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Engage and inform your audience with video ads

Leverage a variety of video ad formats and targeting options to effectively communicate your brand and products

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What is Video advertising?

Video advertising is a marketing strategy that uses engaging, short videos to promote a product, service, or brand, driving actions such as direct click-throughs or indirect responses like store visits. These ads can be distributed across diverse platforms, including TV, social media, websites, streaming services, and cinemas.

Connected & Linear TV ads

Family watching TV

Television advertising falls into two main categories: Linear TV and Connected TV (CTV).

Linear TV refers to traditional television delivered via cable or satellite, where content follows a predetermined programming schedule and ads are shown during commercial breaks. It offers broad reach, allowing brands to capitalise on high viewership periods, maximising exposure with strategically selected time slots, programs, and regions.

Connected TV (CTV) refers to internet-enabled devices like Smart TVs, gaming consoles, and OTT devices that stream on-demand or live content (e.g., Netflix, SBS OnDemand, FAST channels). CTV enables highly targeted ads, reaching specific audiences based on demographics, interests, and viewing habits.

Streaming services accessible via CTV can be grouped into several models:

  • BVOD (Broadcast Video On Demand): Services offered by TV broadcasters like SBS OnDemand, TenPlay, 9Now, and 7Plus
  • AVOD (Advertising-based Video on Demand): Ad-supported platforms where users access free content, such as YouTube or Tubi
  • SVOD (Subscription Video on Demand): Subscription-based platforms (e.g., Netflix, Prime, Disney+), sometimes offering ads in exchange for a lower subscription fee

Online Video ads

YT

BVOD, AVOD, and SVOD ads extend beyond CTV, reaching audiences on smartphones, tablets, and computers.

YouTube is the most popular AVOD platform for advertising, with over 20 million users in Australia and 2.5 billion users globally who spend nearly 20 minutes per day on the platform. Though limited to the Google ecosystem, YouTube offers highly granular targeting and operates on a CPC model, where advertisers only pay when a user clicks on their ad, rather than for impressions.

Online video ads can also appear across the open web as pre-roll, mid-roll, or post-roll ads within website video players.

Additionally, video ads can be injected into display ad placements on the open web, boosting engagement while benefiting from display’s lower costs and broader reach compared to specific video placements.

Finally, video ads are highly effective on social media platforms, leveraging the platforms’ detailed targeting capabilities.

Cinema ads

Cinema ads

Cinema ads are shown before the trailers and movies begin, providing an immersive experience on some of the largest screens available while people are settling in the movie theatre. Like Out-of-Home advertising, cinema ads reach audiences outside their homes and away from personal devices, ensuring 100% visibility and an ad-block-free environment.

Cinema ads can be tailored for either broad or targeted campaigns, from national reach alongside releases of blockbuster movies to hand-picked local placements in cinemas near stores, driving foot traffic and/or online inquiries.

How to use Video Advertising in a media campaign?

Video wall

Video advertising offers a versatile range of formats, devices, and targeting capabilities, making it a key component in media campaigns, whether aimed at mass reach or more targeted actions.

As they take advantage of motion and sound, video ads capture attention more effectively and often deliver messages more efficiently. Non-skippable formats (where available) and large screen placements contribute to higher engagement rates. While some video ad formats have shown to drive click engagement, pre-click metrics like video view completion rates can also be tracked and mobile device IDs can be captured. Audiences can be tagged based on their past exposure and effectively re-engaged through other mediums later in their customer journey.

Additional reporting such as footfall measurements, path to conversion and brand lift studies can provide further valuable insights into the influence of video ads on campaign results, forming a holistic view of your media performance.

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Video Ad Creative & Best Practices

Looking to make high-performing video ads? The creative itself is just as important as where the ad runs. Strong storytelling, platform-specific design, and smart optimisation turn good campaigns into great ones. Here are the video ad best practices every brand should follow:

1. How to Hook Viewers with Storytelling & Brand Messaging

The first 5 seconds can make or break your ad. Use bold visuals, compelling copy, or an emotional hook to grab attention. Introduce your brand early and make sure your message is clear from the start.

