Mastering Video Display Ads for Schools:
“Captivate, Engage, and Enroll”

You’ve probably noticed that while scrolling through YouTube or other social media channels, certain video ads really grab your attention. 

You find yourself unable to look away because they’re so creative and engaging. These are the ads that do their job well—they captivate the viewer.

On YouTube, for example, there are two main types of video ads:

• Non-skippable ads: These are the ones you have to watch before your video starts. They’re usually up to 15-20 seconds long.
• Skippable ads: These are the ads that allow you to skip after 5 seconds. The challenge here is to make those first 5 seconds so engaging that viewers stick around for the entire ad.

The key to success with video ads, especially skippable ones, is how well you can capture your audience’s attention in those crucial first few seconds.

 If you can make viewers want to keep watching, even when they have the option to skip, you’ve created a winning ad.

Today, we’ll walk you through the steps to run a video ad that captivates your audience and drives admissions for your school.

1.  What Are Video Display Ads?

Let’s talk about video display ads. Imagine a short, exciting movie about your school that pops up when people are browsing the internet. That’s basically what a video display ad is!

These ads are like little windows into your school’s world. They can show:

• Your happy students learning in classrooms
• Kids having fun on your playground
• Teachers doing cool experiments in science labs
• Any special programs or facilities your school offers

Video display ads are usually short – about 15 to 30 seconds. They’re designed to grab attention quickly and leave a lasting impression.

2. Where Can We Display Them?

Now, let’s talk about where these ads can show up. It’s like having billboards all over the internet! Here are some popular spots:

1. Social Media Platforms:
   • Facebook: Your ad can appear in people’s news feeds or as they watch other videos.
   • Instagram: Show up in stories or as people scroll through posts.
   • YouTube: Your ad can play before, during, or after other videos.
2. Websites:
   • News websites: Your ad can pop up as parents read the day’s news.
   • Parenting blogs: Reach parents while they’re looking for advice.
   • Educational websites: Catch the eye of parents researching schools.
3. Mobile Apps:
   • Your ad can appear in free games or educational apps that parents and kids use.
4. Google Display Network:
   • This is like a huge network of websites where your ad can appear.

3. Target Audience: Who Are We Trying to Reach?

Now, let’s talk about who we’re trying to catch with our video net. Our main targets are:

1. Parents:
   • Age group: Usually 28-45 years old
   • Interests: Child education, parenting tips, child development
   • Behavior: Active internet users, researching schools online
2. Grandparents:
   • Often involved in school decisions, especially in joint families
3. Working Professionals:
   • Who might be planning to start a family soon
4. Relocating Families:
   • People moving to your city for work and looking for schools

Here’s an interesting fact: In 2023, a survey found that 75% of parents in urban India use the internet to research schools before making a decision. (Source: Indian Education Trends Report, 2023)

4. What Digital Marketing Teams Keep in Mind

Digital marketing teams are like the coaches for your video ad team. They think about lots of things to make sure your ad scores big! Here’s what they focus on:

1. Viewer Behavior:
   • They look at when people are most likely to be online.
   • For example, they found that parents often browse school-related content between 8 PM and 11 PM after putting kids to bed.
2. Device Preference:
   • In India, about 70% of internet users access it primarily through mobile phones. (Source: Internet and Mobile Association of India, 2023)
   • So, they make sure your video looks great on small screens!
3. Ad Length:
   • Most people’s attention span online is short – about 8 seconds!
   • That’s why they keep videos brief and catchy.
4. Targeting Options:
   • They use tools to show your ad to the right people.
   • For instance, they might target parents who have recently searched for “best schools in [your city]”.
5. Budget Allocation:
   • They decide how to spend your money wisely.
   • For example, they might spend more during admission season and less during holidays.
6. Performance Tracking:
   • They keep an eye on how your ad is doing.
   • They look at things like how many people watched the whole video, clicked on it, or visited your website after seeing the ad.

Here’s a cool example: The Podar International School in Mumbai used data to show their ads more often on weekends. 

They saw a 40% increase in video views and a 25% increase in school visit requests!

Remember, video display ads are like inviting parents and kids to a virtual open day of your school. 

With the right strategy, you’re showing off all the great things about your school to people who are most likely to be interested. 

It’s like having a big “Welcome!” sign that reaches far beyond your school gates!

5. Why Schools Must Use Video Display Ads? 

Video display ads are powerful tools that can bring your school to life online. 

Here’s why they’re essential:

• Engagement: Video ads grab attention faster than text or images.

 People are naturally drawn to movement and sound, making video ads more likely to be watched, remembered, and shared.

• Memorability: A well-crafted video sticks in the viewer’s mind. 

The combination of visuals, sound, and storytelling can make a lasting impression, ensuring your school remains top-of-mind when parents are considering their options.

• Fun Factor: Video ads can convey the joy and excitement of school life, making them a perfect way to reflect your school’s environment and ethos.

         When Are They Especially Useful?

• New Schools: If you’re just starting, a video ad can announce your presence in the educational landscape with a bang.

 It’s like an open house online, inviting parents to explore what you have to offer.

• Established Schools: Even if your school is well-known, staying in the public eye is important.

 A video ad can remind parents of your school’s ongoing achievements and the quality education you provide.

• Schools with Unique Offerings: If your school has something special, like a new sports complex, cutting-edge science labs, or a unique curriculum. 

A video ad is the perfect way to highlight these features and attract parents who value those qualities.

6. Standing Out from the Crowd: Crafting Unique Video Ads

Your video ad needs to capture attention quickly and leave a lasting impression. Here’s how to ensure it stands out:

Designing Your Video Ad

• Bright, Happy Colors: Use colors that reflect your school’s branding. 

