Video Advertising for Beginners

The Power of Video Advertising: A Beginner’s Guide

Why Video Advertising Works

Scrolling through your phone, you’ve probably stopped mid-swipe to watch a short, engaging video. Maybe it was skit, an organic product demo, or a cat video that made you laugh. That’s the power of video —it grabs attention, sparks emotion, and makes information easy to absorb.

In recent years, video advertising has become one of the most effective ways for businesses to connect with their audience. Unlike static images or text, video combines visuals, motion, and sound to create a more immersive experience. Done well, it doesn’t just entertain—it persuades.

But if you’re new to video advertising, it can feel overwhelming. Which platforms should you use? What kinds of video ads work best? And how do you create content that people actually want to watch? Let’s break it down.

Where Does Video Advertising Appear?

Video ads show up everywhere online, but the right platform for you depends on your audience and goals.

YouTube

With over 2 billion users, YouTube is the world’s second-largest search engine, and is powered by the Google Ads platform, so it’s a natural transition for advertisers already using paid search. Allowing businesses to reach a massive audience through skippable, non-skippable, and bumper ads. YouTube is ideal for brand awareness, product demos, and storytelling.

Facebook & Instagram

Short-form video thrives on social media, making Facebook and Instagram essential for video advertising. Whether in feeds, Stories, or Reels, video ads here need to be engaging from the first second. These platforms work well for direct response advertising—think product launches, special offers, and retargeting campaigns.

TikTok & Snapchat

If you want to connect with a younger audience, TikTok and Snapchat are where it’s happening. These platforms prioritise fun, vertical, short-form content that blends seamlessly with user-generated content. Brands that embrace creativity and authenticity tend to perform best here.

Websites & Streaming Services

Beyond social media, video ads also appear on news sites, blogs, and streaming platforms like Hulu, Twitch, 7Plus and 9Now. Additionally, paid, formerly ad-free streaming platforms such as Netflix and Amazon Prime have recently introduced lower-priced plans that require users to watch ads. These placements help businesses reach audiences while they’re watching content they love, from TV shows to live gaming streams.

Types of Video Ads

Not all video ads are the same. The format you choose should match your message, audience, and platform.

In-Stream Ads

These are the ads you see before, during, or after videos on platforms like YouTube and Facebook. They can be skippable (letting users skip after five seconds) or non-skippable (forcing viewers to watch the full ad). In-stream ads are great for brand awareness, but the first few seconds are crucial—you need to hook viewers before their attention drops or the skip button appears.

Bumper Ads

Short and punchy, bumper ads last six seconds or less and can’t be skipped. Their brevity means that bumper ads work best for simple, un-complex messaging, and they are perfect for creating memorable impressions.

Outstream Ads

Unlike in-stream ads, outstream ads appear on websites outside of video content. They often auto-play as users scroll down a page, making them useful for driving engagement on mobile.

Native Video Ads

These blend seamlessly into the platform they’re on—think TikTok-style ads that look like organic content or sponsored Facebook videos that feel like regular posts. Our own creative testing has shown that unbranded native ads perform just as well as branded ads, and that they work best when they match the tone and style of user-generated content.

Why Video Ads Are So Effective

There’s a reason businesses are investing more in video advertising every year. It’s not just about looking good—it’s about getting results.

They Grab Attention

With so much content competing for eyeballs, video cuts through the noise. A compelling visual, a surprising opening, or an intriguing question can stop someone mid-scroll and pull them in.

They Drive Conversions

Watching a video helps potential customers visualise a product or service in action. Research shows that people are far more likely to buy after watching a product video, whether it’s a quick demonstration or a customer testimonial.

They Create Emotional Connections

Video has the unique ability to make people feel something. Whether it’s excitement, nostalgia, or trust, a strong emotional response makes an ad more memorable—and more likely to drive action.

They’re Easily Shareable

People love sharing great videos. A funny, inspiring, or thought-provoking ad can quickly spread across social media, giving brands free exposure and amplifying their message.

Tips for Creating Engaging Video Ads

Not all video ads perform well—some get skipped within seconds, while others leave a lasting impact. Here’s how to make sure yours land in the second category.

Hook Viewers Immediately – You have about three seconds to grab attention. Start strong with an engaging visual, a bold statement, or a question that sparks curiosity.
Keep It Short & Focused – The best video ads get straight to the point. Aim to communicate your message clearly in as little time as possible—especially for platforms like TikTok and Instagram Reels.
Make It Mobile-Friendly – Most people watch videos on their phones. Use vertical or square formats, add captions (since many people watch without sound), and ensure your ad looks great on small screens. That means no small fonts or tiny, unreadable text!
Have a Clear Call to Action – What do you want viewers to do next? Whether it’s visiting your website, making a purchase, or signing up for a newsletter, guide them toward the next step. This might not always be at the end of the ad like a traditional television ad but too often advertisers forget to put a call to action.
Test & Optimise – Video advertising isn’t a one-size-fits-all game. Experiment with different ad lengths, styles, and messaging, then analyse the data to see what works best.

About the author

Retain Media specialises in SEO, PPC and social media for dealers and OEMs. They understand how to reach and influence buyers where and when they are researching a caravan purchase.

If you want to expand your digital footprint, get in touch with one of their team for a free, no-obligation consultation. Read their Insights today for more industry information and tips to improve your digital marketing.