Video advertising on the Internet: a powerful tool for business development

The popularity and demand for video content on the market has been steadily growing for several years in a row. Among other things, this also applies to advertising. Today, it can rightfully be called one of the most effective ways to attract a target audience, increase the popularity of a brand, product, sales levels and, as a result, business income. In principle, video advertising has long been in high demand, but recently it has been actively moving from TV screens to online spaces.

Currently, social networks and video hosting sites can rightfully be called one of the most popular platforms for attracting an audience in this way. In particular, video advertising on the same Facebook, TikTok, Instagram, YouTube attracts more than 50% of the target audience and provides an excellent platform for interaction between businesses and customers. Practice shows that consumers are more interested in interacting with a particular business after watching the corresponding videos on social networks. And the return on investment (ROI) of video content is significantly higher than that of the same audio advertising, photos, texts and many other formats. This is what should make you think about launching video advertising today.

In this case, we are talking about a solution that will help you popularize the products that your business launches on the market, increase their visibility, increase brand awareness, scale sales, and increase the engagement of the target audience. With the help of video advertising, you can launch the so-called "word of mouth" and even viral marketing, maximizing your audience reach and attracting new customers. If you compare all this with the more than reasonable cost of launching such ads, the benefit becomes much more tangible.

In today's review, we will get to know in more detail what video advertising is, what are the advantages of launching it in practice. We will highlight 5 main formats that are most often used in this area today. We will figure out what video advertising options can be used when working with such platforms as Yandex.Direct and VK Advertising. We will provide a number of recommendations that will help increase the effectiveness of launching such ads. So, first things first.

Why you should bet on video advertising

We have already talked about the fact that today videos are one of the most popular content options among the consumer audience. With their help, you will be able to cover a fairly impressive volume of solvent audience, which will ultimately also lead to an increase in sales and profitability of your business. According to research conducted by the Yandex platform, last year the display of advertising videos on its internal services, as well as on partner sites, increased by more than 40% compared to the same period of the previous year.

Today, many business representatives use video advertising to increase brand awareness in the market, give a new impetus to its development, and ensure repeat sales by constantly maintaining the attention of the target audience. If you have not yet decided on such a marketing move, then it's time to rectify the situation, because this way you will be able to personally see its more than significant advantages:

• Excellent visual component. With the help of video advertising, you can present your product in the most favorable light and, one might even say, from all sides, display the smallest nuances and details, talk about the features of use and give recommendations on the choice, if this is relevant in your case.
• Significant saving of users' time. You will be able to fit all the most important information in just a few seconds. In order for a person to be able to understand what exactly you are offering him, he will not need to study additional information, go to any third-party resources, spend his own time and effort on this.
• Simplicity and convenience in perception. If you pay enough attention directly to the preparation of advertising, if you implement your idea as effectively as possible, then the viewer will only need a quick glance to understand what exactly you are offering him and, as a result, immediately realize whether he is interested in your product or service.
• Convenient interaction. If you launch advertising through social networks, then a person will only need to click on the appropriate link to go to the product catalog or to your business website for a more detailed and in-depth acquaintance with the product.
• The ability to ensure emotional involvement. The extent to which you manage to interest a potential client directly depends on his subsequent actions. But in any case, an attractive video can cause an emotional response and even contribute to the fact that such content will be shared with other users.

As you can see, video advertising is a very promising direction, but you can get the maximum result from it only if you implement everything as effectively, correctly and professionally as possible. Here our information will be of great help to you.

The most popular video advertising formats in 2025

In order for the video advertising you launch to meet expectations and provide excellent results in practice, it is important to initially focus on the most effective and working strategies, discarding everything that is characterized by low efficiency. Thus, according to many marketers, leading positions in the foreseeable future will be occupied by a number of key formats of such content. And they are presented in 2 main categories:

1. Instream. Designed for display in streaming video.
2. Outstream. Can be used as a replacement for regular banners.

Let's consider these solutions in more detail, highlight the features, advantages and disadvantages of each of these options.