2. Optimal Video Ad Length & Formats for Each Platform

Different platforms require different approaches:

  • TV & BVOD ads: 15–30 seconds for impact.
  • YouTube ads: 6-second bumpers for awareness; 15–20 seconds for skippable formats.
  • Social media ads (TikTok, Instagram, Facebook, LinkedIn): 6–15 seconds in vertical or square formats to maximise engagement.

3. Best Practices for Calls-to-Action in Video Ads

Strong CTAs drive measurable results. Use action-oriented phrases like Shop Now, Learn More, or Sign Up Today. Display the CTA on-screen and, where possible, reinforce it with voiceover.

4. Designing Video Ads for Mobile vs. Large Screens

With most video ads consumed on mobile, ensure that text and visuals are legible without sound on small screens. For large-screen placements such as TV or cinema, focus on cinematic quality, layered storytelling, and impactful audio.

5. Why Captions & Accessibility Improve Video Ad Performance

Silent autoplay is the default on most social platforms. Adding captions ensures your message lands even with the sound off. Captions also make your ads more accessible, helping you reach a broader audience.

6. How to Test & Optimise Video Ad Creative

The best high-performing video ads are built on testing. A/B test different hooks, CTAs, and formats. Monitor key KPIs such as view-through rate, completion rate, and conversions. Refresh creative regularly to avoid fatigue and maintain results.

Cost & ROI of Video Advertising

One of the most common questions marketers ask is: “How much does video advertising cost – and is it worth it?” The answer depends on your objectives, your creative approach, and the platforms you choose. Below we break down the key cost factors and what kind of ROI you can expect.

1. Cost Factors in Video Advertising

Video ad investment typically includes three main components:

  • Production costs: From simple social edits to high-quality TV commercials, production can range from a few hundred dollars to six-figure budgets.
  • Media buying: The cost of placing your ads varies by platform, audience targeting, and campaign duration.
  • Ongoing optimisation: Testing, creative refreshes, and campaign management ensure your investment continues to perform.

Budget Ranges by Video Platform

Video advertising costs differ significantly depending on where your ads run:

  • Linear TV: Higher upfront media costs, best suited for national reach and mass awareness.
  • Connected TV (CTV) / BVOD: More efficient entry points than traditional TV with precise audience targeting.
  • YouTube: Flexible budgets; cost-per-view (CPV) often between $0.05–$0.30 depending on targeting.
  • Social Media (Facebook, Instagram, TikTok, LinkedIn): Entry budgets can be as low as a few thousand dollars, with CPMs often cheaper than TV.
  • Cinema: Premium impact, with costs depending on audience size, session frequency, and location.

3. Measuring ROI from Video Advertising

ROI should go beyond impressions. Brands can measure success through:

  • Sales & Leads: Direct conversion tracking via pixels, tags, and attribution models.
  • Brand Lift: Surveys and third-party measurement tools show uplift in awareness, consideration, and purchase intent.
  • Engagement Metrics: View-through rates, completion rates, and click-through rates provide leading indicators of performance.

4. Benchmarks & Case Studies

Across industries, video advertising consistently delivers strong results. For example:

  • YouTube campaigns can increase ad recall by up to 70% compared to static formats.
  • BVOD campaigns have shown completion rates above 90%, offering premium reach and attention.
  • Social video ads typically achieve higher engagement rates than static ads, driving stronger short-term action.

5. Scaling Strategy for Video Advertising

For brands new to video ads, the best approach is to:

  1. Start small on platforms like YouTube or social, where budgets are flexible.
  2. Test and optimise creative and targeting to identify what resonates.
  3. Scale investment into CTV, BVOD, or cinema once performance benchmarks are established.

This approach allows you to prove ROI at a smaller scale before committing to larger spends.

Video advertising costs are flexible and scalable. With the right mix of production, platform choice, and optimisation, brands consistently achieve strong ROI – from measurable sales uplift to long-term brand growth. Bench Media helps clients find the right balance, ensuring every video dollar delivers maximum impact.

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Case study

Alien

20th Century Fox trialled new video ad formats

Bench developed an APAC-wide video campaign for the release of blockbuster Alien: Covenant.

