Are video advertisements worth the gamble?

Posted on Posted in Commercial, Marketing, Social Media

Video commercials are definitely not a piece of cake. The immense production costs make it a tough business, but when you think about the advantage you might gain over your competition, the risk is tempting. Each and every day is a constant fight for clients. The rivalry is fierce, competition is big. If you don’t want to be devoured by sharks, you have to be creative. Innovate, think outside the box. In the search for inspiration, the best thing to do is observe greats and see how it’s done.

French fashion house Balmain recently pulled out the big guns. On July 29th, Kanye West uploaded a music video to his song Wolves from this year’s album The Life of Pablo. In a creation process, American rapper cooperated with Balmain’s designer Olivier Rousteing. The main dish is still the clip, Balmain’s unique clothing is merely a background to some impressive artistic work. There are no strict rules when it comes to adjusting your campaign correctly, but more often than not subtlety is the way to go. Otherwise it is sometimes hard not to get tangled in corny catchphrases and boring stories. The fact that there are some familiar faces in the video certainly doesn’t harm, too. Apart from Kanye West, his wife Kim Kardashian and Australian singer Sia star in the iconic clip, as well as many others. While we are at the topic of recent stuff, check out Kenzo’s video campaign. We wrote about it here.


When talking about video commercials, we can split them into two categories: ones aired on TV and ones uploaded on the Internet. Although they share some traits, there is a huge difference between the two. Ads that are put on the Web give you way more possibilities. Use of the 360° technologies, interactions with viewers etc. The former is available on Facebook and it’s used to its full potential. Just look at Deadpool’s trailer. Over 11 million views! Incredible. The producers know their way around marketing, for sure. The whole campaign was well designed. It lead to overwhelming results. The movie was an absolute blockbuster. To say it topped the rankings on Valentine’s Day would be an understatement. It was an absolute box office domination. Deadpool’s daily gross was almost 10 million dollars bigger than 9 other top ten movies combined!



Here’s mentioned 360° trailer:

Another advantage a Web ad has over a TV commercial is unlimited time. As long as you are able to keep your viewers entertained and interested, of course. How to do that? The answer is simple: storytelling. It’s the best way to engage your viewers and maintain their attention. On top of that it makes your commercial more memorable. Raw facts and numbers are easily forgettable. Unlike emotions and feelings. They stay in your memory for a long time. It didn’t take me long to think of an example. Although John Lewis’ campaign was released almost 2 years ago, it still brings a tear to my eye when I watch it. That’s exactly kind of an “emotional stamp” I’m talking about.

When it comes to TV commercials limited duration I mentioned is the most tricky thing to deal with. First of all, video has to be short not to bore the viewer and make him switch the channel. After all, in contrast with what’s going on in the Web, he didn’t choose to watch your commercial. Other thing is that every second of airtime is costly. I would say that this is the biggest advantage Internet video advertising has. It’s free. However it’s not always a bad idea to invest, especially if you’re a big company and can afford that kind of a luxury.

It’s not a secret that during Super Bowl halftime the commercials are most expensive. After all, statistics show that NFL final is by far the most watched TV broadcast by Americans (according to Nielsen Rating).usamostwatched


Cost of a thirty second long commercial exceeds five million dollars! You have to make each moment count. There is no room for error in that kind of an enormous investment.

Almost every single one of those halftime ads are worth checking out. Variety of ideas and implementations of those ideas is remarkable. If you want to know what it’s all about, watch this Honda’s commercial. Really funny stuff! Shows you different kind of an approach than previous examples. Well thought out comedy is often an effective way to interest your potential clients.

In the world of marketing there are no strict rules. That is why many brands combine Internet and TV commercials. For a huge NBA fan, such as myself, the perfect examples are basketball related ads. One of the most active brands in that area is Foot Locker. They always come up with some great ideas to create a fantastic commercial. Last month the brand uploaded another one of those starring NBA champion Kyrie Irving. Outstanding work. Combination of popular trends (faceswap) with a funny sketch and a Cavaliers’ star, proved to be a real buzz-maker.

TV commercial have a little bit different functionality than those uploaded on the Internet. On television, ads task is to generate sales directly, on the Web, however,  they are supposed to create your brand’s image and make it recognizable. You have to pick your tactic to reach goals you want to achieve. Ads like ones I mentioned can serve as a great source of inspiration. The only thing left to do is to come up with some neat stuff too! Easier said than done, I know, but it’s all about perseverance. Never back down. Remember Michael Jordan’s words:

I failed over, and over, and over again in my life. That is why I succeed.

…also used as a motto in a famous Nike campaign 😉