Instream Video Advertising

Instream — This is the type of video advertising that can rightfully be called the "gold standard" in the digital advertising niche. Such videos are displayed directly inside the main video content and give quite good results in practice. In this category, we will highlight 3 main formats:

• Skippable Video Ads. This is a type of video advertising that users can skip after a few seconds of viewing if they wish. Such a solution will be convenient for advertisers because here payment will be charged only for active viewers, that is, for those who click on the ad and follow the link to the business page. In practice, this advertising format has received the widest application directly on video hosting sites, including YouTube. The choice in favor of this format should be made by those who would like to attract the attention of the audience, but at the same time minimize their own advertising costs. In order to attract the target audience here, it is important to pay maximum attention to the content itself and include the most important information in the first seconds.
• Non-skippable Video Ads. Unlike the previous option, here we are talking about videos that cannot be skipped. That is, viewers will watch the entire advertisement to the end. This option should be used if you want to convey the most important information and are sure that people will be interested in it. In this case, it is important to get really valuable material that will really interest the audience. Otherwise, you simply risk wasting your budget and not getting the desired return.
• Bumper. This is a video advertising format that combines concise presentation and deep emotional impact on the target audience. Such videos will be short, up to 6 seconds maximum. They cannot be skipped. But here you have to try very hard to fit into such a short period of time and interest people. Today, this format is most often used in creative storytelling in practice, it requires creativity and an original approach. Most of such videos are also launched on video hosting sites before or inside the main material. That is, if you are confident that you can create a laconic but memorable video, choose this format of video advertising. Only in this case you will be able to get a good result, maintain brand visibility, but at the same time not overload the audience with unnecessary information.

Outstream

Outstream is a video advertising format that offers advertisers fairly broad opportunities to reach a large audience. The following formats can also be highlighted here:

• InFeed. This is advertising that can be easily integrated into the content stream that is on your website or in social networks. This format is characterized by a casual nature, ease of delivery, and lack of intrusiveness. This video advertising can be compared to a kind of surprise that the viewer will receive if they click on the corresponding link.
• InBanner. Such videos are most often published in places where banner advertising is mostly placed. It should be used if we are talking about blogs and news sites. Thanks to its extraordinary solution, it will attract the audience and stand out effectively against the background of other advertising images.
• Native Video. This is a light, unobtrusive native video ad that fits harmoniously into the design of the platform where it will be placed. There are no loud calls to order goods, services or even to click on a link. Its essence is to present the product features in the most favorable light and encourage the viewer to get to know its features in more detail.

Now let's move on directly to getting to know video advertising in Yandex.Direct and VK Advertising, since these platforms are in high demand among advertisers today.

Features of launching advertising through Yandex.Direct

Among all those advertising formats that are used today on the Yandex.Direct platform, video advertising occupies a leading position. In practice, media advertising and performance campaigns are widely used here. Videos are shown in the Yandex advertising network, namely in such a subsection as Yandex Video Networks. This includes not only all video services belonging to this system, but also partner sites, among which today there are also online cinemas, resources of federal TV channels, etc.

You can create a video for an advertising clip in a separate program, and then upload it to the system or use the built-in video constructor, and absolutely free of charge. As soon as you go to the "Video" block of the advertising platform, you will immediately see the corresponding link already at the stage of creating or editing your campaign.

Among all the templates that are presented on the site, you can choose the most suitable solution for yourself in terms of subject matter, duration. There is also the ability to create MP4 videos from uploaded videos or images, add an interaction button, logo, subtitles, an image that will be displayed to the user for several seconds after he/she finishes watching your video (packshot).

What is media video advertising in Yandex.Direct

Media advertising is a format of videos aimed at reaching the widest possible target audience, informing buyers about brand promotions, new products, special offers. It will also help increase audience loyalty, and form the image of a stable and reputable company. In practice, such a solution is also very often used in cases where it is necessary to launch a new product or service on the market.

