PROGRAmmATIC

Programmatic Video: A Quick Guide

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Consumers on average watch 100 minutes of video content each day with Programmatic ad spending on video content projected to increase to over $40 billion in 2021. Video is a powerful tool that marketers can use to engage with their audience and driving awareness, but having great content and messaging is only one part of the puzzle. Ensuring that content is targeted and efficiently placed to reach the right audience is the second step. 

The use of video is extremely effective as visual content is processed a lot quicker amongst consumers: 

  • 6 out of 10 people would rather watch online videos than television. (Google)
  • 78% of people watch online videos every week, and 55% view online videos every day. (HubSpot)
  • YouTube is the second most popular website after Google. (Alexa
  • Users view more than 1 billion hours of video each day on YouTube. (YouTube)
  • Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia
  • 92% of users watching video on mobile will share it with others. (Wordstream

 

There are a variety of video formats and channels that marketers can choose from and implement. Here we break down some of the most common ones and things to consider when planning a Programmatic video campaign. 

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Why Programmatic Video?

  1. Reaching the right audience: With traditional TV ad buying or network buying on a site your audience is assumed based on the category or TV show. With Programmatic advertising, you can use data driven targeting to find your audience and display the video to the right person at the right time. Similar to display advertising, video advertising is bought on a CPM basis. However, many platforms also offer CPV (cost per view) buying which gives you guaranteed impressions and views. 
  2. Cross-channel: With Programmatic Video, you can target across multiple channels and devices, whether that be Web, Mobile, Table and Connected TV. Campaigns can be planned cross-channel and managed in real time to optimize performance. With sequential messaging, you can deliver storytelling with your campaigns that engages and resonates more with your consumers to increase brand awareness and recall. 
  3. Quantitative reporting: Access detailed reporting to understand where, who, and how long consumers are viewing video campaigns. With a multitude of metrics tracked, marketers can analyze and test different formats, creative messaging and lengths to find the optimal video to drive performance. 

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Types of video ads

  1. In-stream: These ads can be typically classed into 3 sub-types…
    1. Pre-roll: Ads that play before streaming content 
    2. Mid-roll: Ads that play between the beginning and end of streaming content 
    3. Post-roll: Ads that play at the end of video content 
  2. Out-stream: These are the video ads you see in the middle of online articles appearing as you scroll down the page. They are commonly referred to as -in-read’ or ‘native video’ Out-stream can be an effective way to reach audiences as it allows you to target consumer sin context and capture their attention within the editorial.
  3. In-Display: In-display ads appear at the top of your YouTube feed (that’s the ‘Up Next’ column to the right of the video if you’re watching on desktop displays). Unlike in-stream and out-stream ads, they don’t autoplay.

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Want to discover more?

Get in touch with our team to see how you can scale your brand with Programmatic Video advertising today!

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