Zaundra Butler
- Aug 18, 2023
- 2 min read

In Our Video Era

The Importance of Video Creative ...Ready For It?

With the unique ability to captivate an audience, video has become imperative in digital strategy and success. Video content uniquely captures attention, conveys narratives, and allows for emotional connections in ways that static content simply cannot. Video engages multiple senses simultaneously, enabling your brand to showcase experiences and tell stories with a dynamic visual and auditory impact that resonates deeply and enhances brand recall. In this era of fleeting attention spans, incorporating video creative into digital advertising strategies has become essential for brands to foster meaningful connections, drive conversions, and ultimately carve out a lasting digital presence.

Vertical Video Will Never Go Out Of Style

Incorporating vertical video in your digital plans is no longer a nice add-in. It’s a necessity. Not only do we need the traditional 16:9 horizontal video for your digital placements, but also a vertical 9:16 version to fit into the short format social placements, including Stories, Reels, YouTube Shorts, TikTok, etc. Typically a :15 or less spot.

We can hear your creative resources calling, "It’s me, Hi. I’m the problem. It’s me.” We get it; sometimes, the vertical version of the video isn’t easy to get. With help from our Google partnership, we have options for converting horizontal YouTube videos to vertical.

The Fearless ABCD’s of Creative

Good creative starts with the ABCD principles. This is how Google has outlined the 4 top principles to effective video ads. It serves as a simple yet efficient reminder of the key levers advertisers can pull to drive impact.

Attention - Hook and sustain attention with an immersive story. Draw in the viewer from the start!

Branding - Brand early, often and richly. Use a range of branding elements to show the viewer who you are.

Connection - Help people think or feel something. How can you create connection through the experience of those ticket sales.

Direction - Ask them to take action. Include a clear CTA.

Ways To Make Your Media Mix Shimmer

Meta Ads, with placements in the Feed, Stories and Reels. Keep videos shorter for the scrollers here. Capturing attention in the first few seconds, while including brand recognition or call to action. Pair it with a graphic ad to get the most engagement.
YouTube Ads can be used for reach or for action depending on your goals. YouTube Shorts inventory can also be included with the addition of a vertical video of 15 seconds or less.
Performance Max, with YouTube being one of the available placements.Performance Max requires both static and video creative.
OTT and Connected TV. Catch the cord cutters with placements in streaming TV with :15 and :30 spots.
TikTok Ads must have creative that fits the app’s style with trending sounds, appropriate fonts and, of course, FUN.
Spotify Ads typically see higher click-through-rates with video. Just be sure that the voice over in the video is good enough on it’s own for users not looking at the screen.