If you put a video ad and a static image ad in an MMA cage fight, the video would have the static image in a spine-crank joint hold within three seconds flat. There’s just no denying that when it comes to digital advertising, video ads crush static images.
(If you do need some convincing, check out this Biteable A/B test that shows a video ad outperforming a still image ad on Facebook by 480% in clicks and 270% in leads.)
Okay, so we are all in agreement that video ads > static images, but why exactly is that?
Let’s consider what we are asking a digital ad to do for us. In the case of Facebook and Instagram, we are inserting an advertisement in a feed of content that a user has carefully curated. Millennial Molly wants to look at content from lifestyle influencers, not your ad.
Bottom line, your ad needs to be captivating enough that it stops the scroll and causes a user to perk up and pay attention. We know that a user can absorb information while scrolling on a mobile platform in as little as ¼ of a second, so you only get one shot at making a good impression. If a user scrolls right past your ad, it’s DOA.
An image is limited in its ability to demand attention in a feed. I mean, c’mon, it’s a static photo with static text. What did you expect it to do except sit there and look pretty?
A video ad, on the other hand, leverages constant movement to grab a user’s focus – the image itself is moving (this is a motion picture, after all), and text is animated to further draw attention to the ad and your value proposition. Everything about a video screams, “Hey, look at me!”
A user’s focus may only be drawn to the video ad for a fraction of second, but that’s all we need. This is our shot. From here, it’s the video’s job to remain as compelling as possible to hold a viewer’s attention and deliver a message that will generate action. This is in itself the other massive advantage of a video ad. While a static image can only convey a single message with text on a screen, a video can tell a short story that takes a user through a thought process which will lead to a call to action. I’d like to see a picture do that.
At Free Radical, we love creating dynamic video ads that work for you 24/7. Hit us up for a free instant quote today to see how Free Radical can help your business grow with digital video advertising.