Video advertising is not a new practice in the marketing tool belt. From commercials to moving billboards, most of us don’t realize how often we come in contact with video ads. A new age is emerging online, as more and more users turn to their favorite apps and sites to consume the latest video content. For modern marketers, it will be pivotal to look beyond sites like YouTube and focus on the entire web to keep up.
With the rise of social media sites like Instagram and TikTok and the continued dominance of content platforms like YouTube, using video to advertise online has never been more popular. In fact, by recent measurements, advertisers are investing $62.9 billion in video ads.
If you’re not already taking advantage of advertising with video online, the time to start is now. Unlike more traditional types of online advertising, like display or search, consumers actually want to interact with video ads.
Hubspot found that 85% of people say they want to consume more video from brands willing to offer it to them.
On AdRoll’s platform, we noticed that video advertising campaigns from a six-month sample period saw click-through rates more than 3x higher than campaigns that included no video ads whatsoever.
The rise in video advertising has also led to rapidly-advancing capabilities to reach your target audience using this visual strategy.
In the past, marketers were forced to confine their video ads to limiting, single platforms, like YouTube or Facebook. This hurt campaign performance by hindering the potential reach these ads had. In today’s market, platforms allow marketers to serve video ads across platforms and devices, reaching users with relevant video ads, wherever they browse online.
Here are the best practices now for running video ad campaigns.
Before picking up a camera, align your video concept with your specific business goals. Effective video marketing is tailored to where your customer sits within the buying journey. Here's what our video ad partner Lemonlight recommends:
Consider your video ad strategy in terms of the marketing funnel to plan your content.
Awareness stage: Focus on engaging leads and informing them that your brand exists. Use commercials (brief, under 60 seconds), explainer videos, or educational content. Example: CTV is a good channel for brand awareness, though it’s also a full-funnel strategy.
Consideration stage: Convince the viewer that your brand is the right solution. High-performing formats include customer testimonials, FAQ videos, and in-depth product demos.
Decision stage: The goal here is conversion. Use step-by-step tutorials, before-and-after transformations, or personalized videos to close the deal. Example: You can use DOOH video at point of sale (like at a gas station) to convert customers.
Retention stage: After the purchase, use video to ensure a great user experience. Walkthrough installations or styling tips encourage repeat business and brand loyalty. You can also use this stage to entice past buyers back for more products.
You don't need a Super Bowl budget — you just need to know the basics. Keep these technical tips in mind for both internal or external video teams:
Lighting: When using natural light, shoot during the golden hour (early morning or late afternoon) to avoid harsh shadows. Work on a three-point lighting setup for indoor lighting.
Audio quality: Never rely on your camera’s built-in microphone. Use dedicated recording equipment and prioritize proper mic placement.
Stability: Avoid unnecessary zooming or panning; smooth shots allow the viewer to focus on the product, not the camera work.
B-roll: Always shoot extra footage to give your editor more flexibility during the post-production phase.
Diving into what you
The 3-second rule: You must engage users within the first 3-4 seconds to prevent them from scrolling past.
Front-load branding: Engagement increases 3x when the brand name and message are presented in the first 10 seconds.
Design for silence: Up to 85% of Facebook videos are watched without sound. Ensure your value proposition is crystal clear through captions and visual cues.
Consistent aesthetics: Your video's look and feel should be coherent with your landing page to create a seamless user experience.
Clear CTA: Always provide a customized, clear CTA so viewers know exactly what to do next.
Optimize for mobile: Mobile is now more popular than desktop, so it’s necessary to take into account how your video will be viewed on mobile platforms like Instagram.
PRO TIP: Did you know video ads can be used across multiple channels? You can repurpose social video for DOOH or CTV. We also have tips specifically for CTV with our video ad creative partner Lemonlight.
In the past, marketers were confined to single platforms like YouTube or Facebook. These days, video advertising requires a cross-channel strategy to reach users wherever they browse.
Platform | Key strength | Notable stat |
Brand awareness and cross-channel marketing | Due to its popularity, CTV is one of the highest video ad spend platforms | |
Multi-channel connectivity and retargeting | ||
YouTube | High intent and discovery | |
Product discovery | ||
Massive scale for adults | ||
TikTok | UGC and DTC |
To maximize ROI, look for a platform like AdRoll that allows you to serve video ads across the full funnel, from awareness to retention.
Success is defined differently at each stage of the lifecycle. Keep in mind these recommendations below aren’t the end-all, be-all. Your account manager with a DSP can help you identify the right metrics for the campaign you want to run.
Awareness metrics: Watch your completion rate (how much of the video was viewed) and new site visitors.
Consideration metrics: Look for engagement (likes, shares, comments) and social/email signups.
Conversion metrics: Track ROI and conversion rate while accounting for longer lookback periods.
Retention metrics: Monitor return purchase rate and lifetime customer value (LTV).
Video advertising offers marketers a powerful way to connect customers to their brand using beautiful, flowing imagery that engages users, without having to sell them too hard on specific products or services.
Interested in kicking off your own video advertising campaigns? We’ll make it easy. Sign up for an account today and we’ll help you launch high-performing ads with minimal effort and maximum results.
The most effective video ad best practices focus on engagement and accessibility.
First, follow the 3-second rule: capture attention instantly to prevent scrolling.
Second, design for silence by using captions and text overlays, as up to 85% of social video is consumed without sound.
Third, front-load your branding within the first 10 seconds to increase brand recall.
Finally, ensure your video is optimized for mobile viewing and includes a single, clear CTA.
Aligning video with the marketing funnel ensures you provide the right information at the right time.
Awareness stage: Use short commercials or educational content to introduce your brand.
Consideration stage: Use testimonials and product demos to build trust.
Decision stage: Use tutorials or personalized offers to drive conversions.
Retention stage: Use how-to installation videos or styling tips to keep customers engaged after a purchase.
You don’t need an expensive studio to produce professional video ads. Focus on three pillars: lighting, audio, and stability.
Use natural light during the golden hour or a simple three-point lighting setup indoors. For audio, use an external microphone rather than the camera’s built-in mic to ensure clarity. To maintain stability, use a tripod to avoid shaky footage, and always film B-roll (extra background footage) to provide more options during the editing process.
The metrics you track should match your campaign goals. For brand awareness, focus on Video Completion Rate (VCR) and new site visitors from branded search terms. For consideration, track engagement signals like likes, shares, and comments. For conversion-focused campaigns, the critical metrics might include ROAS and conversion rate, keeping in mind that video often requires a longer lookback window for attribution than standard display ads.
Last updated on February 26th, 2026.