Reach Solutions
Vicki Barlow
13 February 2024
5 min. to read

Ready to bring your digital display advertising to life with video?

You understand how digital display advertising works and you’ve seen the results – now imagine using video in your next campaign – this combination will make your campaign pop!

The eye-catching banners and graphics of digital display adverts have become the backbone of business promotion, seamlessly blending into the digital landscape and capturing the attention of your audience across various platforms.

The beauty of digital displays lies in its ability to convey your business message with arresting visuals, concise copy, and strategic placement. Whether it’s a static image, a carousel of products, or an interactive advert, digital display ads are your digital billboards, beckoning customers to engage with your business in the busy online marketplace.

Now, let’s shift our focus to the rising star of the marketing world – video. With the explosive growth of video content across social media, websites, and streaming platforms, it’s clear that video isn’t just a passing trend; it’s a marketing must-have with the potential to captivate, convert, and leave a lasting impression.

How video enhances digital display advertising

Imagine combining the visual allure of digital display with the storytelling of video. It’s not just a collaboration; it’s a dynamic duo that can elevate your business’s narrative and drive engagement like never before.

Extended storytelling: Digital display sets the stage, but video allows you to unfold a more elaborate narrative. Use video to tell your brand story, showcase product features, or provide a behind-the-scenes look at your company culture. This immersive storytelling creates a deeper connection with your audience, transforming passive viewers into active participants in your brand journey.

Emotional resonance: Video has a unique ability to evoke emotions, and emotions drive decisions. While a display ad might catch the eye, a video can tug at the heartstrings, making your business more memorable and forging a stronger emotional bond with your audience. Whether it’s laughter, nostalgia, or inspiration, video adds a human touch to your digital presence.

A plethora of formats: Embrace the diversity of video formats to cater to varied audience preferences. From short, snappy ads for quick engagement on social media to longer, more informative videos embedded in your website, the flexibility of video allows you to tailor your message to different platforms and consumer touchpoints.

Boost your conversions: Incorporating video into your marketing mix can boost conversion rates. A well-crafted video can not only capture attention but also guide viewers through the buyer’s journey, providing the information and motivation needed to make a purchase decision. Consider adding video testimonials, product demos, or tutorial videos to enhance your digital display campaign’s effectiveness.

Tips for combining video with digital display advertising

Now you understand what video will bring to your next digital display ad campaign, let’s explore a few tips that will help make the integration seamless.

Consistent branding: Ensure a cohesive brand experience by maintaining consistency across your digital display and video content. From colour schemes and messaging to logo placement, a unified brand presence generates recognition and trust.

Optimise for platforms: Tailor your videos to suit the platforms they’ll inhabit. Different social media platforms, websites, and apps have varying specifications and user behaviours. Optimise your videos for each platform to maximise visibility and engagement.

Include a clear Call to Action (CTA): Whether it’s a “Shop Now” button or an invitation to subscribe, always include clear and compelling CTAs in your content. Drive viewers to take the next step in their customer journey seamlessly.

Understand and address your customers’ needs: By using video in your next campaign you are giving yourself the scope to answer any questions your customers, and potential customers, may have – so be sure to take advantage. Align your video content with any FAQs you receive. Creating helpful videos showing how to solve problems or complete jobs (using items you sell, of course!) will provide you with great, evergreen content. If you’re trying to highlight the benefits of something you offer, then why not consider a short testimonial video from “another satisfied customer”? Few things are more persuasive to a potential buyer.

Share your content: Video content will help your business message be seen and understood – as long as people get to see it. Give your video as much exposure as possible by sharing it in all the right places – social media channels, emails, blogs etc.

Track and analyse performance: This is a given for all campaigns. Use analytics tools to track the performance of your integrated campaign. Monitor metrics like engagement rates, view-through rates, and conversion data to fine-tune your approach and maximise your return on investment (ROI).

We can help with all aspects of your video marketing strategy

Our experienced video production team can create everything from a single clip to a complete video-led campaign. And we don’t just hand you a great video – we can also share it with the millions of people who visit our network of news sites and social media channels every month.

Expert support for your campaign

At Reach we understand running a complex campaign across multiple channels can be daunting. That’s why our team of experts are here to support you every step of the way. From crafting effective ad copy, producing quality videos, to creating a targeted campaign, we’re dedicated to helping you achieve your objectives.

If you’d like to talk about adding video to your marketing mix, complete the short form below and a member of our team will be in touch.

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