Introduction
Video advertising is one of the fastest growing digital marketing channels today. By 2024, video ads are projected to account for over 80% of all internet traffic (Source 1). But as video consumption continues to rise, consumers are getting annoyed with disruptive, interruptive video ads. This is why many brands are now shifting their video marketing budgets towards native video advertising.
Native video ads blend seamlessly into the surrounding content experience rather than interrupting the user. This results in higher attention, engagement, and conversion rates compared to traditional video ad units. In this complete guide, we’ll explore what native video advertising is, types of native video ad formats, benefits, best practices, and real-world examples of effective native video ad campaigns.
TL;DR
Native video advertising refers to video ad content that matches the natural form and function of the surrounding media experience. This seamless, non-disruptive approach captures viewer attention better than conventional pre-roll or mid-roll video ads.
Overview of Native Video Ad Types
There are several common native video ad formats brands can leverage today:
- In-feed native video ads appear directly in social media feeds and content streams alongside organic posts. For example, Facebook and Instagram video ads displayed in the news feed are native to the platform.
- Sponsored branded content videos take an educational or entertainment-focused approach to organically align with the surrounding context. Brands partner with publishers or influencers to create native-feeling video assets.
- Recommendation widgets with integrated video incorporate branded video content into on-site recommendations designed to match the user’s intent.
- Interactive native video ads allow customizable video experiences where viewers can select their preferred format or storyline. This creates a more engaging, personalized experience.
Benefits of Native Video Ads
Why should brands shift more of their video marketing budgets to native video ads? Here are some of the top benefits:
- Higher view rates and engagement: Native video ads see significantly higher view-through rates, completion rates, and overall engagement vs traditional video ad units that interrupt the user experience.
- More seamless user experience: Native video ads don’t disrupt the consumer journey, allowing for more seamless viewing and a better brand perception.
- Brand safety: Native video ads let brands produce their own assets and controls the surrounding content environment for greater brand safety compared to user-generated platforms.
Best Practices for Creating Effective Native Video Ads
Here are a few best practices to ensure your native video ad content succeeds:
- Align video content with platform and audience - Tailor creative approach, length, and messaging to align with each platform's audience and content style.
- Ensure proper length and aspect ratio - Follow platform-specific requirements to keep videos short, engaging, and optimized for different devices.
- Include strong calls-to-action - Give viewers clear direction on their next steps to drive conversions.
- Leverage interactive elements - Add hotspots, quizzes, or choose-your-own-adventure formats to boost involvement.
- Track engagement metrics - Monitor view-through rate, completion rate, clicks, and other metrics to optimize efforts.
Case Studies of Top Brands Using Native Video Ads
Global footwear brand X launched a native video campaign on Facebook and Instagram focused on their new yoga collection. The short-form, social media-optimized videos generated 200 million views and a 9% increase in sales of the new yoga line (Source 2).
Non-profit organization Y created a native video content partnership with a top publisher in their space. The branded video series earned over 5 million views and a 16% boost in donations compared to traditional video ads (Source 3).
Conclusion
As video consumption continues to rise, native video ads present a smart way for brands to capture viewer attention and drive results. By blending seamlessly into the surrounding content, native video ads offer higher engagement, brand safety, and conversion potential compared to disruptive traditional video ad units. Following best practices and tracking performance will allow brands to get the most value out of this emerging ad format.
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