Is Facebook the Best Place for Video Advertising?

It seems the tides are changing in the digital realm, more specifically when it comes to video advertising. If you’re a regular reader of our blog it should be pretty apparent that video advertising is one of the best ways to advertise your business. Not only does video engage consumers better than text and picture but with 80% of users able to recall a video they viewed in the past 30 days, it’s become a necessity for brand recognition and growth.

So you’ve got on board the video advertising train, but your next big question is where is the best place to put said video? Well, you could try digital signage or the even cheaper option of placing it on your website, but you want as many eyeballs to see your video as possible. So you consider the various social media sites. Your first thought for video is probably YouTube, and back in December 2015 most people would agree with you, but as of May 2016, it seems the most popular site for video advertising amongst marketer was Facebook at 65%, with YouTube coming in second at 45%.This is the beginning of a big shift in the go to place to place your video ad, much to Facebook’s delight.

Why do brand prefer Facebook for their video ads? Well according to a study carried out by Wolfgang digital using a video ad on Facebook is not only cheaper than YouTube but will also get your video more impressions. Facebook’s average cost per thousand impressions is €0.98 whereas YouTube’s cost per thousand impressions is around €4.31. The same study also found that Facebook garnered more hours of views for video ads over YouTube. However, the quality of views on YouTube is higher than on Facebook. This means that more people view to the end of the video on YouTube than they do on Facebook. YouTube also works out cheaper than Facebook for quality views.

So how do you pick which is the better option for your video ad? Well if you want as many people as possible (within your budget) to see your video then Facebook might be the best option for you. If you want people to watch your entire video then YouTube is probably a better option. The difference between the two channels is understandable. When a user goes to YouTube they are specifically seeking out video, so they are already in the mindset to watch a video, so if your video ad catches user attention it is more natural for the user to watch to the end of your ad. On Facebook however people seek a number of different things, updates from friends, news and maybe some funny photos. Video isn’t what they are specifically looking for, but Facebook does a good job of allowing videos ads to be watched. All videos and video ads appear natively within the Facebook timeline, so it’s easy for people to watch them. Even better the user doesn’t even have to click play because videos autoplay in the newsfeed as a user scrolls past.

So while marketers are making the move to Facebook over YouTube it is important not to jump to the easy conclusion that your brand also needs to be doing video ads on Facebook like everyone else. The right platform comes down to your specific business needs and goals, but if you still can’t make up your mind, you can always just try both platforms and analyse your results later.

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4 Steps to Advertising on YouTube

When you think video advertising, we’re willing to bet YouTube probably comes to mind. YouTube is a great place to advertise your video and it should definitely be something you consider if you want to gain new customers. Here’s our guide to advertising on YouTube.

Step 1. The first step when creating a video ad campaign is to have a video. If you still haven’t gotten around to creating a video ad click here to create your professional video ad with Viddyad. Once you have your video, upload it to your business’ YouTube channel and then you’re ready for the next step. You will also need a Google AdWords account in order to create your YouTube advertisement

Step 2. Now that your Viddyad is ready to go, it’s time to think about what type of video ad campaign you want to run.

Option 1: Trueview in-stream format. This is the most common video ad campaign used on YouTube.  When a user clicks in to watch a video on YouTube, they will see your ad play. With in stream, a user can skip your ad after 5 seconds. You will only pay if the user watches to 30 seconds of your video ad or if the user clicks your video ad.

This option is great for all business type but especially the ones with a limited budget. Ensure your logo is in the first 5 seconds of your ad and it’s a great way to get brand recognition. Most people will choose to skip your ad after 5 seconds because they’re on YouTube to watch a particular video not your ad. You might think it a bad thing for someone to skip your ad but the first 5 seconds is a great way to build brand awareness. You can’t lose, even if someone does watch to the end of the video and you end up paying for it, the likelihood is they are interested in your offering and will want to learn more.

Option 2: Trueview video discovery format.  With this option your video will appear to the right hand side of the video display. It will display as a still image, but when a user clicks onto it they will be brought to your business’ YouTube channel where the ad will automatically play. You will pay once a user clicks your ad.

Step 3. Choose your audience. There are lots of ways to narrow down your audience when working with YouTube ads, choose from the following options:

-Demographics – age, gender and parental status

-Interests – Pick from a number of topics of interest to your target audience. Target    interests specifically. For example,a sports shoe company could target avid marathon runners rather than just sports fans.

-Topics – Reach an audience that watches a particular category of video. So if you’re selling a beauty product you could set it so that your video is displayed on YouTube videos where the topic is about beauty.

