How video ads can help you increase your brand awareness
In this post we’ll look at how video ads can increase your brand awareness and help you build a brand that consumers trust.
Table of contents
What is brand awareness?
Before we talk about brand awareness video ads, let’s take a step back for a moment and ask: what is brand awareness? The term speaks for itself. How “aware” are consumers of your brand?
Increasing brand awareness is an important step, as it allows you to create a positive ripple effect for your business.
The more you make yourself known to your target audience, the more they will know who you are, what you stand for, and the more likely they will be to buy something from you. In turn, they will tell their friends and acquaintances to do the same. Before creating marketing materials that increase brand awareness, you need to be sure you know what you want to stand for, the values you want to pass on, and who you want to address.
Effective brand awareness means that the way you pitch your content should be so distinctive that it leads people to identify it as yours.
Brand awareness makes your target audience choose you over your competitors by researching, gathering information, reading reviews, comparing, and so on. In the end, the decision is made based on brand acceptability and trustworthiness.
Let’s look at some data about the aspects a consumer considers when they make a purchasing decision:
- 46% of consumers surveyed say they would pay more for brands they trust.
- Using a distinctive color can increase brand recognition by 80%.
- It takes about 50 milliseconds (0.05 seconds) for people to form an opinion about your website.
- Consistent brand presentation has seen a 33% increase in revenue.
- 66% of consumers think transparency is one of the most attractive qualities of a brand.
- 64% of consumers worldwide said they would buy from or boycott a brand solely because of its stance on a social or political issue (source: Oberlo).
In short, it’s no coincidence that 89% of marketers say that brand awareness is the main goal.
Brand awareness: can video ads help?
As we’ve mentioned many times, video is one of the most powerful tools in the world of marketing. This does not change when we talk about brand awareness.
According to Kantar’s Multichannel Brand Impact study, native brand awareness video ads have a greater impact on brand preference and consideration than social or video platforms. Fifty-nine percent of study participants who received brand awareness video ads expressed a preference for a certain brand, compared to 50% for exposure to social platforms and 51% for exposure to video platforms.
Not surprisingly, a study by eMarketer forecasts that digital ad spending in the United States will reach $270 billion by 2023, and video plays a significant factor: more than half of marketers cite video as the most valuable ad format ever.
Brand awareness improved 26% by adding video ads into the marketing mix. Video ads continue to prove valuable to brands, especially as TV dollars are shifting to digital, said Adam Singolda, CEO and founder of Taboola.
What are the benefits of brand awareness video ads?
Internet users spend an average of six hours of their time online, half of which is spent watching videos (source: We Are Social). This fact has led companies to invest more in video ads. Ninety-two percent of potential B2B consumers watch online videos before making a purchasing decision.
But now let’s look at the benefits of creating brand awareness video ads.
Customers prefer to watch videos
The number of people watching videos on cell phones has increased exponentially in recent years, as users can watch videos anywhere. That is why the percentage of mobile users who watch video ads on their devices is higher than those who watch ads on TV.
For example, more than 4 billion videos are watched on YouTube. And the number doubles every year (source: YouTube).
So if you want to reach a wider audience, investing in quality brand awareness video ads may be the solution.
Video ads increase conversion rate
When it comes to increasing conversion rates, video ads offer quick and impressive results. Studies have found that the chances of customers buying a product increase by 35% when a brand uses video ads for marketing (source: Instapage.com).
Another report stated that a business site with video ads can experience up to an 80% increase in conversions. This is because videos provide a better view of your brand through a clear demonstration, thus converting most leads into potential customers.
According to a survey, about 90% of customers admitted that when they buy a product, video ads help them make a purchase decision, while about 74% of users who watch a product video actually make a purchase (source: invideo.io).
Videos are “easy to digest”
It is said that “a picture is worth a thousand words.” But video is also a better way to communicate your message.
Captivating video ads will more easily help you engage your target audience.
Adding video to your website can significantly increase site performance, including for lead generation, click-through rates, and conversions.
Videos make it easier to understand processes and procedures even after they have only been viewed once, as well as increasing retention, and most importantly, potential customers respond to visual elements much more quickly than to text.
Efficient for Search Engine Optimization
Needless to say, Google favors video content because it owns YouTube.
In addition to Google, other search engine companies also prioritize video content and feature sites with video ads higher on the rankings page. It has been found that landing pages with quality videos posted on them are 53 times more likely to be displayed on the first page of Google’s search results.
Therefore, creating brand awareness video ads and sharing them on your company website increases the chances that your target audience will come to your website when searching for related information.
Video ads improve trust and brand awareness
High-quality video ads are the best way to increase trust and brand awareness. One study shows that if a customer finds your video ads appealing, their chances of buying the product increase by 97%. Even if they do not purchase the product, their awareness about your brand increases by 139%.
In the past, companies used television commercials to promote brand awareness.
Today, online video ads are being used to serve the same purpose. In fact, video ads help you build an even more connected and trusting relationship with your customers. Video marketing helps build consumer trust. After seeing the product on video with their own eyes, they are not afraid of being scammed. Therefore, they make their online purchases with confidence.
Video marketing is a profitable investment
Marketing strategies involving video ads are a profitable long-term investment.
But once video ads hit the site and social media, the increase in conversions would reveal a good return on investment (ROI).
The advanced technology available in mobile phones has made it even easier to produce excellent videos, so this proves to be extremely efficient and cost effective with an even higher ROI.
Video ads take less time
In this fast-paced world, people don’t have much time to read long product descriptions. Instead, they would prefer to watch a quick 3-minute video demonstration that may convince them to make a purchase.
Because video ads fully utilize audio and visual elements, they appeal to multiple senses, making them easy for the user to understand. This is why people prefer them to lengthy blog posts, articles, and product descriptions that have been written for promotional purposes.
Videos are more informative
With the help of video ads, you can provide more information to potential customers in a shorter period of time than text or other conventional branding techniques.
Because videos are more engaging to our senses, users can get much more information when you visually show the product and explain its features at the same time.
Videos are more popular on social media
Social media users like to share content they find interesting. Videos are among the most shared forms of content on digital marketing platforms.
Any video approved by a wider audience goes viral on social media channels in no time. This is the peak of the importance of video ads in your marketing campaign. Considering the growing demand for video content, social media platforms have added the latest video posting features such as Twitter’s Periscope, Facebook Live, Instagram Live, etc.
When creating a video ad, just remember that the content of your video should be unique, entertaining, and informative.
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