What are video ads?
Video banner ads, also called in-banner video ads, are ads that show a video within a standard banner ad size. These units are often expandable to give the video more surface area to play in, but this isn’t always the case.
As with all banner ads, it’s important to think of the user and ensure that your video ad enriches, rather than interrupts, their internet session. Google has the definitive guide on the rules and specs of video ads here, but it’s important to note that all video interactions are initiated by the viewer and as video ads can have a higher file size, video ads are not served to mobile users. If you’re looking to target mobile users as well, this means that you’ll need to have a backup creative—maybe an animated HTML5 ad!?—for those customers.
The Benefits of video ads
Video ads are a great format to include in your media plan. According to a consumer psychology study, 62% of marketers say that video advertising increases engagement and ROI by more than 40%. Videos are also very easily repurposed into assets for other components of your digital campaign. As video ads offer another—often more effective— way for your brand to leave an impression in the mind of your consumers, it also helps that video ads are easier to share and more likely to create a viral buzz. Especially when you consider that 4 billion video ads are seen on Youtube alone every day!