12 Video Advertising Trends You Can’t Ignore in 2023

As we dive deeper into 2023, the rapid and relentless evolution of video advertising technology continues to astonish and challenge marketers. Our screens have become the epicenter of human interaction and commerce, ushering in an era where video advertising trends can make or break a

Trend #7: AR and VR

Augmented reality (AR) and virtual reality (VR) have been some of the most significant innovations in recent years. VR advertising is expected to reach $161.70 million in 2023, and the AR advertising market will increase by more than $200 million by 2028.

Why should companies invest in these video ads for mobile phones? Well, they’re innovative and more interesting than traditional video ads. These videos are also very immersive, so they easily entice users to engage for the entire video duration. And if you create AR and VR videos well, your audience will learn more about your products or services.

Universal Studios created a VR ad promoting their Rip Ride RockIt rollercoaster. The video is in a 360 format, making the user feel like they’re on the rollercoaster – perfect for thrill seekers looking for their next vacation destination!

If your AR and VR features are only available on your app, you can promote them with a video ad. That’s what Sephora did. Users can go to the app and try out new looks using their AR Virtual Artist tool and then access a tutorial to learn how to do the makeup in real life:

Learn More: Beginner’s Guide to Virtual Reality Ads

Trend #8: Vertical Videos

If you’re recording video ads for social media platforms, record them vertically as opposed to releasing horizontal videos. Why?

65% of consumers think brands that shoot vertical videos are more innovative.

When you film videos vertically, you create videos that blend better with social media platforms, engaging your target audience. Since 94% of users hold their phones vertically, you can better capture the viewer’s attention.

Even if you make animated video ads, make sure the resolution is in portrait mode. Look at this Califia Farms video as an example. The video is engaging, and since it’s displayed vertically, it better blends into the user’s feed:

Trend #9: Shoppable Video

Shoppable videos have been changing the e-commerce game. These videos feature products and embedded links so users can buy the items after watching the video:

Like real-time selling, shoppable videos usually feature a host holding up different products to the camera. Some videos don’t even feature a person, they just show the product and offer insight into what that item is. Because more social media channels are introducing e-commerce features, shoppable videos are an engaging way to increase sales.

This ad from Wayfair is the perfect example:

Wayfair turned some of their YouTube content into shoppable ads, which provided that easy e-commerce factor and delivered a 3X increase in revenue performance.

Learn More: 34 Digital Marketing Trends You Can’t Ignore

Trend #10: Interactive Video

You can add interactive videos to your campaign even if you don’t own an e-commerce company.

Interactive videos are more engaging than traditional video viewing – so much so that they have a 36% higher viewing completion rate. That’s because interactive videos create personalized experiences, which helps your brand seem more innovative and memorable.

How do you make interactive videos? We mentioned the AR example above, but you can create many types of interactive videos for social media users. Some popular examples include “build your own adventure” and quizzes.

Choose a Different Ending is the perfect example. If you ever read those “choose your own endings” books, you know how these videos work:

In these ads, you watch the first part of the video to learn the setting and characters. Then, you get two options to discover what happens next. After, you go to the channel and find the video for your chosen option. In these videos, users learn that violence isn’t always the answer and that focusing on spending time with friends is best.

Learn More: 12 Types of Interactive Content to Drive Better Engagement

Trend #11: OTT Video

Over The Top (OTT), or streaming TV, advertising is the fastest-growing media segment:

As of 2022, the OTT market has experienced a 57% AGR.

More users are watching videos on these popular streaming websites thanks to platforms such as Hulu. More free streaming platforms are emerging, optimized by ads. For example, Pluto TV is 100% free and is expected to attract as many as 120 million active monthly users by 2024.

What type of ads should you create for OTT programs? Even though these programs attract a decent audience base, OTT ads can still be intrusive, and users will skip over them when given the chance. That’s why your brand’s video ads need to be very engaging.

First, ensure that your ads are relevant to the audience. Even though we previously mentioned that unedited clips are a big video ad trend, you will want to invest in some serious video production for OTT ads. That way, the ad will hold the same quality as the program you’re watching, blending in with the cinematic theme.

Next, your ads should always be bite-sized. For best results, keep your ads around 15-30 seconds long. Your CTA should be well-defined to increase conversions in a short time.

If you can, find an OTT platform that offers more features (like A/B testing and retargeting options):

Trend #12: Video Stories Advertising

The Stories feature on various social media platforms is largely successful:

• On Instagram, 500 million users consume Stories daily.
• On Facebook, users post over 1 billion Stories on the app.
• On Snapchat, 81% of the app’s users consume Stories daily.

Unsurprisingly, the social media stories section is where you should post your video ads.

How should you create video ads for social media stories? Remember that Stories only last 24 hours, so your ad needs to resonate with your audience.

Using Stories for FOMO ad content is a great idea: 60% of users make a reactive purchase after watching FOMO ads.

Users want to seize opportunities when they can. When the ad appears as a quick Story, it will throw users off-guard and make them want to buy your products, services or event.

Certain video ad types also work better on Stories.

Carousel ads are a perfect example. With carousel ads, you add multiple static images to one video ad. Some studies suggest these ads bring in 10X more traffic in only a short amount of time. Carousel ads are versatile and customizable, making them perfect to use as a Story.

Use These Video Advertising Trends in Your Campaign

Brands should add some of these video advertising trends to their strategy. While all these trends are different, they can all increase visibility and convert leads. These video trends are already skyrocketing today and will likely be more prevalent in future years.

Your strategy has room for innovation, such as creating interactive videos. But some of these trends aren’t new and ones you’re likely already using in your daily marketing practices, such as using short-form video. Keep these trends in mind when creating your next video ad campaign.

If you’re ready to level up your video ads, Single Grain’s video marketing experts can help!👇

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