What is the difference between traditional and digital marketing?

Traditional marketing focuses on broad, offline channels like print and radio, while digital marketing allows targeted, measurable outreach through channels like search, social media, and email.

Why should associations shift to digital marketing?

Digital marketing enables associations to personalize messaging, track engagement in real time, and adjust strategies based on data—all of which are difficult or impossible with traditional methods.

Is digital marketing more cost-effective than traditional marketing?

Yes. Digital marketing generally provides better ROI due to its targeting capabilities and real-time analytics, allowing associations to focus resources on what works.

Can associations use both traditional and digital marketing together?

Yes. While digital is essential, some associations find value in integrating print, in-person, or legacy media with digital channels to reach wider or older audiences.

Why smarter video ads matter: using in-banner video (IBV) to boost engagement and ROI

Video remains one of the most powerful tools in digital marketing. Yet for many associations and B2B event marketers premium video placements have often been out of reach either too expensive or too complex to manage. That is changing with the resurgence of in-banner video (IBV)

IBV isn’t new but it has become more widely available over the past year and easier to include in campaigns of any size. Simply put IBV lets you serve video creative in standard display ad slots reaching audiences with dynamic storytelling without relying on premium video players

Why IBV is worth your attention

IBV brings video to life across more campaigns without breaking budgets. Instead of fighting for expensive pre-roll inventory or limited instream placements you can showcase videos in high-visibility display slots. Done right it combines the emotional impact of video with the reach and affordability of display

For associations and B2B event marketers IBV can help tell your story in more memorable ways. Promote membership, share testimonials, highlight event moments, or feature key speakers. Video is proven to grab attention convey emotion and drive higher engagement than static banners while keeping costs manageable

Research from eMarketer shows video display ads outperform static formats in brand recall and click-throughs. As SSPs improve how IBV is delivered and measured it has become a smart choice for campaigns that need measurable ROI

Best practices to make it work

IBV works best when executed with care. Keep creative short and designed for smaller spaces optimised for silent autoplay. Make sure it fits the page context and avoid overwhelming users with multiple videos at once

Work closely with media partners to ensure your placements maintain a good user experience. When properly planned IBV can complement traditional video and display and expand your campaign reach effectively

What it means for associations and B2B event marketers

For associations IBV is an affordable way to tell your story visually. Whether you are driving new membership registrations showcasing impact or promoting thought leadership video creative is more persuasive than static banners.

For B2B events IBV is a chance to stand out in a busy calendar by showing event highlights speaker profiles and audience testimonials. In a competitive space you need creative that cuts through and conveys value quickly

The takeaway

In-banner video helps marketers bring campaigns to life with more engaging creative while keeping ROI in focus. For associations and B2B event marketers it is a chance to connect with audiences through stories that resonate and convert

If you want to craft video campaigns that engage audiences without compromising user experience or your bottom line let’s talk. Our team can help you design strategies that deliver measurable ROI while keeping your brand and audience front of mind

Written by Kabloom Director of Marketing Operations, Alejandro Hernández Alvarez