What do advertisers want when it comes to video?
To answer that question and ultimately inform our video ad platform, we distilled dozens of research studies, video campaign RFPs and scores of our own interviews with brand advertisers and agencies.
Here are a few highlights of what we found....
Completed Views
First and foremost advertisers and their agencies are demanding completed views. That simply means they want people to watch their commercials all the way through, not just for a few seconds, which is what many providers call a “view.”
Even more valuable are skippable completed views, which means when viewers choose to watch the complete ad all the way through, engagement jumps by 75% or more.
Viewability
Also at the top of the list is viewability. Viewability measures “viewable impressions,” i.e., when your video ads actually appear on screen for a couple seconds at minimum. Many agencies and advertisers don't realize that between 30 and 60% of the video ads they pay for are never even seen. Understandably, they are starting to demand accountability.
Brand lift, conversions, audience targeting, quality inventory and reach also rank right up there.
Strategy
And with all that new technologies can do nowadays, strategy is becoming extremely important. Many advertisers are looking for more than a “place it and spend it” approach to video ad campaigns today. They know consumers respond better to ads that are most relevant to them and as a result, brands are seeking more “national-local” or “one-to-one” marketing approaches. The best-performing video ad campaigns integrate several strategies including campaign structure, audience micro-targeting and dynamic ad personalization.
Now we'd like to know what you think
What are you looking for from video ad campaigns?
Click this button to tell us, and get a full size shareable PDF of our “What Do Advertisers Want?” infographic as your reward.