Why Digital Video Advertising Is Important in Modern Ad Campaigns

If a picture is worth a thousand words, a video could very well be worth a thousand sales.
PJ Haarsma
April 7, 2021

Many sources in the past have stated that video marketing is the future of online marketing. Cisco's recent Visual Networking Index is a good example. The study predicted that global online video would account for 80% of consumer internet video traffic in 2019, increasing from 64% in 2014. In 2021 it hit 82%.

If the studies are anything to go by, then the future is already here. Most projections have come to pass, and video marketing is now at the center of every effective marketing strategy. Furthermore, viewers claim to retain 95% of what they see in a video compared to only 10% of what they read.

Entrepreneurs from all business segments are now using video as a tool to entice users across a multitude of digital marketing channels. A whopping 89% of marketers say video gives them a good return on investment, and that shouldn't come as a surprise considering the internet's insatiable appetite for video content.

If you've been wondering whether it's worth investing your marketing dollars in video marketing, you came to the right place. This article will tell you why video is essential in modern ad campaigns. But before we do that, let's quickly point out the types of videos in the digital marketing world.

Types of video content marketing

  • Explainer videos
  • Video interviews
  • Vlogs
  • Video testimonials
  • Videos of presentations
  • Video ads
  • Recordings of live streams

When done correctly, video can be a powerful way for businesses to create brand awareness in a way that's easily accessible to a large audience.  

Reasons why video is critical in modern ad campaigns

As industry experts put it, if a picture is worth a thousand words, a video could very well be worth a thousand sales. The great news about videos is that internet users widely prefer watching over reading. They will spend twice as much time on a page with a video and even browse around the site a little longer. Here are a few more reasons why video is essential in modern ad campaigns.

Video boosts conversion

Videos don't just entertain or educate your prospects they get them to convert. The State of Video Marketing Infographic by Social Media Today notes that 90% of users say video will help them make a purchasing decision. But that's not all. Videos are a real attention-getter. More marketers are using videos to explain their products, services, and business – and there's a scientific reason for doing this. 

Videos have four elements:

  • Human Faces
  • Body Language
  • Voices
  • Movement

People are wired to pay attention to these elements

In one study of online fashion retailers, those using videos on products saw a 134% boost in sales conversion.

Videos are great for SEO

Ranking on the first pages of search engine results pages (SERPs) puts a business in a strategic position to attract, educate and convert potential customers. But unless you optimize your site for search, you might never rank. Uploading a quality video on YouTube and using relevant keywords to describe it can be an effective search engine optimization (SEO) strategy. When doing keyword research, we found videos embedded in blog posts led to increased time on site of outrageous gains. It works for web searches, lead generation, pay per click, social media marketing while being delivered to your target audience.

The reason is that Google includes 82% of YouTube videos at the top of SERPs. According to Searchmetrics, 55% of all keyword searches in the US yield one or more videos blended into Google's search results. And remember, in some cases, digital video ads can pop up in standard display ads.

Furthermore, videos hold visitors to your site longer. This gives Google and other search engines the impression that your platform provides value, making it more likely to rank.

PRO TIP: Make It Unique. Creative commons videos won't cut it.

Internet users love videos

Video is practical and convenient for brands trying to connect with online traffic, as it becomes the primary means by which users browse the net. According to M Booth and Simply Measured, videos on Facebook are shared 12x more than text posts and links combined.

On YouTube, over 100 million people watch or interact with one or more videos in a week. The reason behind video uptake is apparent – users want to consume content without reading blocks of texts.

Videos build trust

Trust is at the core of any conversion or sale. Unless customers trust you, they won't buy from you. Videos are a great way to humanize your brand and build trust. They allow you to put a face and personality behind your sell sheet. Potential customers get to see the company or the people they're going to work with.

Moreover, explainer videos help customers understand how to use a product. It shows them that the product is effective and not a scam. Effective digital video advertising presents your solution in a conversational form. This creates a sense of personalized approach, which 57% of customers say gives them the confidence to buy online.

Video helps you stay competitive

Videos are great for communicating your brand message. And if you think along the lines of practicality, a precise, unique explainer video can make a real difference informing prospects about your products or services – all while entertaining.

When done right, a video can help set your business apart from your competition. If that isn't reason enough to embrace digital video advertising, then this one is. Your peers are doing it. If you don't keep up, you'll lag.

Videos appeal to mobile users

eMarketer's forecast shows that overall, 2.72 billion internet users will watch videos on their mobile devices in 2023. In the US, an average adult spends about 13 minutes accessing various video apps and digital media platforms. Most of them spend less time on TV and more time checking different applications on their phones.

This explains why many businesses are shifting from traditional marketing channels like TV to digital marketing channels (OTT). And with the ever-growing number of mobile devices used, you can be confident that your audience will keep increasing with time.

Video boosts affiliate marketing

Video content plays an integral part in driving affiliate marketing conversions and sales. As mentioned earlier, most consumers find product videos helpful when making buying decisions. Minus the video, you are losing those extra affiliate sales. In case you're wondering how to go about it, try creating videos relative to your products or services and share them with your subscribers. You can also make YouTube videos to retarget clients with other forms of advertising.

Digital video advertising is becoming more affordable. The adoption of video is partly due to technological advancements, it's easy to spread worldwide and it has a proven ROI. If you are not already using videos in your online marketing efforts, then now is the best time to join in.


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About the author:

PJ Haarsma is an author and Emmy winning producer. He has been entrenched in the world of advertising for over 30 years and is certified by MIT in data analytics.
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