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If there’s one thing that hasn’t changed in digital marketing, it’s that video still reigns supreme. As we dive headfirst into the second half of 2024, investing in online video advertising is more than just a trend — it’s a necessity for brands that want to stay relevant. Whether you’re in media, adtech, or working with agencies, understanding why video deserves a more significant piece of the pie this year is crucial for helping your clients grow in a crowded space. Let’s break down seven reasons why online video advertising is where brands should put their dollars.
1) Video is still the most engaging content type — no contest
We’re all drowning in content, and video is the lifeline. Study after study shows that video outshines text and image content by a mile, generating 1200% more shares. Why? Video can convey emotion, tell a story, and keep people hooked longer than any other format. With shorter attention spans and a love for quick, punchy content, brands must meet audiences where they are — scrolling through short, engaging videos.
2) Short-form content is the future (and it’s already here)
TikTok, Instagram Reels, YouTube Shorts — these platforms aren’t going anywhere. Short-form video is exploding, and it’s not just for dance challenges and viral memes anymore. Brands are learning how to get their message across in a matter of seconds with snackable content that sticks. Thanks to advances in adtech, targeting and optimizing these formats in real-time are more accessible than ever, making them a smart choice for reaching the right people quickly and effectively.
3) Programmatic video ads: smart, scalable, and effective
Programmatic video ads aren’t new, but in 2024, they’ll be even more powerful for video. Combining data-driven insights and automation makes delivering personalized content at scale possible. The result? Better ROI and fewer wasted impressions. As AI and machine learning continue to evolve, programmatic video ads are becoming more precise and dynamic, making them a must-have for any brand looking to scale without sacrificing relevance.
4) Video drives conversions like no other
When turning interest into action, video wins — hands down. From product demos to testimonials, video content consistently leads to higher click-through rates and purchase intent. In fact, viewers are 85% more likely to buy something after watching a video. If your goal is not just brand awareness but moving people down the funnel, online video should be front and center in your strategy.
5) Better measurement means smarter spending
One of the biggest hesitations brands used to have about video was how tricky it could be to measure its impact. But the tools have caught up. In 2024, there’s no shortage of advanced measurement solutions showing exactly how video ads drive business results — from brand lift to bottom-line revenue. Connecting video to ROI makes it easier for brands to justify (and optimize) their video budgets.
6) Your audience is everywhere, so your content should be, too
People are consuming video across multiple devices and platforms all day long. Whether they’re watching on a smart TV, scrolling through social feeds, or catching up on their favorite apps, brands need to be wherever their audience is. By investing in online video, brands can deliver a consistent message across touchpoints, helping build recognition and reinforcing key messages no matter where the consumer is engaging.
7) Find room to play and experiment
Online video offers more room for creativity than traditional formats. Want to create interactive experiences? Launch shoppable videos? Test out 360-degree storytelling? The digital video space is a playground for experimentation. Testing and quickly iterating on creative ideas allows brands to fine-tune what works, delivering better results without the heavy lifting of traditional campaigns.
Online video advertising is a must for brands wanting to keep pace in 2024. With its ability to drive engagement, deliver personalized experiences, and ultimately boost business outcomes, video is where smart investments are happening. Video will keep your brand ahead of the curve in a world where content is everywhere.