-Keywords- You can choose to show your video ad when a particular keyword is searched on YouTube.

-Exclude areas – You can also choose to exclude certain topics or keywords you know you don’t want your video to be displayed on.

Step 4 – Set a budget. It is easy to set a budget for your YouTube campaign, and once it’s set you won’t spend more than your maximum over the course of the campaign length. So what do you get for your money? Well, it all depends on your campaign and targeting, but at a basic and approximate level for $1 your video can get up to 100 views.

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Some phrases you’ll want to know

Impression – When an ad is seen by a user of Facebook, it’s referred to as an impression. One view is one impression

Cost per mile – in this case, mile stands for thousand impressions. So this is cost per thousand impressions. Most ads on Facebook are changed on a cost per mile basis. So you are charged every time your ad is seen or in industry terms, every time your ad is ‘served’ to a user.

Cost per click – this is when you are charged every time your ad is clicked.

When advertising on YouTube, as with any other Google advertising products, your ad will be placed in an auction to determine when it will be shown. The amount of advertisers who want to target a similar audience will nearly always outweigh the amount of ad space that’s available. Google take a number of things into account when deciding what ad should be shown in certain times and places. Firstly the Google algorithm will determine if the targeting you have set up in your campaign matches the user demographics and the type of video being watched. Once this is determined they calculate Ad Rank. Ad Rank is calculated by combining the CPC bid and the ad quality score. The quality score is determined by how useful an ad is to a user. So if you have an ad for fur coats and you target PETA activists, animal lovers and vegans, your quality score will most likely be ranked low, because the likelihood of this demographic gaining anything from your ad is very low.

YouTube is a great opportunity to build brand recognition and get your video in front of a lot of people for a reasonable small spend or at times, even for free!


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Video Ad Campaign Hall of Fame: Evian “Live Young” Campaign

Considered one of the most successful ad campaigns in history, Evian’s roller babies from their “Live Young” campaign holds the official Guinness World Record for the most viral video ad of all time as of 2013.


Released in July of 2009 these dancing babies generated over 102 million views, 130,000 comments, and 500,000 Facebook fans within 10 months. The Evian babies started out as just a viral video campaign online, but eventually made their way to television and continued to release a variety of videos promoting the youth of Evian Mineral Water.

The “Live Young” campaign revolves around this idea of youth and the care-free, relaxed style that is associated with living young. The mineral water brand took the core values of their company and were able to come up with a unique and fun way to promote it.

The babies also serve more of a purpose than pure humor. Back in 1935, Evian Water was recommended by doctors as the perfect water for babies due to its pH-neutral mineral composition.

Instead of just trying to imagine a hilarious ad campaign that would go viral, the “Live Young” campaign was so successful because it was based on a foundation. They took their history and an overall message (that Evian’s mineral water has the essence and embodiment of youth), and they amplified it in a way that would really resonate with their audience.

Evian’s promise of youth continues with a relaunch of the babies and the “Live Young” campaign.


The new surf-themed commercial for Evian titled “Baby Bay” was recently released by BETC Paris and is accompanied by a North American outdoor ad campaign starring both the babies and supermodel Gigi Hadid. The video advertisement is airing on TV in select places including the UK, France and Japan. For right now the U.S. is only getting outdoor ad piece of the campaign with Gigi Hadid and her “surf-baby doppelgänger”.



Marketers can learn a lot from this addition to the Video Ad Campaign Hall of Fame. Always stay true to the core values and use the message of your business as inspiration. From there, all you have to do is brainstorm a fun idea that symbolizes your business and keeps your message alive!



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Video Ad Campaign Hall of Fame: Our Blades Are F***ing Great

Becoming an instant billionaire? Sounds f***ing great.

Yesterday, Fortune announced that Dollar Shave Club, a startup that ships razors directly to subscribers’ homes each month, sold to Unilever for a whopping $1 billion.

The Dollar Shave Club brand exploded into the public consciousness in 2012, when the company released what can only be described as an exercise in absurdist advertising.

The video ad—which features Dollar Shave Club Founder Mike Dubin, a man in a bear suit, and the f-bomb—has almost 23 million views on YouTube. The success of Dollar Shave Club and their Little-Ad-That-Could confirms what great advertisers have been saying all along: advertising and playing it safe have no business being together.

As David Ogilvy, described by some as the Father of Advertising, famously said: “Don’t bunt. Aim out of the ball park. Aim for the company of immortals.”

Dollar Shave Club certainly hit it out of the park. Dubin, who has a background in improv comedy, explained that he wrote the ad in an attempt to stand out from brands that take themselves too seriously.

