Each year advertisers and publishers see a year over year increase in video viewing. In fact, eMarketer believes “US digital video ad spending will nearly double in only four years, climbing from $4.14 billion this year to $8.04 billion in 2016,” so, with such great investment, how can digital video advertisers and publishers differentiate themselves from the rest of the market to generate revenue and meet their goals?
- Real-Time Bidding – look at where the buying and selling of online videos occurs. Real-Time Bidding (RTB), buys and selling videos one ad impression at a time, allowing advertisers to bid for top-quality brand-safe content from publishers who allows the advertiser’s content to be placed on a webpage. For example, if a user visits a page with display advertising, an exchange server is notified to an Ad Network like Altitude Digital to determine which advertiser gets to serve the ad on that web page.
- Conversion-oriented goals – always thinking about the overarching purpose of online display in video advertising is key to setting yourself apart from the rest of the competition. Understanding the strategies that solicit web conversion will meet, if not exceed, customer goals. Producing original web video content is most efficient at influencing user perceptions and purchase decisions if useful and/or entertaining information is displayed. Elements like interactivity, video length, targeting and delivery methods, and social media applications are all essential factors in facilitating the conversion rate online.
- Introduce form to function – users are constantly multitasking, transitioning from mobile devices to desktop to tablet. Which is why offering displays compatible with mobile, tablet, and desktop (including television) is a service not yet offered everywhere and one that will undoubtedly differentiate oneself from competitors. Taking account of all consumer touch points within the brand experience is key to targeting the right audiences and delivering the appropriate content via each medium so users have an optimal ad viewing experience that increases engagement.
With the intelligent use of these initiatives along with foundational best practices in online display advertising, publishers and advertisers will be meeting their goals to provide meaningful content to its audiences while generating revenue quickly and efficiently.
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