Among the main types of media advertising that have found practical application in the Yandex Video Network, we can highlight:

1. Streaming videos. This is the InStream we talked about above, or as it is often called, the multiroll. It is embedded directly into the main video stream. It will be played before the video, at the end or even in the middle.
2. A video that will be placed inside the content. This is the InPage format. It is organically integrated into the page content. As an option, very often such a solution is used where it is necessary to place a video instruction for a particular product, or other information that may be useful to the audience and will be able to more clearly demonstrate the offered product.
3. Video embedded in the application. This is the Interstitial format. Such videos will be played to users who would like to download a particular program or change the content in the application.
4. Native video advertising, that is, InBanner. It can be embedded both in a regular banner and in a mobile application.
5. A video at the end of which the user will receive some rewards. We are talking about the Rewarded format. This type of video advertising has found wide application in mobile gaming applications. The point is that if the user watches the video to the end, he will be able to get some kind of bonus in the game, for example, additional coins, “lives” and other rewards.

When setting up video advertising in this case, you can already focus on the interests of a particular user, his behavior on the network. To launch media advertising, you will need to select the appropriate format in expert mode. We would like to draw your attention to the fact that payment will be charged for impressions. Therefore, you can additionally specify restrictions on showing the same video to one user. On this platform, the impression will be counted from the second second if the player is approximately half in the visible area of the user's device screen.

To manage rates, you can choose manual or automatic mode. In the second case, several options are possible:

• Maximum number of impressions at the minimum price. In this case, a certain weekly budget is allocated and then it is evenly distributed depending on the current situation.
• Reducing the cost of repeat impressions. In this case, the price of each subsequent impression to the same user will decrease.
• Payment for views. In this case, your costs for video advertising will be higher, but you will be able to reach the maximum audience, since your ad will be in the most visible positions.

In parallel with this, at the beginning of the year, the platform also launched 4 more automatic strategies in beta mode: “Growth of visits to the site”, “Growth of queries in Search”, “Growth of brand metrics”, “Growth of target actions on the site”. But for now, only those who simultaneously launch Visit Lift, Search Lift, Brand Lift, Target Lift studies will be able to use them in practice.

In order to increase the efficiency of your work at this stage, we recommend additionally setting up the collection of a portrait of your target audience. Thanks to this, you will see who interacts with your video and will be able to use this information in the future when developing new strategies. A separate segment in Yandex Audiences will be automatically created for each event.

Basic technical requirements for a video for advertising in Yandex.Direct

In order to minimize modifications and changes, you should initially create a video for advertising that will fully meet the requirements of the site:

• allowed formats: MP4, MOV, WebM, QT, AVI, FLV;
• video duration: 5-60 sec and no more than 6 sec for Bumper format video, 15 sec for Non-skippable format video;
• maximum possible size: 100 MB;
• resolution: from 640 × 360 pixels and more.

Use these recommendations and you will be able to immediately create a video according to these requirements, thereby eliminating its return for revision.

Videos for performance campaigns

Unlike the previous option, here video advertising is used initially for the purpose of increasing sales or obtaining other results that can be measured, such as the number of requests for additional consultations, the number of application downloads, etc. Here we are talking directly about focusing on the target audience. That is, videos will be shown to users who already have a confirmed demand for a product or service.

The Yandex Advertising Network is used as a platform for launching such advertising. Here you can use such types of videos as InStream and OutStream, and the fee will be debited for each click. Such advertising is often used as an addition to text and graphic ads. You will be able to launch a separate campaign, getting the opportunity to flexibly manage all its settings or add new ads to an existing campaign. The second option is more suitable for cases when a reliable and working strategy is used, which has proven itself in practice, that is, it requires a minimum of modifications and changes.

Among the distinctive features of performance video advertising, it is worth highlighting:

1. video duration: 5-60 sec;
2. impressions will be counted starting from the 2nd second, provided that the user sees at least 50% of the player;
3. you can add titles, text descriptions, and a CTA button for quick contact to the videos.

We would like to draw your attention to the fact that video clips and text and graphic ads with video additions will not compete in the auction. That is, you can choose one of these options for yourself or use both formats at the same time. It is also important to understand that video ads that will be shown on Yandex advertising network sites directly in the InPage block will initially be without sound. If the user hovers the mouse over this ad, the sound will start automatically.

To create such an ad, you can use the built-in creative designer in Yandex.Direct. You simply upload your video that was previously filmed or created in the designer, and then add a title, text accompaniment, choose the colors of the inscription, add buttons and get the finished result in the shortest possible time.

