The internet is saturated with video ads. So how does it stand out?


Video ads are one of the best ways to engage with your target audience and improve your brand’s visibility. You can use the audience targeting features to make sure you’re only talking to people who qualify as leads. You can use a combination of images and audio to present your case. And if you do things right, you can reap the rewards of a massive return on investment (KING).

But here’s the thing: Most marketing and advertising companies already realize the power of video ads and are making the most of them. This is why the Internet is currently full of video ads. Wherever you look, from app stores to content platforms to certain streaming services, video ads are taking over and consumers are getting more and more fatigued.

Video ads are still a valuable strategy, but if you’re not careful, your ads could dissolve into the ether, blending into the background like unintelligible white noise. Your customers will be desperate to skip your ad and your message will be lost.

So what steps can you take to make your video ad campaign stand out in this too saturated landscape?

Know your audience

Your first step should be to get to know your audience. Within this there are two big priorities: choosing the right audience to target and creating a message that resonates with them.

When it comes to choosing an audience, you likely already have some data here. Do you have customer personas that capture the demographics and dispositions of the people you want to target? If so, are you sure these are the best market segments to go to? You will also need to consider the buying cycle, your sales funnel, and the role of customer intent when developing your ads.

Next, you need to get to know those people so that you can write better messages for them. What are the values ​​of this demographic? What is important to them? What benefits will be considered most valuable and what are your main concerns? It’s hard to pack all of this into a single video adbut the more you understand the better.

Know your competition

It’s also worth getting to know your competition. Who are the companies currently creating and promoting video ads in this space?

This can help you in a number of ways. First, you will learn the common techniques used to target your shared audience. You can deepen your understanding of your target demographics and provide inspiration that you can use to refine your own approach.

Second, you will learn what not to do. If you are making a carbon copy of a competitor’s ad, or if you are simply following the latest trends that everyone else is following, your ad will look the same as everyone else. Instead, think of a way to stand out; the newer your ad, the better.

Hire Professionals

Make sure hire a team of professionals to do videography work. If your video looks like it was produced by an elementary school student, or was shot with a 1999 camera, people won’t take it seriously.

A team of professional people will have the necessary equipment for professional production and help you put together a script, a filming location and a polished final product. This can make a mediocre video exemplary.

As for how to hire these professionals, it is up to you. If you plan to shoot a lot of commercials and create video content in the future, you could hire full-time videographers. Otherwise, you can hire freelancers or work with a marketing agency.

Create something new

Remember when I told you that novelty and originality were important?

There are several ways to make yourself unique, such as:

  • Novel scenery.
  • Unique music.
  • Playful humor.
  • A different tone.
  • Unusual stylistic choices.
  • A surprising message.

Your selections here should depend on the nature of your brand, the nature of your competition, and the preferences of your audience. But the most important thing is to find something that sets your ad apart from other video ads.

Understand your platform (and the potential)

Different types of video platforms. They require different approaches, so learn about the platforms that will work best for your brand and optimize your content for them.

For example, if you advertise on YouTube, you will have the option of running different types of ads. Ads that can’t be skipped will play no matter what, but audience engagement is not a guarantee, so you’ll need to make sure your content is on point. Skippable ads can be skipped after 5 seconds, so you’ll need to make sure those first few seconds are as engaging as possible. And buffer ads need to be much shorter so they will only work for certain types of messages.

Optimize the first few seconds

No matter what type of ad you’re running or how long you have to work, it’s important to optimize the first few seconds of your video ad to grab your audience’s attention. If those first few seconds don’t have a huge impact, your viewer is likely to skip the ad or stop paying attention, neither of which is good for your bottom line. At worst, they may leave with a worse impression of your brand.

Give your viewers a memorable hook – something interesting, entertaining, or surprising that sets the tone for your entire ad. For example, you can display a series of colorful images showing the use of your product, or have a charismatic spokesperson highlight the main benefits of your brand.

Keep it concise

Even if you have a few minutes to work, your messages should be concise. Only include articles if they are vital to better understanding your product or brand; if they are unnecessary or peripheral, it is likely that they can be cut. Most video ad viewers don’t have the patience to put up with superfluous details.

Show the benefits

If you are showing a product or service, the best thing to do is show the benefits. What can someone gain by visiting your site or buying your product? Can they save money? Will any aspect of your life get easier? Make this obvious and prominent; ideally it should be the main focal point of your video.

Add something valuable right away

It’s also important to give your viewers something valuable right away, even if it’s a small thing. For example, you could provide them with a fact or statistic that they did not previously have, something that can help them in their daily life or in their career. Alternatively, you can offer them a free gift or an exclusive discount; These incentives almost always keep people on the lookout.

Don’t forget to try

Finally, don’t forget to test your work. You may have created a video that is concise, especially powerful in the first few seconds, and brilliantly aimed at your audience, but that’s still not a guarantee that it’s going to land. There may be small details that affect its effectiveness, or you may not understand your audience as well as you think.

The only way to know for sure that a video ad is effective is to test it in a live environment. Try different versions of it with similar pockets from your audience and see which version works best. Spread it out on different channels and see if it works better on some than others. The more data you collect, the better.

You are unlikely to master the art of video advertising overnight. No matter how much creativity you invest in this endeavor, or how much research you do ahead of time, you will still have to gradually evolve to make your efforts more successful. And with so much competition you are currently facing, it could be months before you get the results you want.

Nate nead

Nate Nead is the CEO and Managing Member of Nead, LLC, a consulting firm that provides strategic advisory services across multiple disciplines, including finance, marketing, and software development. For more than a decade, Nate had provided strategic guidance on M&A, equity acquisition, technology, and marketing solutions for some of the best-known online brands. He and his team advise Fortune 500 clients and SMBs alike. The team is based in Seattle, Washington; El Paso, Texas and West Palm Beach, Florida.


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