Video Advertising

engage the right audience

It’s never been easier to entertain, intrigue, and engage your ideal connections.

Video advertising works. Videos are shared more than any other digital content format, with twice the message recall of traditional TV and cable. The key to unlocking all that potential lies in producing great content, leveraging a strategic combination of video tactics, targeting your audience, and tracking your results. At enCOMPASS Agency, we can help you make the most of your existing video or plan and execute new productions.

what is video advertising?

Video advertising is made up of three main elements:

Advanced TVAdvanced TV

Advanced TV is the umbrella term that refers to several forms of streaming programming—pretty much any type of TV programming that isn’t broadcast, satellite, or cable TV, watched on a traditional set. Advanced TV allows advertisers to show their ads to “cord cutters”, as well as to more targeted and engaged individuals than regular TV. Reporting is also improved over traditional TV, and advertising is much more affordable!

Some specific forms of advanced TV include:

  • Connected TV (also referred to as “Over-the-Top” or “OTT”): Think of connected TV as using your TV to watch content through over-the-top TV devices (like Roku, Firestick, etc.), smart TV apps, or gaming consoles.
  • TV Everywhere: TV Everywhere refers to the ability to watch TV everywhere and anywhere via login-required streaming apps, such as watching HBO GO on a tablet.
  • Video on Demand (VOD): Video on demand is any video content watched AFTER its official release date or original air date and time, through a cable provider’s on-demand menu.

Pre-RollOnline Video

Pre-roll is an online video advertisement that automatically plays before a user-selected video. Mid-roll is an online video advertisement that automatically plays in the middle of a user-selected video. Video Advertising is served through both mobile and desktop devices. These ads are commonly 15, 30, or 60 seconds long.

YouTubeYouTube

YouTube ads are served to your target market and autoplay before a user‑selected YouTube video. Users must watch 5 seconds of the ad before they can hit “Skip Ad”.

why video advertising?

TV viewership is not what it used to be. Video advertising is now essential for your message to reach 40% or more of your audience. Other reasons to consider video advertising include:

  • In 2022, over 80% of global internet traffic will come from video streaming and downloads.
  • 85% of the U.S. internet audience watches videos online.
  • Video advertising gives you an opportunity to 'talk' to your potential customers with highly targeted video ads (15, 30 or 60 sec. long).
  • 88% of video marketers reported that video gives them a positive ROI.

Video Viewership Chart

high-impact video advertising

With video consumption on the rise, your video advertising strategy matters more than ever. Advanced TV is a popular choice for video advertisements, and it can certainly play a part in your TV strategy, but a combination of strategic video tactics will deliver your message to a larger and more targeted audience. You’ll need to consider:

  • YouTube is watched by 84.2% of U.S. digital video viewers.
  • Online video (pre-roll/mid-roll) allows for more robust targeting through enhanced programmatic buying options.
  • Traditional TV viewership continues to trend downward, with online video forecasted to overtake the market by 2024 (see chart below). To best reach your audience a strategic mix of broadcast, cable and online video tactics is key.

TV Viewership Chart

Note: pay TV viewers are those with a subscription to traditional pay TV services; excludes IPTV and pure-play online video services (e.g. Hulu, Netflix, YouTube, Sling TV); non-pay TV viewers are those that have canceled their subscription or have never had traditional pay TV services; includes cable, satellite, telecom/fiber operators, and multiple systems operators (MSOs)
Source: eMarketer, Feb 2022

video advertising with enCOMPASS

Thanks to our Interactive Marketing Intelligence®, we’re able to target, track and optimize viewer engagement like no other digital ad agency can. Our approach to video advertising includes:

  1. Crafting unique, in-depth targeting options for each client campaign using hundreds of data sources
  2. Implementing a programmatic approach to video campaigns
  3. Optimizing ads around Cost Per Completed View (CPCV) and/or Cost Per Activity (CPA)
  4. Providing you security & peace of mind against spam, unsafe, & otherwise low-quality impressions

We don’t 'buy' programs or stations; we follow your customers in your target market—regardless of what site they are on, what day it is, or even what time it is. We then track the effectiveness of this targeting by measuring what happens on your website after your ads are seen. For retailers, we can even measure foot traffic attribution!

It's time to diversify your media buys with video advertising. Let enCOMPASS Agency do all the work—strategize, implement, track, and optimize—on your behalf. Contact us to get started today.