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Video Killed the Static Ad: How Video Advertising Reels Results

  • Shai Luft
Video Advertising Agency

Video Killed the Static Ad: How Video Advertising Reels Results

Video advertising has evolved far beyond traditional TV commercials, offering brands unparalleled precision in targeting, measurement, and engagement across a growing array of platforms. From AVOD (Ad-Supported Video on Demand) and BVOD (Broadcaster Video on Demand) to Cinema, YouTube, and Connected TV (CTV), advertisers now have the tools to deliver highly personalised, performance-driven campaigns.

In this article, we explore the latest advancements in video advertising, including cutting-edge targeting methods, new measurement capabilities, and the diverse opportunities available across channels.

Advanced Audience Targeting Capabilities

One of the biggest advancements in video advertising is the ability to target users with precision. Brands are no longer limited to broad demographic segments; instead, they can leverage:

  • Behavioural Targeting: Delivering ads based on users’ online behaviours, such as websites visited, search history, and past interactions with brand content.
  • Contextual Targeting: Aligning ads with relevant content themes, ensuring messaging appears in brand-safe, high-engagement environments.
  • First-Party Data & CRM Integration: Using owned customer data to re-engage existing users or finding like-minded new customers across video platforms.
  • Retargeting & Sequential Messaging: Serving ads to users who have previously engaged with video content, including those who watched a percentage of a prior ad.
  • Geo-Targeting & Localised Messaging: Delivering ads based on a user’s location, down to postcode-level precision.
  • Cross-Device Targeting: Ensuring consistent messaging across mobile, desktop, tablet, and CTV for a seamless user experience.

These advanced targeting strategies have contributed to the growth of digital video advertising, with global spending reaching approximately $176.63 billion in 2023, according to Statista.

Enhanced Campaign Measurement & Performance

Video advertising is no longer just about reach and awareness. Today’s campaigns can be optimised using advanced performance metrics, including:

  • Completion Rates: Measuring how many users watch an ad to the end, providing insights into creative effectiveness.
  • Viewability & Attention Metrics: Assessing how visible an ad is on the screen and whether users actively engage with the content.
  • Brand Lift Studies: Measuring the impact of video campaigns on brand awareness, perception, and purchase intent.
  • Attribution & Conversion Tracking: Linking video views to downstream actions such as website visits, form fills, or purchases.
  • Incrementality Testing: Understanding how video advertising drives incremental results beyond organic or existing marketing efforts.
  • Engagement Metrics: Measuring interactions such as clicks, likes, shares, and social amplification.

Studies have shown that video ads have an average click-through rate (CTR) of 1.84%, the highest among all digital ad formats. Additionally, 78% of marketing professionals report that videos have directly helped increase sales.

By harnessing the combined power of advanced audience targeting and enhanced campaign measurement available to advertisers through Bench, it is possible to turn awareness-level video campaigns into tangible revenue outcomes.

Britax, a leading child safety brand, used online video ads and BVOD to augment paid social activity for increasing in-store sales. This Bench Media campaign resulted in a 250% conversion uplift for the audiences exposed to the video and awareness campaign compared to non-exposed audiences.

Expanding Video Advertising Opportunities

As digital video consumption continues to rise, brands have more opportunities than ever to engage audiences through various platforms and formats, including traditional TV, streaming services, and social video. Advertisers can now leverage programmatic technology to deliver personalised video ads at scale, reaching consumers at the right moment across multiple screens.

According to a report by Statista, ad spending in the Digital Video Advertising market worldwide is projected to reach US$207.52 billion in 2025.

How to Leverage Performance-Driven Video Ads

AVOD – The Growth Video Channel

AVOD platforms allow users to access content for free in exchange for watching ads. In Australia, AVOD services such as Binge, Netflix, and Amazon Prime Video (ad-supported tiers) provide opportunities for brands to engage audiences who prefer cheaper ad-supported streaming over more expensive subscription tiers.

BVOD – Enhancing Video Performance

BVOD services, including 9Now, 7plus, and 10 Play, provide premium, locally produced content from major Australian broadcasters. Unlike AVOD platforms, BVOD offers access to professionally curated programming with high levels of viewer engagement.

CTV Advertising – Maximising Digital Advertising Efficiency

CTV (Connected TV) advertising enables brands to reach audiences streaming content on smart TVs, streaming sticks, and gaming consoles. Platforms such as Fetch TV, Kayo Sports, and Foxtel Go allow advertisers to place targeted, unskippable ads within premium long-form content.

The Power of Cinema Advertising

  • Unskippable, Full-Screen Engagement: Unlike digital ads, cinema ads play in a captive environment with high attention rates.
  • High Audience Recall: Due to the immersive nature of cinema, studies show that moviegoers retain brand messaging at a significantly higher rate compared to other video formats.
  • Premium Brand Association: Ads appear before blockbuster films, allowing brands to align with high-quality, high-production-value content.

The Future of Video Advertising

With the continued growth of digital video consumption, advertisers must stay ahead of evolving trends. Innovations in AI-driven creative optimisation, programmatic buying, and interactive ad formats will further enhance the effectiveness of video campaigns.

Is your brand ready to take video advertising to the next level?

Contact us at Bench Media to explore cutting-edge video advertising solutions, tailored to your campaign objectives.

Want to know even more about Video advertising including TV and Cinema?

Check out the FAQ’s on our video advertising page.

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Shai Luft

Shai brings over 25 years of marketing expertise, specialising in data-led strategies that drive business growth. His career began in senior marketing roles at leading telecommunications companies, including TPG, Optus, and Telstra, where he gained deep industry insights and refined his strategic approach. In 2012, Shai co-founded Bench Media, an independent media agency renowned for its innovative media planning and buying capabilities. He has since consulted for a diverse range of B2C and B2B brands and served as a board advisor to ASX-listed companies. Shai holds a Bachelor of Commerce from UNSW, with a double major in Marketing and International Business. He has a strong affinity for brands in the automotive, finance, and utilities sectors, where he applies his strategic acumen to deliver impactful marketing solutions.

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