I asked Megan, our ad analytics expert, "Just how big a performance difference do video ads make over still image ads?"

Cue Megan keenly diving into the ad platforms and pulling some data - and WOW some seriously impressive statistics!

Take it away, Meg...🎤

1️⃣ 166% more conversions (purchases) compared to image ads, even with 30% lower reach

"Video ads are more expensive than image ads, hence the lower reach, but it's worth it considering the superior conversion performance.

A bit of variety in video ads is important to capture attention, this can arguably be done better in video ads than image ads." 

2️⃣ Better quality traffic to landing pages

"This is due to the videos being dynamic and cut between scenes intriguing the viewer.

3️⃣ It's worth spending as much as £4 more per click on your B2B ads by using video

"That's a much higher cost per click than image ads! But the traffic is much higher quality. Your B2B video ads provide trust and confidence to future business partners and customers.

People who've watched an ad are more educated on the offering, so when they hit the landing page they're already more certain of their interest in doing business with you" 

4️⃣ 25x increase in Newsletter Signups

"We saw this when we ran ads for this very newsletter! Here, the video ads come across with more personality than static images.

At the end of the day, people connect with people so when they see a friendly face, they are more likely to trust them than a 'designed' piece of work or static image."

Make sure you’re constantly testing your message and offer in both image and video - find what works best for you.