Discovering the different types of video advertising can change the way a company promotes itself and reaches out to its customers. A good video attracts the eye, explains a concept while entertaining the audience, and makes people want to tell their friends and family about it.
This article, full of examples and advice, shows you how to choose the format that will support your strategy and optimize your marketing budget.
What is video advertising?
Video advertising is a short film that presents a company, product or service. It is used to show what the company does, to illustrate the benefits of a product or service, and to encourage people to choose a brand. It can be broadcast on TV, online, at events or on social networks.
Why invest in video advertising?
The buying journey is changing: customers are discovering, comparing and deciding faster than ever before. At each stage, they want clear videos that inform, reassure or inspire them before moving on to the next step. Video is now a central part of marketing strategy. It influences choices, accelerates sales and proves its importance with a measurable return, which is why major brands are still investing heavily in this format.
Types of video advertising
TV advertising
Ideal for building credibility and reaching a wide audience. TV brings immediate recognition. Established companies, such as retailers or financial institutions, benefit most. This format inspires confidence and associates the brand with high quality standards.
Video for social networks
Short, punchy and designed to capture attention in a matter of seconds. Vertical formats (Reels, TikTok) dominate trends. For SMEs looking to generate engagement, they offer an accessible, easy-to-use showcase. Well produced, such videos attract new subscribers and stimulate conversions.
Motion design (2D/3D)
A format that simplifies complex ideas through animation. It’s the perfect solution for explaining a concept, raising awareness or making information accessible. Technology, medical and NPO companies use this type of video extensively. Motion design captures attention while educating viewers about a product, service, initiative or brand.
Launch video
Designed to build anticipation around a product or service. It generates enthusiasm even before the official release. Startups and innovative companies often choose this format to bring something new to market. A good launch video stimulates curiosity and attracts customers before the big day.
Video demonstration
It shows in concrete terms how a product works. Close-up images, simple explanations and direct demonstrations reduce hesitation to buy. Widely used in the B2B and manufacturing sectors, video demonstrations help to convince customers more quickly and accelerate the sales cycle.
Promotional video for application
Designed to highlight an interface and its key functions. Digital companies and startups love this format, as it stimulates adoption and makes the tool easier to understand. It’s one of the best application video formats, as trends favor animated screenshots and real-life demonstrations.
Innovative product video
Focused on novelty and differentiation. It promotes innovation with inspiring images and credible testimonials. The technology, healthcare and artificial intelligence sectors find it a powerful lever. This type of advertising positions a company as a leader and pioneer.
Advertising customer testimonial
The most authentic and human format. When a customer shares their positive experience, it inspires trust and credibility. Professional services companies and franchises find great value in this. These videos act as social proof that reassures and influences decisions.
Event advertising
It captures the energy of a launch, convention or trade show. Fast-paced and dynamic, it extends the visibility of the event long after it’s over. Chambers of commerce, festivals and large organizations often use this format. It attracts more participants and creates a lasting memory.
Recruitment advertising
A video that highlights the company culture and work atmosphere. The best-performing videos feature real employees rather than actors, for an authentic connection. Growing SMEs or companies in need of manpower opt for this format. It attracts motivated candidates and reduces recruitment time.
Educational or explanatory capsule
An explainer video teaches or popularizes a subject related to expertise. It positions the company as a reference in its field. Consultants, trainers and specialized companies use them to attract prospects. This type of video generates trust and feeds the top of the marketing funnel.
Viral advertising
Designed to be shared on a massive scale. Often humorous, surprising or emotional, it gives your company a “wow” effect. Brands seeking to assert their authority and be unforgettable choose this format. The impact is rapid: viral advertising offers increased visibility and brand awareness. With the creativity of a video agency, it can transform a brand’s image for years to come.
Interactive video
A format where the viewer chooses his or her own path. It’s an engaging, personalized experience. Innovative companies, training organizations and recruitment campaigns all benefit from it. The impact is measured in engagement and valuable data on audience behavior.
Immersive video (VR or 360°)
An experience that plunges the viewer into another world. Used for virtual tours, trade shows and product demonstrations. Real estate, tourism and technology make it a powerful differentiation tool.
Local or targeted advertising
Designed for a specific audience in a precise region or segment. Short formats, often geolocated, are effective on a limited budget. Local shops, local services and regional franchises use them extensively. The effect is direct: attracting in-store traffic or customer calls.
How do I choose the right advertising format?
Choosing the right type of video advertising is not just a matter of taste, but a strategic decision that depends on several key factors. Each format has its strengths and limitations, and the important thing is to align them with the company’s reality and objectives. Here are the key points to consider:
Your objectives
The first criterion is to know what the video is supposed to accomplish.
- If awareness is the goal, a TV ad, a social networking campaign or a launch video can reach a large number of people quickly. These formats create a strong, memorable presence.
- If the objective is to sell, a demonstration video, a customer testimonial or an innovative product video are more effective. They reduce doubts and clearly demonstrate value.
- If the objective is recruitment, an HR ad or educational capsule works best, as they speak directly to talent looking for an inspiring environment.
- If the objective is awareness-raising or education, motion design or interactive video convey complex messages in a simple, engaging way.
The right format is therefore the one that comes closest to achieving the desired result: being seen, convincing, recruiting or educating.
The hearing
The second point is to know your target audience.
- General public: short, dynamic formats (social networks, TV advertising, viral capsules) are the most effective for attracting attention and staying in the memory.
- B2B customers: they appreciate clarity and concrete proof. Demonstration videos, testimonials or interactive videos are the ones that generate the most trust.
- Talent and future employees: a recruitment ad that shows the real people behind the company attracts candidates who share the same values.
- Investors or partners: an innovative, immersive or launch video conveys a serious, visionary image. It proves that the company is looking to the future.
The audience also influences the tone, duration and even the distribution channel chosen. For example, a video for TikTok is not the same as a video for a business conference.
The budget
The available budget also influences the choice of format.
Large-scale productions such as TV commercials or immersive VR video require more resources: filming with a full crew, high-end equipment rental, detailed post-production. They are best suited to established companies looking to make a massive impact.
More flexible formats such as social videos, motion design or customer testimonials can be produced on a more modest budget, while still retaining their impact. They’re ideal for SMEs that want fast, measurable results.
An important point: investing in a quality video is not an expense, but an investment. A video designed for the long term can be reused several times, adapted to different formats (vertical, square, horizontal), and broadcast on several channels. The budget must be seen as a lever. The more it is aligned with objectives, the greater the return on investment.
The distribution channel
Finally, the choice also depends on where the video will be broadcast.
- Television: requires a short, punchy format, often between 15 and 30 seconds.
- Social networks: favor fast, interactive vertical formats with integrated subtitles.
- Websites or presentations: demonstration videos, educational capsules and testimonials find their best use here.
- Events or trade shows: immersive, interactive or event-based videos enhance the live experience.
Thinking about distribution maximizes return on investment. Good content becomes even more powerful when it’s adapted to each channel.
Reach your goals with video advertising!
Each type of video advertising serves a specific purpose. The right choice can build credibility, attract new customers or engage a community.
With Studios Machiavel, you gain a turnkey video production service and find a creative partnership where every video campaign is designed to help you achieve your ambitions.
Book your appointment today to create the video ad that will grow your business.
Experience the immersion. Feel the emotion.
At Studios Machiavel, Immersive Video Production Agency, we amplify the emotion of the audience most passionate about your brand. We combine our experience in storytelling with our expertise in the most advanced video technologies, such as indoor drone, 2D/3D animation and virtual reality.
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