Digital advertising – video vs static

Digital advertising – video vs static

One of the earliest marketing lessons talks about market ‘saturation’. Usually, market saturation means success. But what about when it comes to digital advertising? In this case saturation has led to digital ads becoming ‘white noise’ or wallpaper to consumers.

Good business understand that an online presence is critical, however it’s a different story trying to stand out in amongst all the noise.

As humans, we are all very visual, but static visuals are no longer enough. Animation and video are evolving daily, and businesses need to grasp the mettle on this. Think about it – how often are you online and an advert pops up? Recent stats have suggested a consumer can see anything between 4000 and 10,000 ads PER DAY. Can you remember even the last 3 you saw online? If you can, we’re impressed! But it does demonstrate that with a high volume of ads online, it reduces their value and impact. And ultimately, leads to an ad campaign fail.

Here’s where video steps in. The shift from static to video is a great opportunity for businesses to raise their game and have an impact on consumers viewing their ads. Consumers are far more receptive to video – just think Tik Tok and how that has exploded onto the scene.

It’s stat time again….

Research from Biteable has revealed that;

  • 60% of businesses use video as a marketing tool.
  • 50% of marketers who use video have done so for over a year.
  • 36% of marketers make videos a few times a week, while 14% make videos every day.
  • Video ads generated over triple the leads when compared to static images and generated 25% more impressions.

These stats reveal the way that advertising is heading. However, does that mean the end of the static ad? Not necessarily.

Static ads and video can co-exist, but it needs to be executed effectively. Yes static ads are far easier to create and cost less in terms of time and production. But these ads don’t have the same impact as video.

Social savvy

Think about the rise in popularity of video on social channels – YouTube, Facebook, Tik Tok and Instagram. The socially savvy know that videos get better reach and more engagement with their audience.

The videos are only bite-size, but their impact is significant – especially with the younger generation who look for instant gratification. If they like the short ads, they’re more likely to then commit to becoming a customer. It’s rather like laying a trail of breadcrumbs for them to get them to the point of purchase.

YouTube created a six-second video for marketers so this, coupled with the fact they are one of the most influential platforms for video, has propelled them to the forefront of video marketing as it’s achievable for many businesses.

Instagram stories is another great development. And where they started, others quickly followed. It gives marketers a way to use video without the high production cost that can often be prohibitive. It’s a great success story for Instagram – half a billion people use stories daily and one third of the stories being viewed is being created by businesses. Instagram has managed to create communities in various industries which helps to build trust with consumers who want to feel part of a brand as well as ensuring it reflects their own values. If these aren’t reasons to start on insta stories, we don’t know what is!

Small steps

If you’re still struggling to creative video ads, then start small. Creating an animated ad is a great starting point. We would love to support you on this by focussing on a particular element of your brand or offering that will start you on the journey to video ads.

Digital advertising is moving at a fast pace, and we want you to keep up and ensure your brand stays at the forefront of your industry. Get in touch today to see how we can help you breathe life into your online advertising.