s why, add in some value, humor, tech specs, differentiation and as the Brits say – Bob’s Your Uncle.
3. Video ads explain complex topics in very small packages
Copywriting is the art of condensing lots of words into just the words that matter.
Add visuals, actors or a VO, some graphics and music and you’ve got a video ad.
People will watch a short video on a topic that they might otherwise not bother reading about.
You can pack a lot into a short video, explain a complex value proposition, key differentiation and a compelling CTA all before the viewer has had time to know they’re watching an ad!
4. Video ads introduce a new product
Nobody knew it existed!
When people watch your ad they think “I didn’t know that existed – and now that I know this, I want it!”
“This product will fix everything!”
“I want it RIGHT NOW!”
5. Video ads are RIGHT NOW!
Video Ads are clickable and closer to the point of sale.
Ever watch a TV ad and scramble for a piece of paper to write down the name, website or phone number to call?
With a video ad you’re a click away from the website to email / contact / call and usually buy now!
6. Video ads grab the attention of people interested in your SPECIFIC product or service!
Ever look for a new car?
Suddenly, you’re paying attention to all the car ads online, on TV, in the paper, in magazines – on billboards.
Look! There’s Matthew McConaughey driving a Lincoln through some city streets!
One time I saw Matthew McConaughey drive by in a Lincoln at the same time as I was watching an ad of Matthew McConaughey driving a Lincoln on my phone and I went back in time – to just before the moment I saw Matthew McConaughey driving by in a Lincoln.
7. Video ads reinforce a buyers’ beliefs
Eat your broccoli, have an apple and you’ll be fine…
Coffee is good for you until coffee is bad for you…
Wine is good for you until wine is bad for you…
Chocolate chip cookies are good for you… always… all the time… no matter what.
8. Video ads entertain and Leave an Impression – for later
Viewers may not need your product now, but they’ll remember you when they do.
This is where it’s important to be clear about your value proposition.
Make the creative memorable – and make sure viewers walk away not only remembering the ad, but also who you are and what you do!
9. Video ads can be hyper targeted!
TV ads can be targeted in so much as guessing which types of people might be watching which types of shows and which times.
Video ads are targeted right down to likes, dislikes, search history, social media profiles, age, gender, sexual orientation and pretty much every other details viewers are happy to share!
This means you’re hitting the right audiences rather than shotgunning your ad at everyone!
10. Video ads increase product recognition
When you’re on line or at the grocery store and you’re like “I need some toaster waffles!”
And then there’s that certain brand of toaster waffle that catches your eye because you saw an ad for it.
Otherwise, you may have bought them on the basis of price or quantity but now you’re buying because you have some sort of connection to the brand.
11. Video ads are super shareable
When’s the last time you saw an awesomely funny TV ad and carried your TV over to a friend’s house to show it to her?
You unplugged all the cables, put the TV in an Uber and knocked on her door.
She was like “why didn’t you just text me a link.”
And you were like “do you have a power strip?”
Video sharing options are ubiquitous, across all platforms and super easy – taking your messages and CTAs with them everywhere.
12. Video ads are measurable
From attention, completion and click through rates to engagement, social media buzz and even sales – video ad results are completely measurable.
This makes it harder on the marketing team, because everything is transparent, but it makes the bean counters really happy.
- Video ads are awesome.
- If you need help writing and producing some video ads for your brand, business, startup or crowdfunding venture, give us a shout!