Conditions for displaying performance video ads

Before launching your video ad, you will need to configure its additional conditions, thereby increasing efficiency and minimizing empty budget spending. In particular, the following key parameters should be highlighted here:

• adding key queries that will reflect the specifics of your company;
• the main parameters of the target audience, its segmentation;
• targeting by location, which will be especially relevant for local businesses;
• targeting by time;
• user interests in the short term: involves showing video content to people who are interested in your product directly at this moment in time.

We would like to draw your attention to the need to set all these settings as accurately as possible. The more correctly you do this, the more effective your video advertising will be in the end, even within a limited budget.

Features of launching advertising through VK Advertising

Social networks are not lagging behind classic advertising platforms built on the basis of search engines. This means that advertisers will be able to launch their video advertising here as well. The leading position in this market segment today is occupied by the VK Advertising platform. Over the past six months, advertising budgets in this segment have increased almost 3 times compared to the same period in 2023, and the number of companies that use promotion services in VK Clips has grown more than 6 times over the past year.

The advertising platform of the VKontakte social network is actively used by the audience to promote various goods, services, applications, collect target audiences, increase brand awareness, website traffic and other online representations. Today, video ads are most often placed in two sections:

1. Target actions.
2. Awareness and reach.

Let's get acquainted with the features of each option in more detail.

Video advertising in the "Target actions" section

Video advertising that will be launched through the VK Advertising tab "Target actions" is focused on campaigns that attract the target audience, ensure the promotion of sites, mobile applications, videos and other broadcasts, thematic communities. You will only need to create a classic ad here aimed at promoting your object and add a video to it. Subsequently, it will be shown in the news feed, as well as in clips and other videos provided in the VKontakte social network, as well as on other platforms included in this ecosystem.

To simplify the work associated with the creation of video ads, you can use the built-in creative generator, which works in automatic mode. You will only need to upload pictures to your personal account, and the platform's own neural network will generate an advertising video of vertical or horizontal positioning based on them. If you wish, you can make adjustments, edit the resulting material, replace the original pictures or crop them.

If you are faced with the task of promoting the entire product catalog at once, we recommend paying attention to such a video format as Shoppable Ads. In this case, your product cards from the feed will be displayed on top of the main video. If the user is interested in a particular product, he will simply click on the card and automatically go to the page where you can place an order for this product. This format can be used to promote products from a mobile application, a full-fledged website, a VKontakte community, or a marketplace. It is allowed to display from 3 to 20 product cards in one video ad. This format can be used both separately and in combination with a launched campaign to promote a product catalog.

Shoppable Ads involves working with videos that meet the following characteristics:

• duration from 5 to 30 sec;
• horizontal positioning with an aspect ratio of 16:9;
• the presence of a link to the landing page built into the general button in the ad.

We would like to draw your attention to the fact that in this case, product cards will be pulled into your video automatically from the product feed that you uploaded earlier. Before you can do this work, you will need to add a feed to the company and link it directly to the data source. In particular, you can use a tracker if you work with applications, an API key if with marketplaces, and a VK Advertising pixel if the actions are carried out with a website.

Video advertising in the “Awareness and Reach” format

If you are pursuing the goal of increasing brand awareness and increasing audience reach, then all settings of your advertising should be performed directly from the “Awareness and Reach” tab. In this case, you can use different media campaigns:

• video advertising that will be launched in applications on websites, VK videos and clips, games;
• banner advertising on all sites included in the closed VKontakte ecosystem;
• videos, clips, posts as solutions for promoting material from communities or individual authors in the news feed of the social network and clips.

The most suitable advertising format will need to be chosen based on the goal you have set for this campaign. Alternatively, banners will help you increase brand awareness, build loyalty to it among the audience, and videos are best at attracting users' attention to a new product or an interesting promotion.