The innovative strategy focussed on reaching R-rated sci-fi aficionados and drive them to theatres. The campaign drove 2.9 million views and propelled the movie in the 9th place of all-time international box office in the Horror genre.

READ MORE

Frequently asked questions

  • What works better? Linear TV or Connected TV?

    That’s a complex question with many variables to consider, such as your brand, products, target audience, and budget. However, a combined strategy using both Linear and Connected TV can be highly effective. By running both simultaneously, you maximise reach and take advantage of incrementality, ensuring you connect with your audience regardless of what they’re watching. Linear and Connected TV often attract different types of viewers, and while 58% of households are reached by both traditional TV and streaming channels, 42% lean more heavily towards one or the other. For those overlapping households, this strategy also reinforces brand messaging, provided that frequency is managed to avoid overexposure.

    That said, this approach requires sufficient budget and may not be feasible for all brands. If necessary, you might prioritise one over the other. Linear TV typically reaches an older demographic and is better suited for large-scale campaigns, though it comes with limited targeting options and higher costs. Connected TV, on the other hand, offers more precise targeting, making it a better fit for niche products, younger audiences and smaller budgets.

  • How can you measure performance with TV?

    Both Linear TV and Connected TV (CTV) report on reach and frequency, though they use different methods to do so.

    For CTV, reach and frequency are measured similarly to other digital channels, leveraging live data as the campaign runs. CTV also offers more granular reporting, allowing you to segment data by audience groups. The influence of CTV campaigns on lower funnel activities can also be reported on.

    Linear TV relies on Nielsen ratings and/or Set-Top Box data to measure reach. This data is based on a sample of the Australian population, which is then modelled to reflect nationwide viewing habits.

    Additionally, there are tools to measure the effectiveness of your TV campaigns. Brand Lift Studies can assess improvements in brand recall, recognition, sales lift, and sentiment. Marketing Mix Modeling (MMM) can help determine the impact of TV ads on overall sales, market share, and ROI.

  • Can all brands advertise via Video advertising or are there restrictions?

    It depends on several factors.

    Primarily, it will depend on your brand, your products, and how well they fit being advertised to a broad audience. Equally important is how your message is presented in your video ads.

    For more sensitive products or themes, the medium you choose matters. Linear TV and cinemas tend to have the strictest guidelines, as they have less control over who sees the ads, particularly younger audiences. Networks may offer more flexibility if you restrict your ads to late-night slots or pair them with films that carry mature advisory ratings. CAD approval is also required for Linear TV.

    Digital channels provide more control over audience targeting, so they may be more flexible with what they allow under certain conditions.

    If you already have video ads, the best way to assess where they can run is to send them to us. We can guide you on the most suitable platforms. If you don’t have ads yet, feel free to reach out, and we’d be happy to offer advice.

  • What are shoppable video ads?

    Shoppable video ads are an emerging ad format that allows viewers to purchase products directly from the video itself. This creates a seamless and convenient shopping experience, enabling users to buy without leaving the website or app they’re on. After completing their purchase, they can quickly resume their browsing without interruption.

  • For TV, do you need to buy directly from each network/streaming platform?

    If you’re handling Linear TV ad buying on your own, you’ll need to contact each network individually where you want your ads to run. While it’s possible, it can be time-consuming and requires a lot of organisation. Negotiating the best rates also demands some experience. Outsourcing this process to a knowledgeable agency can save you both time and money.

    For Connected TV (CTV), ad space can be purchased in different ways. You can book directly with a network and run your ads within their digital ecosystem, based on your targeting criteria. Alternatively, you can buy ad space programmatically, which isn’t limited to one network and gives you broader reach based on your targeting needs.

    If you are planning on combining Linear TV and CTV, an experienced agency can also help you allocate the right portion to each medium for optimal reach.


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SHAI LUFT - CHIEF OPERATING OFFICER Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

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ORI GOLD - CHIEF EXECUTIVE OFFICER An ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape.

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

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GENERAL MANAGER LIAM GARRATT Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

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VP OF GROWTH ANTHONY FARGEOT Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia.

VP of Growth

Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.

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