With users swiftly flicking through feeds, traditional static ads are quickly overlooked, blending into the background of digital noise.
This is where dynamic video ads aka Product Level Video (PLV), come into play, offering a groundbreaking approach to breathe life into your paid social campaigns.
Using PLV, you can transform each item in your catalog into a customized video, ideal for Meta's video-focused spots like Reels and Stories. This approach expands your reach, targeting audiences that standard image ads.
But why video, and why now? The answer lies in the changing tides of consumer behavior. With the digital space becoming increasingly crowded, traditional image-based ads are losing their luster.l This is where PLV shines, cutting through the noise with engaging video content that grabs attention and holds it.
Let’s dive into the article.
PLV Basics: Understanding Product Level Video (PLV) or Video Catalog Ads
Product Level Video (PLV), also known as Video Catalog Ads, is a dynamic feature introduced by Meta to enrich the traditional product catalog experience with engaging video content. By integrating video assets directly at the product or SKU level, PLV allows for a more immersive and informative display of products, enhancing the overall effectiveness of digital advertising campaigns on platforms like Facebook and Instagram.
Here's a concise overview of what PLV offers and how it revolutionizes product advertising:
- Video Creatives at Scale: PLV enables advertisers to extend their video content across all Meta placements, including Reels, and Stories. This scalability ensures advertisers maintain a consistent and compelling presence across various user touchpoints.
- Enhanced Product Discovery: In catalog ads, PLV acts as a powerful lever to amplify product discovery. It allows advertisers to seamlessly integrate video into their existing catalog ads, providing users with a richer and more engaging browsing experience. This integration is particularly effective in capturing the attention of broad audiences and driving incremental engagement and conversions.
- Creative Personalization: Leveraging advanced machine learning, PLV empowers advertisers to deliver personalized creative content. Based on user behavior on the website the algorithm identifies the highest-value products, presenting the offers with tailored video content to the right user.
Are video ads better than image ads?
Video ads offer a significant advantage over image ads, particularly in showcasing products and engaging audiences. Video content provides a dynamic and immersive experience, allowing for a more comprehensive presentation of products through storytelling, feature demos, and the inclusion of customer testimonials.
Video vs. image ads: A clear advantage
The evolution of social media platforms towards video-first placements like TikTok, YouTube Shorts, and Instagram Reels exemplifies the shifting landscape.
These platforms prioritize video content, offering higher visibility and engagement rates than traditional image-based posts. The inherent nature of video to capture and hold attention translates into better engagement metrics and, ultimately, conversion rates.
Plus, The State of Video Marketing report from Wyzowl strongly suggests that dynamic video ads could be more effective than static ads for several reasons:
- Higher Engagement: Social media posts with video have 48% more views which is critical for ads aiming to capture attention and convey messages quickly. Plus, 73% of consumers claim that they have been influenced by a brand’s social media presence when making a purchasing decision.
- Consumer Demand: A significant portion of consumers express a preference for video content from brands, indicating a higher likelihood of positive reception to video ads. In fact, 54% of consumers want to see more video content from brands or businesses they support.
- Lead Generation and Sales: Video marketers get 66% more qualified leads per year and 88% of video marketers are satisfied with the ROI of their video marketing efforts on social media. The increased qualified leads and satisfaction with ROI among video marketers point to the effectiveness of video content in driving sales and conversions.
- Mobile Friendliness: Mobile video consumption rises by 100% every year. And with the dramatic increase, dynamic video ads are well-suited to meet the growing trend of mobile usage among consumers.
- ROI: According to Meta reports, campaigns utilizing Product Level Videos (PLVs) have seen up to a 48% increase in conversion rates compared to those that only use traditional Dynamic Product Ads (DPAs) without video content.
Differences Between Placements
When considering the differences in placements within Meta's ecosystem, particularly between Facebook and Instagram, it's crucial to understand how engagement, format, duration, and audience characteristics vary, focusing on video-first placements.
Engagement: Instagram, especially through features like Reels, is designed for short-form, captivating content, drawing users looking for quick entertainment or information bites. Facebook, while supporting engaging content, presents a broader spectrum of formats and caters to a wider range of content consumption preferences.
