What Winning Video Advertising Creative Will Look Like In 2024

Are you interested in the realm of video production and creation for advertising and digital media?

Over the last two decades, the content development sector has undergone fast evolution, with human behavior and social content significantly altering the landscape.

Let’s look at the powerful causes driving its ongoing transformation.

The advancement of video production and creation for advertisements
To achieve such dramatic, fast-moving change, a number of improvements are required:

Technology needs to advance swiftly.
A low regulatory threshold for test-and-fail projects and companies.
A proven market basis for optimization, improvement, or takeover.
In advertising, the engine does not move unless marketers are prepared to spend money to reach customers. Advertisers will not spend money unless they can persuade or attract a target audience.

All of these variables form a torpedo of evolution in digital advertising.

Video production
To provide an average experience, video creation initially required what we now consider to be quite bulky, large gear.

Twenty years later, because to technology, social connections, and engaged audiences, we can create material seen by millions in hours or even minutes.

From my perspective, which is firmly steeped in the analysis of creative and client performance results to drive income for our agency, I admit that my approach is highly analytical and data-driven, which I believe is critical in today’s video and advertising medium.

With 17 years of experience in advertising, I recall enormous creative teams discussing the one commercial they would make to air on many TV stations at crucial times for maximum reach.

Now fast forward to today. Small teams of three (two founders and a media buying freelancer) evaluate five variations of a founder’s FTC (Face To Camera) with two key variables: location (car vs. outside) and beginning hook.

The ease of development has resulted in the capacity to test at cheap expense, with no artistic expertise required to generate a video version capable of driving large-scale sales. This shift highlights the value of data analysis in the process, especially for improvement.

Digital advertising has expanded, increasing data availability as measurements have moved from TRPs and reach to impressions and clicks, and now to shares, earned views, and saves.

Some may argue that we have too much data to examine nowadays, but if you can ETL (Extract, Transform, and Load) all relevant information, the brand obtains a significant advantage. Thus, analytics are critical in video design, optimization, and production.

Three excellent instances of 2024 creative
Here are three of my favorite 2024 creative examples (from Binky, Oreo, and Gathre) that outperformed expectations or inspired brands to create new ad material.

Social media networks are today’s most important video advertising channel.

At both large and small firms, as well as running our own shop for the past seven years, I’ve noticed that brands tend to lean toward the tried and reliable, relying heavily on in-house teams. This is a reliance that I anticipate will shift in the coming years.

Brands will need to spread their creative across numerous agencies, since continuous testing of content will assist generate attention and conversion.

One piece of advise I provide to firms who have been operating for 8-15 years and have thrived during the COVID ecommerce boom is that experimenting with fresh creative can help reach different generations in unique ways.

Generation Z and Alpha consume content differently than Millennials and earlier generations.

Despite the economic downturn, Generation Z continues to have enormous purchasing power. Speaking their language is critical for establishing an impact and encouraging conversions. This generation is more familiar with social platforms than with traditional television, resulting in a fundamentally new approach to reaching, convincing, and converting these users.

Consistent production is your best buddy, but it doesn’t happen without considering the impact of production expenses and creative output.

Who should create videos on these platforms?
Everyone, from founders to interns and influencers, may contribute to production success.

Founders have a significant advantage when marketing a product or service, but creative influencers, creators, interns, and new workers can match or even outperform them in some circumstances.

Thus, diversifying your output and focusing on “Vertical Video” is critical.

Why focus on vertical video?
It allows you to capture both organic social and sponsored advertising.

Large inventory source: TikTok, YouTube Shorts, Meta (Instagram/Facebook). Vertical videos are the most cost-effective strategy to reach people on TikTok, YouTube, and Meta.

Multi-platform analysis: Analyze one or comparable creative across several platforms (TikTok, YouTube, Meta).

Multi-variable analysis: Analyzing platform, creative, and version combinations to uncover the greatest user experience and most significant findings, which aids in budget optimization.

Test, analyze, and optimize.
From a production standpoint, don’t assume you know what works without evidence to prove it. Create variants; the larger and broader the variance, the better the learning and performance.

For example, as shown below, we compare a variety of YouTube video lengths:

Creative Variation
During a variation test, we can see the influence of long-form content on completion rates, as well as how Google Ads will not spend against what we believe is beneficial for the brand.

This emphasizes the value of analysis and optimization in the testing process. While all forms were produced from the 2:24 ad, including the 1-minute, 30-second, and 15-second ads, the extended form is best for the company in terms of view duration and completion rates.

Video creation and dissemination
While manufacturing gets us halfway, invention and distribution are also crucial, but they fall short without analysis.

The way a brand communicates its core principles or reasons to believe is unique to the founder and investors. Some businesses only want particular people to convey specific messages, and they typically use brand standards or values as guidelines.

My best suggestion for creators is to loosen or abolish these barriers. They should behave more like parking spaces, occasionally parking on the line, not entirely pulling in, or leaving a car door open.

This flexibility is essential for testing variation. Brands require many viewpoints (from artists, influencers, and creative agencies) to understand how their brand might function for different audiences. Long-term success requires trust and humility in the production and optimization of video content.

The spread of creativity across platforms is also critical. A creative with no variety that only exists on Instagram is like to a tree falling in a jungle with no one around—no one will know how that creative works on only one platform.

A multi-platform method enables the comparison of platform variables. Based on my experience with hundreds of businesses, platforms vary in user experience despite identical creative, emphasizing the relevance of creative and platform variance.

Source

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