Video Ads vs Display Advertising. What’s the best option?

Whether video ads are better than regular display ads for generating brand awareness depends on several factors, including the target audience, the product or service being marketed, and the marketing goals. Both video and display ads can be effective in generating brand awareness, but they each have their own strengths and weaknesses.

Video ads are often more engaging and can be more memorable than display ads, as they provide a dynamic and immersive experience for the viewer. They can also convey more information in a shorter amount of time compared to display ads, making them well suited for complex products or services. Additionally, video ads can evoke emotional responses, which can be particularly effective in building brand awareness and loyalty.

On the other hand, display ads are often less intrusive and can be more easily integrated into the user experience. They can also be more scalable and cost-effective, especially in terms of reach, as they can be displayed on a wide range of websites and platforms. Display ads are also easier to test and optimize compared to video ads, which can make it easier for marketers to improve their performance over time.

The best duration of a video ad for click performance will depend on the specific goals of the ad campaign and the target audience. However, there are some general guidelines that can help ensure optimal performance.

For most video ads, it’s recommended to keep the length under 30 seconds. Shorter videos are more likely to be watched in full, which can help increase engagement and lead to higher click-through rates (CTR). Research has shown that video ads between 15-30 seconds tend to have the highest CTR and engagement rates, making this a good starting point for most campaigns.

However, for certain types of products or services, longer videos may be necessary to effectively convey the key features and benefits. In these cases, it’s still important to keep the video as concise and focused as possible, while ensuring that all relevant information is included.

In terms of pre-roll video ads, which appear before online video content, the best duration will depend on the length of the content being watched. For shorter content, such as 30-second social media videos, a 15-second pre-roll ad may be optimal. For longer content, such as full-length movies or TV shows, a 30-second or longer pre-roll ad may be more appropriate.

Ultimately, the best way to determine the optimal duration for a video ad is to test different lengths and analyze the results. This will provide valuable insights into the performance of the ad and help inform future ad strategy.

The choice between video and display ads will depend on the specific needs of the brand and the marketing campaign. Both types of ads can be effective in generating brand awareness, and the best approach will often involve a combination of both, with each being used to complement the other. For example, video ads can be used to introduce a brand or product, while display ads can be used to reinforce brand awareness and drive conversions over time.