Format and Duration: On Instagram, Reels, and Stories emphasize concise, impactful messages, often capped at specific lengths to maintain user attention. Facebook's In-Feed videos or In-Stream ads allow for longer durations, providing an opportunity to deliver more detailed content or storytelling.
Audience: The demographic profile can differ notably between the two platforms. Instagram tends to attract a younger audience eager for quick, trendy content, whereas Facebook's user base is more varied in age, accommodating different interests and engagement behaviors. The choice of placement—be it Feed, Stories, or Reels—can influence the type of audience you reach, with each catering to distinct viewing habits and preferences.
Discoverability: Instagram's Explore and Reel sections are tailored for content discovery, helping brands and creators reach beyond their current follower base. Facebook's algorithm also facilitates discovery, particularly through video content in Feed placements. Still, it often emphasizes content from known sources or within existing networks, making it potent for sustained audience engagement.
Winning on Paid Social with Dynamic Video Ads
Now, when you're diving into this world of dynamic video ads, creativity is key. Imagine having the whole screen to showcase your product! But, here's the catch: making a unique video for each product and organizing a whole library of these videos can be overwhelming.
That's where Hunch comes in to save the day. We make the whole process a breeze, helping you get past those creative blocks.
Hunch lets you whip up awesome, engaging videos for all your products, tapping into everything you've got, like user-generated content, your brand's materials, or any promo clips you've got lying around. We help you create videos that fit just right, ensuring each one shines and connects with your audience, all without the headache.
Hunch’s Step-by-Step Guide for Running Dynamic Video Ads with PLV
#1 Create a product set
Initiate your PLV campaign by defining the product set that will feature in your videos, ensuring targeted and coherent content across your catalog.
#2 Design a video template
Utilize Hunch's Creative Studio to create a versatile video template, establishing a strong foundation for your campaign's visual identity.
#3 Scale it to multiple sizes
Adapt your video content for various placements using Hunch's Multi Artboard Template feature, ensuring optimal viewing experiences across different platforms and devices.
#4 Select the Advantage+ shopping campaign type
Choose this campaign type for its advanced targeting and optimization capabilities, integrating your PLVs seamlessly for enhanced performance.
#5 Employ your PLV ad set
Implement your PLV strategy at the ad set level, configuring settings to align with your campaign objectives and target audience.
#6 Select PLV as your product template
Differentiate your campaign by choosing PLV as your template, enabling dynamic video integration within your ads for increased engagement.
#7 Fill out dynamic fields
Complete your setup with detailed dynamic fields, which will reflect in your ad previews, ensuring accuracy and relevance in your messaging.
#8 Launch your campaign
Finalize and deploy your campaign, leveraging Meta's algorithms to distribute your content effectively, maximizing reach and impact.
Are dynamic video ads reshaping Paid Social?
Yes. Dynamic video ads are pivotal for a more engaging and efficient advertising environment on social media. They stand out by customizing content dynamically, enhancing viewer relevance and engagement.
Key Advantages:
- Enhanced Efficiency: Leveraging AI and platforms like Hunch streamlines video ad production, allowing for quick creation and iteration of content, optimizing both time and resources.
- Continuous Engagement: By updating content regularly, dynamic video ads keep the audience interested, tackling ad fatigue effectively.
- Future-Ready: Utilizing AI for dynamic ad creation ensures advertisers stay ahead, making the most of evolving social media landscapes.
Unlocking AI Ad Creative Excellence with Hunch
Master dynamic video ads with Hunch
With a focus on innovation and adaptability, Hunch enables advertisers to leverage dynamic video ads effectively, ensuring they can quickly respond to market changes, audience behavior, and platform updates. This agility is key to maintaining relevance and engagement in a digital environment where consumer preferences and platform algorithms evolve continuously.
Hunch's platform simplifies creating, optimizing, and deploying dynamic video ads, making it easier for brands to deliver personalized, compelling content that resonates with their target audience. By harnessing the power of dynamic video ads, advertisers can combat ad fatigue and enhance ad performance, leading to higher conversion rates and a better overall marketing ROI.
Book a demo with one of our resident experts today.
