In a recent survey of advertising agencies, Response and Brand Lift were the second and third most valuable results they wanted from online video advertising campaigns. (See the first article in this series for an in depth discussion of the number one most valuable result—Completed Views.)
Here in Part 3 of our series, we’re going show you how to get your online video campaigns to drive so much added value from response and brand lift that it helps triple your Return on Ad Spend (ROAS) or more.
Topics: Video Advertising, Personalized Video Ads, Programmatic Media Buying, Campaign Automation, Micro-Targeted Delivery, Video Ad Viewability
A few weeks ago, we claimed CPMs were dead as effective media buying units for online video. (“RIP, CPMs” Mar 12, 2015)
Now, Google has given a big boost to that notion by going all in for Cost-Per-Completed-View (CPCV) media buying, which we’ve long championed. The company just announced that YouTube will roll out purchasing of TrueView via its demand-side platform, (DSP) DoubleClick Bid Manager (DBM) in coming months.
Topics: Video Advertising, Personalized Video Ads, Audience Micro-Targeting, Intelligent Optimization, Programmatic Media Buying, Campaign Automation
Programmatic buying, in its simplest form, is the automated real-time bidding and purchasing of digital advertising inventory. It is a powerful tool, but a relatively dumb one—a "go fetch" mechanism designed to buy digital media at the lowest bid for a broadly defined target audience.
But, as video reshapes the digital landscape before our eyes, the requirements for programmatic buying are also rapidly evolving.
Topics: Video Advertising, Personalized Video Ads, Intelligent Optimization, Programmatic Media Buying, Campaign Automation, Micro-Targeted Delivery
4A's Transformation 2015 in Austin, Texas, March 22 – 25, is the annual event that brings together executives from various disciplines within the marketing, media and agency worlds.
As in prior years, these thought leaders and innovators are coming together to share the most up to date insights, experiences and success stories from their rapidly transforming industries.
Topics: Video Advertising, Programmatic Media Buying, Campaign Automation
A CPM is a media measure that values the cost-per-mille (or cost-per-thousand impressions) for an ad campaign buy.
It’s a legacy from radio and TV advertising. Networks estimated the size of their audiences so they could calculate how many times ads were exposed to listeners and viewers (impressions) and place a dollar value on that number (CPMs).
Topics: Video Advertising, Personalized Video Ads, Audience Micro-Targeting, Programmatic Media Buying, Campaign Automation
Viewability is a concern for many of the CMOs and media planners we speak with. But what exactly is viewability and how can you ensure your ads are actually viewed by your intended audience? Watch this short video for some insights:
Topics: Video Advertising, Personalized Video Ads, Audience Micro-Targeting, Programmatic Media Buying, Campaign Automation
Brand marketing executives are starting to pay attention to the buzz around online video advertising, but really, it needs to be a focus. The seismic audience shift from TV to video viewing now has hundreds of millions of consumers ready to engage with brand messages across multiple screens.
But why does this shifting audience and the technology propelling them create such a once-in-a-generation opportunity for marketers? Here are four reasons....
Topics: Video Advertising, Personalized Video Ads, Audience Micro-Targeting, Campaign Automation
It's a common lament heard around the world:
"Not THIS dumb commercial again!"
Just what is it about most commercials that make them so annoying?
Topics: Video Advertising, Personalized Video Ads, Audience Micro-Targeting, Campaign Automation
