Video Advertising Trends 2024: A Comprehensive Guide

By: Jyll Saskin Gales, Google Ads Coach

Are you ready to take your video advertising to the next level? Join me as I share five of the latest trends, strategies, and best practices you need to be aware of to create captivating video ads that drive results.

1. Short-Form Vertical Video = The New King of Content

Unless you've been living under a rock the last few years, you know that vertical video has taken the world by storm - and that includes the PPC world. Its short, snackable format is perfect for capturing attention on platforms like TikTok, Instagram Reels, and YouTube Shorts. But creating effective vertical video ads requires a shift in mindset and production.

• Hook your audience quickly: You have seconds to grab attention, so make your intro count.
• Test and iterate: Experiment with different hooks, intros, actors, music, and even AI-generated voices to find what resonates best with your audience.
• Embrace the impact of Gen Z: This generation prefers authentic content, so tailor your approach accordingly.

2. AI and Automation = Your Video Advertising Sidekicks

AI and automation are transforming the way we create and manage video advertising campaigns. From generating ad copy and headlines to automating bidding and targeting, AI-powered tools can help you save time and improve results.

3. Follow A Framework For Effective Video Ad Storytelling

A great video ad tells a story, evokes emotion, and inspires action.

Consider these elements when crafting your video ads:

• Compelling storytelling: Create a narrative that resonates with your target audience.
• Strong visuals: Use high-quality images and video footage that captures attention.
• Clear call to action: Tell viewers what you want them to do (e.g., "Shop Now," "Learn More").
• Social proof: Showcase positive reviews, testimonials, or case studies to build trust.

4. Repurpose, Repurpose, Repurpose!

Don't let your video content go to waste after one life! Repurpose it across multiple platforms to maximize reach and engagement.

A single video can be adapted for TikTok, Instagram Reels, YouTube Shorts, Snapchat, Pinterest and more.

5. Measuring the Effectiveness of Video Advertising Gets Harder, Not Easier

While digital advertising offers more measurement capabilities than traditional advertising, it's not always easy to track the impact of every single ad. 

Embrace a holistic approach, using data from various sources to gain insights into your audience and optimize your campaigns. For example, video campaigns will often drive brand awareness and consideration, which will not be immediately measurable like a click or a conversion.