What should you look for when it comes to a video advertising solution?
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Topics: Video Advertising, Personalized Video Ads, Audience Micro-Targeting, Intelligent Optimization, Programmatic Media Buying, Campaign Automation, Micro-Targeted Delivery, YouTube Advertising, Uncategorized
It’s never been easier to reach your target audience in every phase of the consumer journey.
Advertising pros know that certain media are more suited to different parts of the purchase funnel. For example, TV has traditionally been the go-to ad medium for creating top of the funnel awareness.
The middle of the funnel comprises the consideration phase. It’s where prospective customers are moving toward purchase, recognizing product names and options. Advertisers will often use retargeting and social media to maintain familiarity and ensure their products are in people’s “consideration sets” when purchase triggers occur.
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Topics: Video Advertising, Intelligent Optimization, Programmatic Media Buying, Campaign Automation, YouTube Advertising, TrueView
2015 saw advertisers spend an increasing amount of media dollars on video. Industry surveys estimate that more than two-thirds of U.S. brands and agencies spent dollars on video ads this past year, primarily shifting budgets from TV and print.
Yet, we’re still in the early stages of video advertising’s own Big Bang, and 2016 will likely see important changes in how advertisers and agencies view and buy video ads. Here are four huge mistakes we think a lot of them will stop making this coming year…
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Topics: Video Advertising, Personalized Video Ads, Audience Micro-Targeting, Intelligent Optimization, Programmatic Media Buying
We're huge proponents of YouTube's TrueView skippable video ad format because it delivers exceptional benefits to advertisers and agencies—e.g., they pay only for completed views, and gain near 100% viewability plus significant brand lift in almost every campaign.
That's why we saw Google's recent announcement as big news for us and the video advertising industry.
On Thursday, Neal Mohan, VP, Display & Video Advertising wrote that Google will no longer support buying YouTube advertising through the DoubleClick AdExchange (AdX) as of the end of this year.
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Topics: Video Advertising, Multi-Screen Reach, Personalized Video Ads, Audience Micro-Targeting, Intelligent Optimization, Campaign Automation, Video Ad Viewability, YouTube Advertising
Would you like to know what goes into perfectly executed online video advertising campaigns? This is a glimpse not every video provider will give you.
Curious how to vet all the different video ad providers out there?
Want to know precisely what goes into killer video ad campaigns?
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Topics: Video Advertising, Multi-Screen Reach, Personalized Video Ads, Audience Micro-Targeting, Intelligent Optimization, Programmatic Media Buying, Campaign Automation, Micro-Targeted Delivery, Mobile Video, Video Ad Viewability, YouTube Advertising
What should you look for when it comes to a video advertising solution?
There seems to be a lot of confusion about what to expect from video, especially as it differs from other media you may buy such as TV and digital display. And with every new buzzword that emerges, it becomes harder to distinguish which factors matter most in choosing a video ad provider.
To help de-clutter the process, we've put together a list of 10 things you should look for—based on our research into what advertisers and agencies want—and packaged them in new video advertising playbook.
Here are three of the 10 things you should look for in a video ad provider....
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Topics: Video Advertising, Personalized Video Ads, Audience Micro-Targeting, Intelligent Optimization, Programmatic Media Buying, Campaign Automation, Micro-Targeted Delivery, YouTube Advertising
In the first three articles of this series, we discussed how correctly planning and buying video advertising can triple the value of your media spend, i.e., deliver $300K value for every $100K you invest. To recap:
- Buy completed views, not impressions. That way, you can guarantee you get 100% direct return on ad spend (ROAS). Otherwise, your direct ROAS could average 40% or lower.
- Measure and value partial views. When you buy the right inventory on cost-per-completed-view (CPCV), the value of free partial views usually equals 110% to 175% of ad spend.
- Measure and value the “multiplier effect.” When you benchmark and measure brand lift and the effects on all your paid, earned and owned media, video ad campaigns return an extra 100% or more of added value.
Now, here’s the kicker…the 4 Ws of video ad value. Let's see how they add priceless value
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Topics: Video Advertising, Multi-Screen Reach, Personalized Video Ads, Intelligent Optimization, Programmatic Media Buying, 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.
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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.
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Topics: Video Advertising, Personalized Video Ads, Intelligent Optimization, Programmatic Media Buying, Campaign Automation, Micro-Targeted Delivery