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Playbook Contents THE VIDEO ADVERTISER’S PLAYBOOK CONTENTS PART 1 PART 2 10 things to look for in a 10 Steps to Killer Video video advertising provider Ad Campaigns 1. Completed Views 1. Set Objectives 2. Viewability 2. Establish KPIs 3. Reach 3. Strategize 4. Audience Targeting 4. Assemble Assets & Information 5. Ad Personalization 5. Get Measurements in Place 6. Programmatic Campaign Scalability 6. Execute Strategies 7. Strategies 7. Monitor Data & Results 8. Data & Insights 8. Optimize Performance 9. Transparent Pricing 9. Analyze & Discover Insights 10. Service 10. Pay it Forward PART 1 10 things to look for in a video advertising provider PART 1 10 THINGS TO LOOK FOR IN A VIDEO ADVERTISING PARTNER Completed Views First and foremost, you want a provider that charges you only for completed views. 1 Face it, you’re paying to get the right people to watch your message and engage with it. So, can your provider deliver on that? The Devil’s in the Details How does the provider define a completed view? Are the ads forced on viewers or do viewers get to choose whether to watch? For YouTube’s TrueView ads—the prime inventory we access through our TargetView™ platform—it’s defined it as a viewer Viewers really dislike forced view ads and they often show their watching your complete ad or 30 seconds of it, whichever is feelings by abandoning the video or tuning it out. Neither shorter. Advertisers can run longer form TrueView ads and still outcome is beneficial, is it? learn how many viewers watch the whole message but it’s considered a full or complete view at the 30-second mark. Studies have shown average completion rates of only 50 to 65% for forced view 30-second ads, which means 35% to 50% Other providers have different definitions. Ask how completed of viewers are completely abandoning the video or the page. views are defined and whether it depends on the length of the ad or any other factor. On the other hand, YouTube’s TrueView ads are skippable after five seconds, and theviewers who choose to watch a full ad are 75% more engaged with your message. PART 1 10 THINGS TO LOOK FOR IN A VIDEO ADVERTISING PARTNER VIEWABILITY Viewability measures “viewable impressions,” i.e., how often your video ad actually appears on screen, and for how long. 2 You want a provider that can guarantee as close to 100% viewability as possible. The current industry definition for a “viewable impression,” What many agencies and advertisers don’t realize that between according to the Interactive Advertising Bureau (IAB) and Media 30 and 60% of the video ads they pay for are the Rating Council (MRC), is: NON-viewable kind—i.e., they are never even seen. One major agency and a few of the brands they serve have 50% of the ad’s pixels must be in view recently stated they will only buy 100% viewable ad inventory. in the active browser window for at Using the industry standard, all of YouTube’s TrueView least two continuous seconds in-stream ads are viewable, as they run before videos that viewers have clicked to watch and must run for five seconds before you can skip them. Since many advertisers still buy video ads on CPMs (cost per mille, or thousand impressions), this is an important point. If there You want a provider that can guarantee as close to 100% are viewable impressions then there must be non-viewable viewability as possible. impressions, i.e., video ads that are served but not seen. PART 1 10 THINGS TO LOOK FOR IN A VIDEO ADVERTISING PARTNER REACH You want to reach your audience in all your target service areas through premium inventory—i.e., programmatic, real-time (non-arbitraged) placements that are brand safe, fraud-safe, viewable, and most importantly—skippable, not 3 forced. That’s a tall order, one that led us to YouTube as a prime inventory partner for our platform. Its TrueView inventory checks all those boxes and, as far as being able to reach the video viewing audience goes, YouTube is the undis- HERE ARE JUST A FEW STATISTICS TO CONSIDER: puted leader. Viewers watch 5 times more video on YouTube every month than its top three competitors combined. (56 billion minutes vs. 11 billion minutes for Facebook, AOL & Yahoo combined) On mobile, YouTube reaches 91% of all video viewers each month vs. 6% for Hulu. The top 10 channels on YouTube have more subscribers (176 million) than all the U.S. cable, satellite and pay TV systems combined (100 million) EXTENSION OF TV REACH Now, if you’re still in the “TV first” mind frame, you want a provider who can extend the audience you reach through TV with multi-screen viewers. Again, YouTube’s reach trumps all competitors. And if you rely on third party metrics like Nielsen’s XCR to measure extension of TV reach, you want a platform like ours, which can integrate and optimize to XCR data in YouTube TrueView