Moving images have become an integral part of the advertising industry and have become enormously important in recent years. Social media platforms such as TikTok and Instagram have fuelled this trend just as strongly as the increasing use of smart TV devices — and the associated attractiveness for advertising placements.
When it comes to video productions, many still think of high costs and elaborately produced image campaigns. However, this doesn't have to be the case in online advertising — especially in the social sector, since the impact of TikTok, Instagram Reels and YouTube shorts, it's important to impress with authentic and short content. The mindset is moving ever further away from long, complex productions towards User-Generated Content (UGC) in order to create approachability and reach viewers with short, meaningful sequences in the shortest possible time.
Why in the shortest possible time? Because, according to the ARD/ZDF online study 2023, the attention span of online users is constantly shrinking. Younger target groups in particular must be targeted with content that is relevant to them.
It would therefore be advisable to include the use of videos and playback on targeted platforms right from the design stage. This not only saves resources, but also creates perfectly tailored advertising materials that pick up users in just a few seconds.
However, it is not only the way in which target groups are reached, but also which target groups are addressed, that is becoming more specific. In the case of classic moving image commercials, target groups can be targeted who are currently consuming their favorite content and are therefore particularly receptive to advertising messages.
On YouTube, for example, there are users with the intention of watching specific videos. As a result, advertising on YouTube achieves above-average visibility and audibility values. The average monthly viewing time of adults in Germany is around 40 minutes and 96% of all YouTube video ads are visible according to MRC standards.
Moving images have the advantage of transporting as much information as possible within a very short period of time and drawing attention to the content. Advertising that does not exclusively use graphic and static means can convey a message as authentically and emotionally as possible that sticks in the mind. However, a product video shot in a studio or a short statement — spoken into the camera — can sometimes be enough for this. It is therefore entirely feasible to generate high-quality video content using simple resources, particularly in the context of short advertising formats. This also enables an optimized allocation of the budget between production and media planning, which in turn has a beneficial effect on the cost-benefit ratio.
In order to be able to correctly convey the desired message of a video, for example in banner format, it is important to have a partner who can think holistically of an advertising campaign and take charge of video production himself. “Everything from a single source” is often the wish of marketers. It is particularly important to be able to react to external circumstances as quickly and flexibly as possible. Our world seems to be turning ever faster and what may have been hot yesterday may no longer be relevant tomorrow or may even be politically incorrect.
The solution for this is video productions that can react quickly and individually to the corresponding goals and wishes of the target group. adlicious also offers agile in-house video production in order to offer our customers a holistic package that can be flexibly adapted at any time.
