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Winning gold with your video ad – it’s all in the delivery

by Sarah Lawson Johnston
July 10, 2014

Advertisers can develop and create inspiring video adverts, but if the timing and delivery of a campaign comes second in the pecking order, they will find the impact of all this effort and creativity is completely lost when the ad goes to air. So how can advertisers enhance the effectiveness of their video ad campaign?

It sounds simple, but switching the approach, preparation and management of a campaign can make all the difference.

Online is big business

The video advertising industry is booming. In the UK alone, online video ad spend increased by more than 60% in 2013 – £325 million compared to just £4 million for the first half of 2008 – which represents a staggering increase in investment.

This increased investment runs parallel with the growing numbers of consumers switching to online platforms to view TV content. In response to this trend, a large proportion of broadcasting companies, websites and social media networks have invested extra time and resources into streaming content. For example, during the 2010 Winter Olympics in Vancouver, the BBC mainly used the ‘red button’ to stream extra content, with some live streaming of events made available to UK viewers, and catch up videos available on the iPlayer. Fast-forward to Sochi 2014 and the broadcaster provided 650 hours of live streaming across tablet, PC and mobile, three times as much coverage as the broadcaster actually showed on terrestrial television. This was the first time the BBC had ever offered live coverage throughout the entire Winter Olympic Games.

The significant advance in adoption of this form of media gives a strong indication of the direction in which TV is headed. However, in spite of hundreds of thousands of pounds being invested in the best and most inspired online video ad campaigns, if an ad is not shown in the right place at the right time, then – just as with traditional forms of TV advertising – it is a wasted placement.

Automated delivers the edge

The rise of online video ads presents a real benefit to advertisers. It allows them to be more specific about their placements, whereas traditional TV advertising means buying broader audiences. Purchasing online video ads – as well as ads on devices such as connected TV – via a programmatic approach allows them to be more tailored to the specific consumers they are reaching.

There is currently a great deal of comparison between online video and TV, yet for advertisers they are distinctly different because of the way they can buy, optimise and measure both mediums. However, when online video advertising is delivered correctly, the real visible difference is that advertisers are rewarded with the precision of online display – reaching influential consumers at the right place and the right time – coupled with the traditional branding impact of TV.

But just how do advertisers ensure they deliver the best possible ad?

No room for error

Today, teams still rely on sharing critical information using spreadsheets, word documents, online portals and emails, but with each manual process comes increasing opportunity for error as this approach relies on human accuracy.

An automated advertising process relies heavily on integrating the information, systems and workflows utilised by all participants within the lifecycle of getting the ad to air, and running this process through one central connected system. Various processes within this automated cycle can include creative and traffic departments, dub houses, media outlets, publishers, talent, and accounting teams, so that they can all see and operate with the same information for the duration of the campaign, right through to consumer engagement. It is easy to see how this connected approach can be much smoother, more transparent and less prone to risk when an automated approach is utilised.

The power of programmatic

Advertisers who deploy automated systems to manage and deliver their campaigns can also maximise the advantages of using programmatic buying, enabling advertisers to be responsive and act quickly if, for example, a popular YouTube video or website goes viral overnight. When taking advantage of marketing automation campaigns can be managed instantly, allowing planners to reassess their inventory more frequently. Yearly advertising plans become bi-annual, and bi-annual plans can become a quarterly review, allowing a faster response time to the media channels growing in popularity and more fluidity when it comes to booking and managing video ad campaigns.
Automating data and centralising processes within the advertising mix have cost and timesaving implications – requiring less manual input and a smaller margin for costly errors – and can also help maintain the momentum of your campaign. However, it is important to note that although automation can streamline the online video advertising process, exceptional strategy and quantitative input is what will always give advertisers the edge to win gold.

Via M&M Global