6 Tips For Creating Video Advertising That Works

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Learn the Best Practices Of Making Engaging Streaming and OTT Ads

Over-the-top (OTT) video advertising has become one of the most effective tools for capturing audience attention, creating brand awareness, and driving conversions. With consumers spending more time watching online videos than ever before, brands have a unique opportunity to leverage video ads to hit their revenue goals.

However, not all video advertising is created equally. To truly succeed, you need to create ads that not only captivate viewers but also motivate them to take action. In this blog, we’ll share some tips and best practices for creating streaming video advertising that drives real results.

Today’s Video Advertising

Video ads come in a variety of formats, each offering distinct advantages depending on your marketing goals and audience.

OTT Video Advertising

OTT ads are delivered via streaming platforms and devices like Roku, Amazon Fire TV, Apple TV, and Connected TV (CTV). Although the terms OTT and CTV are sometimes used interchangeably, it’s important to remember that OTT refers to the method of delivering ads whereas CTVs are the devices ads appear on.

The primary intent of OTT video advertising is reaching “cord cutters,” viewers who consume content over the internet rather than through traditional cable or satellite services. OTT ads are typically served during streaming TV shows or movies, and they allow advertisers to reach a broad yet targeted audience. Unlike traditional TV commercials, OTT ads can be targeted to audiences based on geographic location, device information, and demographic data.

Streaming Video Advertising

Streaming ads are similar to OTT ads but are delivered across different digital platforms like YouTube, Hulu, and other streaming services. These ads appear before, during, or after shows, short videos, and movies. Streaming video ads can be skippable or non-skippable, and they provide brands with opportunities for high visibility, especially with pre-roll (ads that play before the video) and mid-roll (ads that play during the video) placements.

Social Media Video Advertising

Social media platforms like Facebook, Instagram, TikTok, and LinkedIn offer video ad formats that appear in users’ feeds, Stories, or Reels. These videos reach specific demographics based on the platform’s targeting options. Social media video ads are typically shorter in length and optimized for quick, attention-grabbing engagement.

In-Stream Video Ads

In-stream video ads are typically short ads that play before, during, or after a video on platforms like YouTube, Vimeo, or social media channels. These ads are often highly targeted and can be effective at capturing viewers’ attention, especially if placed in high-traffic videos.

Display Video Ads

Display video ads combine video content with display advertising placements, usually in the form of banner ads with embedded videos. These ads appear on websites and apps as part of a user’s browsing experience, allowing brands to showcase dynamic content.

Tips and Best Practices For Creating Video Ads That Work

Creating engaging video ads that drive conversions requires strategic planning, creativity, and a focus on your brand’s messaging.

Create a Compelling Story That Represents Your Brand

Everyone loves a great story. Rather than solely focusing on selling a product, create a narrative that resonates with your target audience and reflects your brand’s core values. Whether it’s showcasing how your product solves a problem or sharing a customer success story, your video should draw viewers in with an emotional hook and make them feel connected to your brand.

Pro tip: Keep the story authentic and aligned with your brand’s voice and tone. Avoid overloading the video with sales-heavy messaging. Instead, let the story organically lead viewers to your product or service.

Plan Your Pre-Production

Successful streaming video advertising starts long before the cameras start rolling. The pre-production process involves careful planning and scripting to ensure you have a clear direction and goal for your video.

  • Develop a script: Scripts are the foundation of video advertising. Your script should include concise, engaging messaging that aligns with your brand’s story and objectives.
  • Storyboard: Map out each scene of the video to visualize how the script will come to life. This will help foster a smooth production and post-production processes while minimizing on-set complications.
  • Identify a call-to-action (CTA): Ensure your video has a clear and compelling CTA. Whether it’s directing viewers to visit your website, make a purchase online, or sign up for more information, a direct and actionable CTA helps motivate viewers to take action.

Pro tip: You’re only as good as your script! Invest time in the writing and planning stages to ensure your video flows well and effectively conveys your message.

Target the Right Audience

There’s a reason why animated features are marketed during children’s programming and why beer and hot wings get pushed during football games. It’s called knowing your audience.

No matter how well-produced your video ad is, it won’t be effective if it’s not reaching the right people. For best results, tailor your video ad to the demographics, interests, and behaviors of your customers. Most platforms have robust targeting features that allow you to fine-tune who’s seeing your ad.

Pro tip: Use data-driven audience segmentation to personalize your video ads. For example, create different versions of the same ad tailored to various age groups, locations, or interests.

Use Professional Equipment For High-Quality Content

Production quality affects how your audience perceives your video ad. Low-quality visuals or sound can be distracting and make your brand appear unprofessional. Investing in professional-grade equipment or hiring a production team ensures that your video ad looks polished and high-quality.

Proper lighting and crisp, clear sound make a world of difference in the overall production value. Use at least 1080p resolution to ensure the video looks sharp and clear on all devices.

Quickly Capture Attention

Attention spans are short, especially online. The first few seconds of your video have to grab the viewer’s attention. Whether it’s a captivating visual, an intriguing question, or an emotional moment, starting with a strong hook helps engage viewers and keep them locked in.

Pro tip: Capture attention within the first five seconds of the video. Viewers should immediately know what the ad is about and why they should continue watching.

Keep It Concise

Although there’s no universal rule for video length, shorter ads tend to perform better, especially on social media and streaming platforms. Keep your ad between 15 and 30 seconds for platforms like Facebook, Instagram, and YouTube. However, longer OTT ads can work well on other platforms, depending on the message.

tip: Remember, less is often more when it comes to keeping your audience engaged.

The Bottom Line About Video Advertising

Creating engaging streaming video advertising that drives conversions takes careful planning, creativity, and a focus on quality. By crafting a compelling story, targeting the right audience, and following best practices, you can produce video ads that capture attention and encourage viewers to take action.

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