What are the requirements for videos on the VK Advertising platform

VK Advertising has prescribed separate technical requirements for video advertising, dividing all formats into 2 separate groups:

1. Banners and universal ads containing a video. Here the width must be at least 600 pixels, and the total duration up to 5 minutes when promoting communities and applications and no more than 3 minutes for other types of advertising objects. The total weight of such an ad must be no more than 90 MB, and possible formats are mp4, avi, mpeg, mov. Aspect ratio options: 1:1, 4:5, 9:16, 16:9, and the minimum resolution is 640×360. All elements of the video that can be considered important should not be placed in blind spots. It is important to keep the margins of about 10% from the top and 20% from the bottom border.
2. Clips. The duration of the clip should be between 3 seconds and 3 minutes, and its resolution should be at least 1080x1920 pixels. The total weight should not exceed 1 GB. A huge variety of formats are allowed here, namely: AVI, M2TS, MP4, M4V, 3GP, MPEG, RMVB, MOV, WEBM, FLV, WMV, VOB, RM, F4V, MPG, OGV, TS, MKV, MTS. If you use music in your videos, it should not violate copyright under any circumstances.

Follow these recommendations to meet the requirements of the platform and launch a video ad that will be accepted for placement without any problems.

Ways to improve the effectiveness of video advertising

Video advertising is a product that can create a fairly attractive and solid brand image, increase the volume of loyal audience, stimulate sales and bring in stable income. To avoid mistakes at this stage, use the following tips:

• Bet on the attractiveness of the video. This is what guarantees your success. Here it is worth using a well-known plot, popular characters, that is, what is familiar to the audience and can interest it.
• The most important and interesting information should always be placed at the very beginning, literally in the first seconds. This is what will motivate people to watch your video ad to the end.
• Whatever you talk about, the focus should always be on the brand or a particular product. You should get a video in which viewers see your company or product at every moment.
• Use subtitles. This way you can convey the desired information even to those people who currently have the sound turned off on their device.
• Don't make videos that are too short or, on the contrary, too long. It is important to stick to the "golden mean". Practice has shown that this is 10-12 seconds.
• Be sure to use all possible targeting settings, directing your advertising directly to the target audience. This way, you will minimize wasted budget and will focus on people who are really interested in your products.
• Think about how to formulate your unique technical offer so that it sounds as convincing and effective as possible. You should show the audience in a few seconds why they should contact you.
• Add call-to-action buttons to your videos to immediately motivate interested people to interact with you.
• Constantly monitor the effectiveness of video advertising in terms of how well it fulfills its task. Modern web analytics systems or built-in statistics of the platform through which you launch your ads will provide significant assistance in this.

But with all this, it is still very important not to miss the smallest details. And additional tips will help with this.

How to create a video ad as correctly as possible

If you want to initially create and launch a video ad that will give a good result and fully justify the investment, think through everything to the smallest detail in advance. And the following tips will help you with this:

1. Choose the optimal promotion format for yourself. Here, first of all, you should proceed from what platform and what channels you plan to work with. It is clear that videos intended for stories and for a regular Instagram feed will differ from each other. Here you need to take into account the placement of the image, its size. That is, it is important for you to familiarize yourself with the requirements of the platform and prepare your material directly for it.
2. Determine the optimal duration of the video ad for yourself. This also directly depends on the format of the video and the location of its future placement. That is, even before working on the video itself, it is important for you to determine the optimal time frame and be sure to stick to it later.
3. Calculate the budget of the future company. Here, it is important to consider not only the direct cost of creation, but also how much it will cost you to broadcast the video. If you plan to attract additional specialists, the cost of services may be quite significant. Think about whether it will pay for itself later or perhaps you need to reconsider your strategy.
4. Determine the goal that you want to achieve during video advertising. Only after this can you move on to developing scripts. Here, everything must be thought out so carefully and thoroughly that you can really attract the attention of viewers. And it is important to do this literally in the first seconds. Otherwise, the person will simply scroll past your video.

Later, you will need to very carefully monitor the budget expenditure and compliance with the deadlines for the implementation of each stage. This is especially true if you involve third-party specialists. Defining a number of metrics in advance that allow you to evaluate the effectiveness of advertising will be of significant help in this. If you see that the indicators are lagging behind the desired ones, then you will need to make changes to the original strategy.

Summing up

If we analyze all these promotion methods that modern businesses use in practice, then video advertising gives the maximum results. But all this will only be relevant in those cases when you manage to think everything through as carefully as possible and get a video that will really interest the audience. We hope that the information that we provided in today's review will be of significant help to you.

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