This column was written by Premal Shah, VP, Strategy at Chango, a real-time marketing technology company with an advanced platform and full-service solutions for brands and agencies. Premal is responsible for leading best practices and partnership strategies across all media solutions and the Programmatic Marketing Platform (PMP).
Programmatic can power a video campaign
A lot of marketers still think that programmatic should be limited to direct response. And it’s easy to see how this misconception arose, as programmatic has long been positioned as a way to measure impact against a particular revenue goal. But we need to remember that branding campaigns can also leverage the power of programmatic. Brand marketers can deliver a message to their desired audience throughout the sales funnel, using first-party data, intent-targeting and third-party data. Videos are no exception. Programmatic videos offer a high-touch brand experience that can raise awareness and build brand advocacy. Each of those goals requires a different message addressed to a different audience at the right time, and this is where programmatic becomes critical.
Search data is effective for video campaigns
As with programmatic more generally, most marketers fail to recognize that search data can be extremely effective for videos. In fact, search data can be used to optimize programmatic video campaigns or to target specific audiences along the top and middle of the sales funnel. Using search data at scale gives you not only the ability to target and optimize based on your goals, but also to get the insights you want against that audience.
A campaign might not always start with search data. For example, when Under Armour branched out to the female demographic, the brand may have benefited from audience-level targeting. But whenever search data is brought in, it allows the advertiser to learn much more about your audience. Search data may not always be the primary data source, but it’s a powerful tool to augment, expand and/or optimize a campaign.
Programmatic will make your video analytics much better
How many times have you received detailed reporting on where your video inventory ran or the type of audience you reached? Your in-house analytics won’t give you these insights, nor will they provide you tips to optimize your current campaign. Brand lift studies, or publishers’ media kits may not help much. If you’re looking for actionable insights on your videos for your organization (or client), programmatic is the best way to go.
It’s always best to use as much data as possible
Just because video inventory has traditionally seen higher sell-throughs doesn’t mean it’s working efficiently and always addressing the right audience. Even though a food brand’s video inventory may be available on a recipe site, for example, it doesn’t mean it’s a good spend. After all, you don’t want to target salami to a vegetarian. It will only result in wasted impressions. You want to make sure your media budgets are being spent efficiently and that the insights you’re getting are related to the market you want to address. Leveraging programmatic, and making sure these questions are being asked upfront, can avoid situations where your media is being spent inefficiently.
Don’t be forced into a pricing model just because everyone else is using it
Marketers are intrigued by the idea of getting views and paying for them only when they’re completed (cost per completed view, or CPCV). However, companies, including Google, are introducing more choice, allowing users to skip and interact with videos in different ways. Focusing only on completed views can result in tactics that may not be favorable, such as auto-play videos in banner ads or auto-play units that are not even in-view. Moreover, it’s been shown by a number of studies that ads that are skipped after only a partial viewing still drive value — whether it be brand recall, lift, or other forms of interest. You want an approach that considers both quality and quantity. The pricing model shouldn’t impact the former.