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