A recent report from IAB and EMarketer has shown that in the first half of 2019, the digital ad spend has risen significantly, sparking a trend expected to last well into the new year.
The 31% increase comes as advertisers monopolize on the growing appeal of original video content and team this with efficiency of programmatic buying to drive engagement and generate greater ROI vs more organic methods.
What is Programmatic Video?
Much like programmatic display, programmatic video refers to the practice of displaying your video in online/TV ad-space based on set criteria. You choose the audience, the location and the context; then we deliver your adverts in relevant placements to generate engagement from interested audiences.
What are the benefits of Programmatic Video?
Video advertising offers advertisers a range of benefits including:
Video to suit your audience - given the mass availability of video; there is a format guaranteed to suit you, whether that be pre-roll, mid-roll, post-roll, in-page, in-banner, in-game and so on. The range of video formats allows us to be granular in our targeting and ensure we’re using the best formats to reach your most valuable audience.
Video Ads do well on Mobile - speaking of audience, the number of users watching videos on mobile devices continues to climb; among the 18-45 demographics in particular. Interestingly, 77% of short video pieces (30 seconds or less) are watched to completion on mobile devices - higher than the average engagement rate of video delivered via desktop.
Creative Options - video formats provide a great creative canvas, allowing you more time to connect with your audience and engage them with your concept. With more scope for story telling and emotive messaging, video is a great way to engage your audience with the ethos of your brand, show the history of your venue or provide exciting visuals to entice them to visit/purchase.
Consumer Psychology - with 21st century audiences becoming more savvy and aware than ever before, we have observed a shift in consumer psychology. It is observed that consumers invest time into watching videos of the product or service they feel they want or need prior to parting with their time or cash. Video allows us to tap into this psychology and ensure your brand is at the forefront of their mind during this process.
Cost-Effective metrics - many video formats are un-skippable therefore you are guaranteed that every user served your advert will view it through to completion. Alternatively, most skippable formats (often skippable only after 5 seconds) are charged on a CPV basis therefore you are only charged when your video is viewed to 75% or more. This delivers maximum exposure for your budget and reduces wastage as much as possible.
If you would be interested in learning how video could fit into your advertising strategy, please don’t hesitate to get in touch and we’d be more than happy to put together a complimentary proposal for you.