campaigns. PART 1 10 THINGS TO LOOK FOR IN A VIDEO ADVERTISING PARTNER AUDIENCE TARGETING Look for a provider that allows you to get as close to your audience as possible. That means targeting that goes beyond standard demographics and household income to include characteristics like contexts, behaviors, 4 emotions, devices, time of day, granular locations, etc. Better yet, you want a provider that finds your precise, ideal audience for you in the course of your campaigns then optimizes to it and leverages its core characteristics for future campaigns. This is something we call Audience BUYING THE AUDIENCE Verification, and it should be an objective of every campaign. VS. THE PROGRAMMING If you’re used to buying TV then you are probably comfortable with a couple of the medium’s limitations, namely: TARGETING TO EACH PHASE OF THE FUNNEL Having to buy programming as a proxy for the audience Another benefit of using a provider that allows the rich levels of precise Targeting broadly vs. precisely targeting is that they can potentially architect your campaigns to reach viewers in every phase of the purchase funnel. Be sure to check whether But now it’s possible to do both TV-style targeting and the video advertiser providers you’re considering have this capability more precise digital targeting. The right provider can enable you to buy online Finally, if third party data is used to target your audience, ask about the placements such as specific publisher’s sites or YouTube additional costs for that data. Many providers don’t include targeting data channels as part of a larger strategy that also targets many in their regular per unit pricing because it adds substantial costs. content topics, behaviors, emotions, etc. and then learns which “micro-segments” respond best and optimizes performance to them. Providers that allow you to only target placements broadly are delivering just a part of the audience. PART 1 10 THINGS TO LOOK FOR IN A VIDEO ADVERTISING PARTNER 5 AD PERSONALIZATION Reaching your ideal audience with precise micro-targeting is doubly effective when your message is personalized for each of the segments, locations, affinities, etc. you’re targeting. Research has shown that just running localized versions of your core ads boosts response as much as 200%. Look for a provider that can affordably create personalized versions of your ads and integrate them with your targeting. Ask whether they can incorporate elements into your ads for different locations, audiences, offers, etc. and recommend strategies to leverage these dynamic technologies for every branding or promotional campaign you’re thinking of running. PART 1 10 THINGS TO LOOK FOR IN A VIDEO ADVERTISING PARTNER PROGRAMMATIC CAMPAIGN SCALABILITY 6 Can the providers you’re vetting create and manage as many as thousands of micro-campaigns that merge the rich targeting and ad personalization for each of your service areas, audiences, promotions or product offers? Campaign scalability is key for high performance, ROI and cost efficiency. Also, it allows you to run national or regional campaigns at the local level, driving targeted brand response and engagement at each store location, sales territory or service area. AS AN EXAMPLE... Our platform accomplishes in a matter of minutes what it would take a campaign management team weeks and months to accomplish manually—and that’s just to launch a campaign. Our platform also automates ongoing monitoring, daily spend management and optimization for every micro campaign, making the impossible possible. PART 1 10 THINGS TO LOOK FOR IN A VIDEO ADVERTISING PARTNER STRATEGIES Another capability to look for in a video advertising provider is strategic competence. With all that new technologies can do nowadays, strategy is becoming more and more important. Advertisers and agencies realize they 7 need more than a “place it and spend it” strategy today. Ask for examples of strategies that your prospective Consumers respond better to ads that are most relevant to them so brands are demanding more “National - Local” or “One-to-One” marketing approaches. providers have delivered, how Great online video ad campaigns integrate several knock-it-out-of-the-park strategies including: they matched up campaign structure dynamic ad personalization with advertisers’ flighting optimization objectives and audience micro-targeting were measured. PART 1 10 THINGS TO LOOK FOR IN A VIDEO ADVERTISING PARTNER DATA & INSIGHTS 8 This is an area where many providers just don’t deliver but it’s critical for measuring ROI, confirming results vs. KPIs and learning about your audience and the effectiveness of your ads. Ask to see samples of reports that prospective providers deliver and whether they can deliver data in the particular format you need or through an API.
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