Why Online Video Investment is Taking Over

‘Digital video ad spend reached €13.2 billion in the first half of 2023, while TV ad spend remained flat at €12.8 billion’ (IAB Europe & PwC MoneyTree Report 2023).

Video marketing continues to prove itself as the most engaging and reliable format to deliver marketing campaign messages, no matter what they are. While traditional marketing efforts may falter, video marketing and online digital video are consistently delivering our clients excellent results.

The rise of online video is not just a trend but a shift in audience preference. As consumption continues to increase, so too does the opportunity for marketers to create promo videos and captivate this growing audience with unique video content.

Let’s breakdown this opportunity and see if you agree that this is a bounty ready for the taking.

The Rise of Video Consumption

There are many contributing factors in the rise of video consumption and, consequently, the rise in video content marketing and promotional video.

Connected TV

Connected TV (CTV), meaning any television that connects to the internet to stream video content, bypassing traditional cable or satellite providers. This definition therefore encompasses Smart TVs, streaming sticks like Chromecast and the Amazon Fire Stick, gaming consoles, and other similar devices. Over the last few years, these types of CTV devices have increasingly found their way into households. It has not just been the advances in technology which have been responsible for this large uptake in the entertainment medium; notable CTV viewership can be attributed to the pandemic. Lockdowns propelled a swift transition toward home entertainment, with CTV emerging as a particularly convenient and adaptable option for satisfying entertainment needs by facilitating easy access to streaming services and popular video platforms like YouTube.

CTV growth Insider Intelligence

Mobile Devices and Social Media Platforms

The rise of mobile/smart phones and social media platforms has made online video marketing more appealing because it caters to shorter attention spans, allows for easy sharing, and thrives on the visual nature of these platforms. Social media giants such as TikTok have capitalised on these opportunities. TikTok’s unique formula of organic reach, highly engaged users, user-generated content, influencer marketing, and short-form video has transformed it into a marketing powerhouse. This is evident by the fact that ‘the share of users buying on TikTok is 37%’ (Statista, 2023), highlighting its immense potential for brands to connect with audiences, build awareness, and drive sales through promotional videos.

YouTube is another such platform which has come on stronger than ever before in recent years. But statistics reveal that this is only the beginning of a huge surge in popularity with usership expected to grow to ‘933.9 million in 2024 and reach over a billion by 2026‘ (Statista, 2024). It’s no surprise that more traditional formats like print, TV and radio are struggling to compete.

Why Video Works for Marketers

‘A resounding 89% of consumers are hungry for more video content from brands. It’s not just a passing trend’ (Wyzowl, 2024)

Capturing attention and fostering meaningful connections with your audience is crucial. Video promo offers a powerful and engaging way to tell your brand story, increase engagement, and drive conversions.

  • Engaging and Captivating: Studies show that video content leads to significantly higher engagement compared to other marketing formats. Engaging videos hold viewers’ attention for longer, allowing you to deliver your message in a compelling and memorable way.
  • Storytelling Power: Unlike any other medium, video allows you to craft captivating narratives that resonate on an emotional level. This helps you build deeper connections with your audience and leave a lasting impression.
  • Personalisation Made Easy: Dynamic video offers the unique ability to tailor your message to specific audiences based on their preferences and needs. This personalised approach fosters a sense of connection and increases the likelihood of conversion.

Our long-standing client, RL360, reaped the benefit of a promotional video campaign. Find out how we generated 20 million views for them on our YouTube channel here.

Trends in Promo Video Marketing

Short Form Video Content Marketing

With attention spans shrinking and online content becoming increasingly saturated, short-form video is king. Studies show viewers typically watch video ads for only 15 seconds. That’s why Digital Willow recommends crafting captivating video assets that are 15 or 30 seconds long to grab attention and deliver your message quickly. While longer videos might reside on your website, for promotional purposes, keep it short, sweet, and impactful.

Connected TV (CTV)

Connected TV (CTV) has emerged as a leading platform for consuming all types of video content, fuelled in part by the global pandemic’s impact on viewing habits since 2020. Millions now turn to CTV for entertainment, but statistics reveal a growing trend: professional services video content is gaining significant traction via this medium.

