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.

Topics: Video Advertising, Multi-Screen Reach, Personalized Video Ads, Audience Micro-Targeting, Intelligent Optimization, Campaign Automation, Video Ad Viewability, YouTube Advertising

The short answer is: when it's a completed view.

Recent changes to YouTube’s TrueView in-stream video ads are designed to:

1. Ensure that measured clicks are deliberate—i.e., when viewers click, it’s clear they want to respond to your call to action, and
2. Assign value to those deliberate clicks similar to the value of completed views when it comes to viewer interest and engagement with your message.

Topics: Video Advertising, Multi-Screen Reach, Video Ad Viewability, YouTube Advertising

Online video advertising growth is rapidly accelerating this year, with U.S. advertisers expected to spend more than $7 billion on video for the first time ever.

That's a 34% increase over 2014. (See infographic for spend breakdown by industry.)

In the first half of 2015, we saw many advertisers shift from one of these categories to another....

Topics: Video Advertising, Multi-Screen Reach, Programmatic Media Buying, Video Ad Viewability, YouTube Advertising

We've analyzed dozens of video advertising research studies, reviewed many video campaign RFPs—and interviewed scores of brand advertisers and agencies to find out what they want.

Now we want to know what you think.

Topics: Video Advertising, Multi-Screen Reach, Audience Micro-Targeting, Video Ad Viewability

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?

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 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....

Topics: Video Advertising, Audience Micro-Targeting, Video Ad Viewability

The industry discussion over video ad viewability has been intensifying for several months now.

The most recent uproar is over whether two of the largest content publishers in the world—YouTube and Facebook—will allow third parties to verify viewability in their proprietary ad networks.

A few big brands are saying they will refuse to advertise with them if they don't.

Topics: Video Advertising, Audience Micro-Targeting, Programmatic Media Buying, Mobile Video, Video Ad Viewability

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

Topics: Video Advertising, Multi-Screen Reach, Personalized Video Ads, Intelligent Optimization, Programmatic Media Buying, Micro-Targeted Delivery, Video Ad Viewability

Online video advertising is the fastest growing digital media, with worldwide revenues projected to hit $5 billion next year. This growth has created a lot of opportunities but also a lot of confusion.

One area of confusion for advertisers and agencies is just what to ask for in an online video advertising RFP. As a result, many RFPs are not as specific as they could be or they tend to fall back on familiar approaches that have worked for years with TV and traditional digital media.

Topics: Video Advertising, Personalized Video Ads, Programmatic Media Buying, Campaign Automation, Micro-Targeted Delivery, Video Ad Viewability

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