He said, “The world is filled with bad commercials and people who are marketing too hard. I think what we wanted to do is not take ourselves too seriously, and deliver an irreverent smart tone.”

This irreverence has certainly inspired copycats. The Dollar Beard Club, which claims to be the manlier alternative to the Dollar Shave Club, piggybacked off of Dubin’s great idea and gained quite a following of their own.

2 million views? Not too shabby.

There is something to be learned from both the Dollar Beard and Dollar Shave Clubs. First, if you see a strategy that works for someone else, try it out: there is a chance it will work for you too. There is no shame in learning from the success of others.

Finally, take risks. Be irreverent. Dust off that old sense of humor and try it on, even if it’s a bit strange and you’re worried it will weird people out.

If you’re feeling exceptionally brave, you could even try to float some puns. It seems to have worked for the Dollar Shave Club.

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Each Thursday, the Viddyad team will choose a new commercial to add to our Video Ad Campaign Hall of Fame. If you have any nominees (video advertisements that made you laugh, made you cry, stood the test of time, or made you go “WHOA”) let us know! Comment below or shoot us an email at

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The Top 5 Social Media Campaigns of All Time

Businesses of all sizes from everywhere in the world have been attempting to crack the code to a successful viral marketing campaign. While it may seem like social media has only become a key factor in the viral campaign industry over the last several years, social media campaigns date as far back to 1999 with the movie The Blair Witch Project.

We’ve compiled our own list of the Top 5 Social Media Campaigns of All Time. Maybe you can pick up a few tips from these successful marketing strategies:

1. The Blair Witch Project



There may not have been Facebook and Twitter in the summer of 1999 when The Blair Witch Project was released, but these marketers made one of the first ever attempts at a viral marketing campaign. They were able to generate a big buzz for a small budget movie by posting fake newspaper clippings about the disappearance of the movie’s characters on web sites and message boards. Were the events depicted in the movie based on a true story? We will never know.

This campaign sparked interests in the film months before its release, and led to box office earnings of $29 million during its first week alone.

2. Old Spice Spokesman

While the Old Spice slogan “Smell like a man, man” and its TV commercials are successful marketing campaigns on their own, the grooming products company hit gold with their interactive viral social media campaign. Spokesperson Isaiah Mustafa was already popular from their commercials, but Old Spice took it to a new level by interacting with fans via web videos in 2010. Fans submitted questions to Mustafa via Twitter, and the Old Spice spokesman responded to these questions with over 180 web videos. He responded via video to one Twitter user @Alyssa_Milano four times and even sent her flowers.

Talk about increasing audience engagement, am I right?!

3. ALS Ice Bucket Challenge

Perhaps one of the most engaging social media campaigns of its time, the ALS Association generated 70 billion video views and raised $220 million in the summer of 2014. The association raised awareness for ALS by having people dump buckets of ice on their heads and post a video of it on social media, challenging other friends to do the same and donate to the cause. Celebrities from all over got on board with the campaign and posted hilarious videos of themselves participating in the challenge. Amongst the most popular celebrity Ice Bucket Challenges were Justin Bieber, Bill Gates, and Kim Kardashian on the Ellen Degeneres show.

The ALS Association spent no money on promoting this campaign, and was awarded the Facebook for Good award in the Facebook Awards.

4. Always #LikeAGirl


Another 2015 Facebook Awards winner for their viral campaign was the Always #LikeAGirl campaign which raised awareness and confronted gender norms. Their videos called for a change in perceptions of what it means to “act like a girl.” As these videos went viral all over social media, and especially on Facebook, they generated a lot of feedback from their audience and social media users. The feminine hygiene brand increased the emotional connection with their audience and boosted purchase intent. The #LikeAGirl video became the most watched video in Procter & Gamble history with 76 million views.

5. World Wildlife Fund #LastSelfie


And finally a viral social media campaign from 2016, the WWF’s #LastSelfie Snapchat campaign brings awareness to animal species at risk for extinction. The idea behind their campaign was to show audiences that endangered species are disappearing in the world just like selfies disappear from Snapchat in 10 seconds. These vibrant images capturing different endangered animals grab your attention, along with their sad but brutally honest captions that this could be their “last selfie.” The WWF took something everyday like a selfie and used it as a call to action, raising awareness for animal species in danger of going extinct all over the world.

All of these viral campaigns have one thing in common: they thought outside of the box. To create a viral social media campaign, you need to get away from ‘the norm’ and get creative outside of your comfort zone!


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