Bright colors, like those found in children’s artwork, can evoke feelings of happiness and energy.

• Real Students and Teachers: Authenticity is key. 

Featuring your actual students and teachers engaging in activities not only makes the ad relatable but also builds trust with parents.

            It shows a day in the life at your school and what their children could experience.

• Keep It Short: In the fast-paced world of digital media, attention spans are short. 

Aim for a video that’s 15 to 30 seconds long.

 It’s enough time to deliver your message without losing the viewer’s interest.

Adding Key Stats and Crafting Your Message

Adding statistics and a catchy message can make your video more convincing and memorable:

• Key Statistics to Include:
  • “Join our 2000 happy students!” – This shows your school’s popularity and reliability.
  • “100% of our kids love coming to school!” – Emphasizes the positive experience students have.
  • “Our students won 10 state-level competitions last year!” – Highlights your school’s success in specific areas, which can be a strong selling point.

• Crafting Your Message:
  • Catchy Phrases: Simple, positive messages like

1.  “Where learning meets fun!” 
2.  “Growing minds, bright futures” 

This can resonate with parents and make your school seem approachable and friendly.

• Easy to Remember: The message should be something parents can recall easily.

This makes your school the first one they think of when considering education options.

7. Placement and Timing: Maximizing Visibility

The placement of your ad is crucial for its success. Here’s how to ensure it reaches the right audience:

Where to Place Your Video Ad

• Popular Websites

Consider placing your ad on websites that parents frequently visit, such as parenting blogs, educational resources, or even news sites. 

These are places where parents are likely to be in a mindset where they’re open to considering educational opportunities.

• Social Media Platforms

Facebook, Instagram, and LinkedIn are great platforms for targeting parents. 

These platforms offer advanced targeting options, allowing you to reach parents based on location, interests, and more.

• YouTube

As one of the largest video platforms, YouTube is an excellent place to show your ad. 

You can choose to display it before videos that are relevant to your audience or during content that parents are likely to watch.

When to Show Your Video Ad

Timing your ad correctly can significantly impact its effectiveness. Here’s how to choose the best time:

• Before Admissions Season: Start showing your ad a few months before admissions begin. 

This builds awareness and ensures your school is on the radar when parents start making decisions.

• Evenings and Weekends: Parents are more likely to browse the internet during their downtime, which is often in the evenings or on weekends. 

Targeting these times can increase the chances of your ad being seen.

• During School Holidays: School breaks are when parents start planning for the next academic year. 

Running your ad during these periods can catch parents who are evaluating options for their child’s future education.

8. Making Your Ad Stand Out

Let’s see what can make your Video display ad for schools stand out. 

First off, getting the size right ensures your ad looks good on all devices:

How Big Should Your Video Ad Be?

• Optimal Size: Aim for a resolution of 640 x 360 pixels. 

This size is big enough to look clear and sharp on most screens, whether it’s a smartphone, tablet, or desktop computer. 

It’s also small enough to load quickly, which is important to keep parents engaged without frustration.

Making Sure Everyone Can See It

Visibility isn’t just about size, it’s also about how your ad is designed:

• Bright, Clear Pictures: Just like colorful school posters, your video ad should use vibrant and clear visuals that immediately grab attention.
• Good Sound Quality: Ensure that any spoken content or background music is clear and pleasant. 

But remember, many people watch videos without sound, so don’t rely solely on audio to convey your message.

• Add Captions: Include subtitles or captions to make sure that even when the sound is off, your message still gets across. 

This is especially important in busy environments where viewers might not have their sound on.

Cool Fact

 Research shows that video ads with captions can increase viewing time by 12%, as they cater to viewers who may be in a noise-sensitive environment or those with hearing impairments. (Source: Indian Digital Advertising Association, 2024)

9. Call to Action: Telling People What to Do Next

Your video ad isn’t just about showing off your school, it’s about guiding parents on what to do next:

What Should Your Video Ad Say?

• Easy-to-Remember Contact Information

          Include a phone number like 1800-SCHOOL that’s simple and memorable. 

Also, provide a website address that’s easy to type and navigate, like “www.yourschool.com/join.”

• Clear Instructions

Use straightforward calls to action like

“Call us now!”

“Visit our website today!” 

These prompts tell parents exactly what to do after watching your ad.

Example: Kendriya Vidyalaya in Chennai used “www.kvchennai.edu/welcome” in their video ads. 

The concise URL and clear call to action helped guide parents directly to the enrollment page, making it easier for them to take the next step.

10. Track and Measure: Checking If Your Ad Is Working

To ensure your investment in video ads is paying off, track its effectiveness:

How to Know If Your Video Ad Is Working

• Ask New Callers

When parents call, ask them how they heard about your school. 

This simple question can give you direct insights into how well your video ad is performing.

• Special Phone Number

Use a dedicated phone number in the video ad. This helps you track exactly how many inquiries are coming from the ad.

• Unique Webpage

 Create a special landing page for the ad, such as “www.yourschool.com/videooffer.”

 By monitoring the traffic to this page, you can see how many people are visiting after watching your video.

Conclusion

 Video display ads for schools offer an exciting, dynamic way to showcase your school to parents. 

Whether you’re a new school making your debut, an established institution reminding parents of your excellence, or a school with unique offerings to highlight, video ads can help you stand out. 

With the right design, placement, timing, and tracking, you can ensure that your ads effectively reach and engage your target audience, ultimately driving more inquiries and enrollments.

Now, with all this knowledge, it’s time to start crafting your unique video ad and watch your school’s visibility soar!

All the Best!