This shift in consumer behaviour presents a golden opportunity for digital marketers. By leveraging CTV, you can deliver targeted messages to business professionals actively seeking thought-leadership, educational, and tutorial content. Check out our full blog on the power of CTV here.

Netflix and Amazon Prime Video

Prime Video launched ads in February, and many users haven’t upgraded to the ad-free tier yet. This means low ad clutter and premium inventory on one of the biggest streaming platforms. This makes CTV ads on this platform an extremely fruitful target for marketers for many reasons. Millions are experiencing Prime Video ads for the first time, making them more receptive to messaging. There is also limited competition on these platforms as it currently stands; with less ad saturation, your brand will stand out from the crowd. Furthermore, the audience is likely to be highly engaged on these top-tier streaming platforms.


No longer just a platform for dance trends and lip-syncing challenges, TikTok has emerged as a powerful tool for promotional video marketing. With over one billion monthly active users globally, TikTok boasts a massive and diverse audience, particularly attracting younger demographics like Gen Z. This unique platform allows brands to create engaging and creative short-form content that resonates with these viewers in an authentic and relatable way. Through clever storytelling and effective use of trending sounds and formats, brands can tap into the immense potential of TikTok to reach a vast audience and achieve their marketing goals.

TikTok’s trends also offer a treasure trove for CTV marketers: branded AR filters and effects can create interactive experiences on streaming platforms, while “How-To” tutorials mirror TikTok’s educational bent and engage viewers. Additionally, behind-the-scenes content, popular on TikTok, allows brands to showcase their human side and build a stronger connection with audiences accustomed to such content on streaming services.

Shoppable Video Ads

Shoppable video ads have been taking the promotional video marketing world by storm in recent years. These innovative ads seamlessly integrate product information and purchase options directly within the video itself. This eliminates friction for viewers by allowing them to learn about a product, see it in action, and purchase it all within a single platform.

This streamlined approach significantly reduces the steps between product discovery and purchase, leading to increased conversions and sales. Additionally, shoppable videos offer valuable data insights on viewer engagement, allowing brands to refine their targeting and optimise their video content for even greater effectiveness.

Sustainable Video Advertising

In today’s environmentally conscious world, sustainability is becoming a key trend in promotional video marketing. At Digital Willow, we’re committed to helping clients reduce the environmental impact of their video ads. We achieve this by employing carbon-reduced video campaigns through optimised compression techniques. By reducing file size without compromising quality, we minimise the bandwidth and storage needed, resulting in lower energy consumption during the video production process. This approach not only benefits the environment, it also aligns with the growing consumer demand for responsible and eco-conscious advertising practices. Ask us today how we can help you optimise your video content and contribute to a greener future.

Your Video Promotion Strategy

Before diving into the world of video marketing and crafting a promo video, it’s crucial to establish a clear roadmap for success. We at Digital Willow believe in the importance of collaboratively defining your goals, whether it’s building brand awareness, generating leads, or boosting website traffic.

Understanding your target audience is equally important. Who are you trying to reach, and what resonates with them? By prioritising audience understanding, we can craft video content that speaks directly to their needs and preferences.

To help you kickstart your video journey, we suggest several essential video assets:

  • Branding video: Introduce your company, share its story, and explain its purpose. Let viewers know who you are and why you exist.
  • Educational videos: Address your target audience’s pain points and showcase how your business can solve their problems. Consider Q&A videos to directly address common inquiries and concerns.
  • “Bragging Rights” videos: Showcase testimonials from satisfied customers, conduct interviews to share their experiences, highlight case studies showcasing your success, and proudly display any awards you’ve earned.

By defining your goals, understanding your audience, and leveraging the power of these key video assets, you’ll be well on your way to creating impactful video content that resonates with your viewers and drives tangible results.

Contact Us

Video marketing reigns supreme: With its ability to capture attention, tell compelling stories, and drive engagement, video offers an unparalleled opportunity to connect with your audience and achieve your marketing goals. At Digital Willow, we’re passionate about helping you harness the power of video to transform your marketing efforts. With our video marketing services, we will propel your brand to new heights.

Let’s work together to craft captivating promo videos that resonate with your audience and leave a lasting impression.