Why You Need To Know About Video Ads Now

Why You Need To Know About Video Ads Now
SHARE
THIS



MediaMath’s Matt Ware says it’s not too late to get your head around video ads as the media continues its upward trajectory.

Online video consumption has rocketed in recent years, opening up a lucrative new advertising channel for marketers. In the first quarter of 2014, video advertising in Australia enjoyed an impressive year-on-year growth of 55.7% according to the IAB and represented 14.3% of total digital display dollars.

Although video advertising is by no means new, the way tech-savvy viewers consume video is changing – with a marked shift from TV to online viewing – presenting a real opportunity for marketers to incorporate programmatic video into their campaigns.

Video is a powerful tool for increasing brand awareness and tells a meaningful, multi-sensory story that resonates deeply with consumers. It also operates successfully as part of an integrated campaign, combining digital channels such as display, social media, and mobile to create a seamless brand message – which is critical for marketers looking to maximise their presence across all media channels.

When looking to integrate video into a campaign, there are some key elements that marketers should consider to ensure they reap maximum rewards from this growing channel.

Understand the user environment

While some marketers may think it’s a good idea to reuse their traditional TV ad for an online campaign, it’s worth remembering that viewers engage differently with online media. While longer, professionally shot commercials are suited to a TV audience, shorter ads featuring user-generated content are more effective for online viewing. The nature of TV viewing is very different to online video viewing, so factors such as device type, screen size, and interactivity also need to be considered when considering an online video campaign.

Video campaigns should be planned holistically and in line with other channels to guarantee a seamless storytelling experience across all platforms. While repetition is important for building brand recognition, over-saturation is a potential problem with multi-channel advertising – frequency caps and sequential targeting should also be co-ordinated across all channels, including video. Marketers should aim to present the consumer with the right mix of formats and messages to keep their brand at the forefront of viewers’ minds, without causing viewer fatigue or indifference.

Optimise and attribute

Video drives a high level of engagement, as long as it is precisely targeted to the viewer. Algorithmic optimisation allows technology to determine what’s working – using video-specific performance data such as quartile-completion metrics – and to allocate spend in that direction without relying on a manual process. Video advertising is adaptable and adjustments to frequency, targeting – and even creative – can be made in response to real-time results.

Alongside optimisation, an effective attribution solution allows marketers to understand the role an online video ad has in the conversion pathway. This is particularly the case for higher-funnel video ads that are not intended to drive direct sales. An effective attribution solution can allocate weight to each impression and track events through pixels, highlighting the impressions that have the most influence over the eventual conversion. This increased visibility enables marketers to effectively adjust their campaign to generate the best possible results.

Measure video success

Every online video campaign should have clear goals and a set of measureable KPIs in place to determine whether those goals are being met. Tools such as gross rating point (GRP) can help gauge online video success, comparing TV and digital campaigns to deliver like-for-like analysis. Campaigns can also be set up to meet any number of video-specific goals including: exposure, engagement, reach, and frequency. Effective measurement against these metrics ensures that marketers can adjust their online video campaign for optimal impact.

As a unique medium for storytelling and deep multi-sensory consumer engagement, online video content – and its associated advertising – is swiftly expanding. By understanding the distinct way that viewers consume online video, targeting video ads to a specific audience through algorithmic optimisation, understanding the role that video plays in the conversion path, and measuring performance against a set of video-specific targets, marketers can gain maximum return on this essential channel and ensure that video stays in the spotlight.

Matt Ware is the commercial director, APAC of MediaMath

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.