Two of the most popular online advertising formats are video ads and display ads. But which is better for your brand? In this blog, we’ll compare video ads vs. display ads, exploring their definitions, key differences, pros and cons, and which one is best suited for your brand’s marketing needs. We will also examine successful examples of both types of ads and introduce how Qualia Academy’s Digital Marketing Skills Bootcamp can help you learn these advertising techniques, whether for personal business use or to enhance your employability.
What Are Video Ads?
Video ads are short promotional videos used in digital marketing. They can be displayed before, during, or after video content on platforms like YouTube, Instagram, Facebook, and streaming services such as Hulu. These ads are designed to capture attention through visuals, sound, and storytelling, making them a highly effective medium for conveying a message.
Unlike static ads, video ads engage viewers on multiple sensory levels, which can lead to higher engagement rates. The format can vary, with options including pre-roll ads (shown before content), mid-roll ads (played during content), post-roll ads (after content), and even short ads integrated into social media platforms. Video ads provide an excellent opportunity for brands to connect emotionally with their target audience, which is a major factor in their effectiveness.
What Are Display Ads?
Display ads, on the other hand, are graphic advertisements that appear on websites, social media platforms, and mobile apps. These ads typically consist of images, text, and sometimes animations, designed to catch a viewer’s eye. They appear as banners, pop-ups, or sidebars, and their purpose is to encourage the viewer to click through to a landing page, make a purchase, or take another desired action.
Display ads are one of the oldest forms of digital advertising and are still widely used today. They can be static (still images) or dynamic (including animated elements), and their reach is vast, especially when placed on high-traffic websites or through ad networks like Google Display Network.
Video Ads vs. Display Ads: Key Differences
When comparing video ads vs. display ads, there are several key differences that marketers must consider.
Video ads stand out because they are dynamic and can convey a narrative. They rely on both visual and audio elements to engage viewers, which allows them to communicate more complex messages. Video ads can evoke strong emotional responses, making them perfect for storytelling. However, they tend to be more expensive and time-consuming to produce, and they require a higher level of viewer engagement since many platforms allow users to skip ads after a few seconds.
Display ads, on the other hand, are typically more straightforward and rely on visual appeal rather than storytelling. They can feature a combination of images and text with a clear call to action. Display ads are less immersive than video ads but are more affordable and quicker to produce. Additionally, they can be placed across a variety of platforms, reaching users who are browsing websites, reading blogs, or engaging with social media.
Pros and Cons of Video Ads
Video ads vs. display ads differs significantly in their strengths. One of the key advantages of video ads is their ability to tell a story and create a deeper emotional connection with the audience. This is particularly beneficial for brands that want to highlight the benefits of their products or services in a more engaging and relatable way.
The pros of video ads include higher engagement rates due to their dynamic nature, the ability to convey complex ideas through visual storytelling, and the potential to drive higher conversion rates. Research shows that video ads can increase conversion rates by up to 80%, especially when paired with strong calls to action.
However, video ads also come with challenges. The production costs can be high, especially if you’re aiming for professional-quality video. Moreover, video ads require the viewer’s full attention, and in a digital world where people are often scrolling quickly, grabbing that attention can be difficult. Furthermore, video ads tend to perform better on platforms like YouTube, Facebook, or Instagram, which may not always align with your brand’s target audience.
Pros and Cons of Display Ads
While video ads are powerful for storytelling, display ads excel at quick, direct messaging. One of the biggest advantages of display ads is their affordability and ease of production. Since they don’t require video shooting, editing, or voiceovers, display ads can be created much faster and at a lower cost.
Display ads are also highly flexible. You can easily scale a display ad campaign across multiple websites, reaching users wherever they browse. Additionally, display ads can target specific segments using advanced retargeting techniques, making them ideal for driving conversions or reminding potential customers about your brand.
The downside of display ads is that they are generally less engaging than video ads. People often overlook or ignore them, a phenomenon known as banner blindness. Moreover, display ads can be less effective at conveying emotional appeals or brand stories, limiting their ability to foster a deep connection with the audience.
Successful Example of a Video Ad
One of the most successful video ads in recent years was the “Real Beauty Sketches” campaign by Dove. The ad featured a forensic artist who drew portraits of women based on their self-descriptions and then had strangers describe them for another sketch. The results revealed that women were often much harsher on themselves, with the stranger-created sketches being more flattering.
The video resonated with a wide audience because it addressed an emotional issue: how women perceive their own beauty. The message aligned with Dove’s brand values of self-esteem and authenticity. This video ad was successful because it engaged viewers on an emotional level and prompted them to reflect on their perceptions of beauty, leading to significant social media sharing and increased brand loyalty.
Successful Example of a Display Ad
A great example of a successful display ad campaign comes from Airbnb. For this campaign, Airbnb used high-quality images of homes in unique destinations, showcasing the diverse and visually appealing spaces available through their platform. The display ads were strategically placed on travel-related websites and blogs, targeting potential travellers who were looking for unique experiences.
The key to the success of these display ads was their visual appeal. The ads used eye-catching imagery that instantly attracted attention. Additionally, the ads had a simple, clear message with a direct call to action: “Book your dream vacation today.” By focusing on clear messaging and compelling visuals, Airbnb’s display ads were effective in driving traffic to their website and increasing bookings.
How to Choose the Best Option for Your Brand
When deciding between video ads vs. display ads, the choice depends on your goals, audience, and budget. If your brand wants to build an emotional connection with its audience, share a compelling story, or showcase a product in action, video ads may be the better choice. Video content excels at driving brand awareness and engaging viewers on a deeper level. However, if you need a more cost-effective solution that can be quickly scaled, display ads might be the better option.
Another consideration is where your audience spends most of their time. If you are targeting social media users or those consuming video content online, video ads can be highly effective. But if your audience is more likely to browse websites or engage with content through text and images, display ads may be the more suitable choice.
For businesses looking to do both, integrating a mix of video ads and display ads into your marketing strategy can help maximise your reach and impact.
Learn More About Digital Marketing with Qualia Academy
Whether you’re looking to boost your brand’s online presence or develop new skills for your career, Qualia Academy’s Digital Marketing Skills Bootcamp offers the perfect training. Our bootcamp covers everything you need to know about creating and optimiaing video ads vs. display ads, from the basics to advanced techniques. We can help tailor your learning experience to either promote your business or enhance your career prospects by equipping you with skills that increase your employability in the growing digital marketing industry.
At Qualia Academy, we focus on practical, hands-on learning with real-world examples, so you’ll walk away ready to create effective video ads and display ads for your campaigns. Join our bootcamp today and start mastering the tools and techniques that will help you succeed in the world of digital marketing.
When it comes to video ads vs. display ads, there’s no clear-cut answer. Both have unique advantages and challenges, and the best choice depends on your brand’s objectives, audience, and budget. Video ads offer an immersive, emotional experience that’s perfect for storytelling and brand-building, while display ads are ideal for driving quick actions and scaling across multiple platforms. By understanding the differences and leveraging each format effectively, you can create a powerful advertising strategy that resonates with your audience.
Want to learn more about video ads vs. display ads and other digital marketing techniques? Invest in your future today with Qualia Academy. Contact us through our email [email protected] or through our enquiries form.
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