What Is Video Advertising? And How to Make It Work in the Age of Scrolling

In a digital landscape where thumb-stopping content wins the day, video advertising has become one of the most effective ways to reach and engage online audiences. From paid placements on social feeds to in-stream ads and branded content, video is more than just a visual, it’s a performance tool.

But with attention spans shrinking and content consumption habits changing fast, the way we approach video ads needs to keep up. So, what exactly is video advertising today, and how can you make it work for your brand?

What Is Video Advertising?

Video advertising refers to promotional content that appears in video format; typically across platforms like YouTube, Instagram, TikTok, and programmatic networks. It can be standalone content, such as a branded video post, or embedded into a larger media plan, like pre-roll ads before other videos.

Marketers use video to drive brand awareness, conversions, and everything in between. With growing access to video creation tools and targeted distribution, it’s now more scalable than ever.

Benefits of Video Advertising

Stronger Engagement: Video grabs attention quickly and holds it longer than static content, making it ideal for storytelling and brand recall.

High Conversion Rates: Videos often drive better click-through and conversion performance, especially when placed in the right context or paired with a clear CTA.

Versatility Across Funnels: Whether you're building awareness or closing a sale, there's a format and placement that fits nearly every stage of the customer journey.

Better Retargeting Opportunities: Video view-based audiences allow for strategic retargeting based on levels of interest or drop-off points.

Platform-Preferred Format: Platforms like Instagram, TikTok, and YouTube reward native video content, often giving it more organic reach and lower CPMs.

Types of Video Advertising

In-Feed Social Ads

These are the vertical, quick-hit videos you see on platforms like TikTok, Instagram Reels, and YouTube Shorts. They blend seamlessly into users' feeds and often mimic organic content in tone and style. Because they feel native, they tend to have strong engagement and are perfect for mobile-first audiences. Performance here relies heavily on pacing, hooks, and keeping the viewer interested in the first few seconds.

Pre-Roll and Mid-Roll Ads

These play before or during other video content, usually on platforms like YouTube or connected TV placements. Pre-roll ads can be skippable or non-skippable and work well for building awareness. Mid-rolls are typically used in longer content and can drive brand familiarity through repetition. These formats require tighter messaging to keep users from skipping.

Programmatic Video Ads

Served across websites and apps via ad exchanges, these can show up in various formats and placements. They're ideal for scale and offer detailed targeting and reporting. Programmatic video allows you to reach users outside of traditional social channels, helping you diversify reach. It’s especially effective when paired with strong creative rotation and A/B testing strategies.

Trends in Video Advertising

Short-Form > Long-Form

Marketers are leaning into short-form video because it matches the way users consume content today: fast, fragmented, and mobile-first. Platforms are optimizing for this too, with TikTok leading the charge and YouTube Shorts quickly catching up.

Repurposing Content for Different Platforms

Brands are turning one core video into multiple cutdowns for different platforms, resolutions, and formats. This allows marketers to stretch their production budget while testing performance across different user experiences.

Sound-Off Strategy: Caption Everything

Since many users scroll with sound off, it’s essential that videos still deliver their message silently. Captions, subtitles, and strong visual storytelling are now non-negotiables for successful video ads (Source).

Tips for Stronger Video Ad Performance

Lead With the Hook: Capture attention in the first 1–3 seconds to avoid scroll-past behavior.

Test Multiple Variants: Don’t rely on one cut—test different intros, calls-to-action, and formats.

Design for Mobile: Think vertical, thumb-friendly, and visually clear.

Analyze Performance Beyond Views: Look at metrics like completion rate, click-through rate, and post-view actions.

Conclusion

Video advertising is one of the most powerful tools in a marketer’s toolkit, but it’s also one of the most nuanced. The same 15 seconds can flop on one platform and fly on another. It all depends on the format, context, and execution.

As consumer behavior shifts toward shorter attention spans and mobile-first habits, the way we create and deploy video needs to evolve with it. Whether you're an in-house marketer or working at an agency, keeping up with trends and testing frequently is key. Video is here to stay, make sure yours scrolls with impact.

Summary

Video advertising includes everything from social in-feed to pre-roll and programmatic placements.

It offers stronger engagement, better retargeting options, and platform-favored reach.

Short-form content and sound-off storytelling are dominating trends.

Repurposing and testing variants improves reach and performance across platforms.

Smart creative execution and platform-specific strategy are the difference-makers in scroll-first environments.

SO, WHERE DO YOU FIND THIS PARTNER?

Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.