Tag Archives: IAB

50% of Brands see Video as Key Driver of Further Programmatic Investment

The ability to connect with audiences via programmatic video advertising is seen as a key driver of further investment in programmatic advertising by 49 percent of advertisers, compared to 19 percent last year. The data was release today in IAB Europe’s ‘Attitudes to Programmatic Advertising’ report which highlighted several other changing attitudes, showing that advertisers and agencies are becoming more aware of programmatic trading’s benefits beyond targeting efficiency, programmatic stakeholders are increasingly keen to take programmatic in-house, and most players are quickly adopting new metrics to measure their programmatic campaigns.

IAB Europe’s report surveyed over 700 participants from a mix of advertisers, agencies and publishers to gauge their views on programmatic advertising. Targeting efficiencies have always been reported to IAB as the dominant drivers of programmatic investment, and this remains the case this year with 71 percent of advertisers and 78 percent of agencies listing it as such. For publishers, client demand remains the highest motivator for investment, with 71 percent of publishers calling it a key driver. But this year’s results showed increasing awareness of other benefits of programmatic across the board. Brands are much more positive about programmatic video’s potential than last year, positivity that has followed a 155 percent increase in programmatic video investment in 2016. More brands and advertisers than last year listed campaign flexibility and reduced media wastage as key business impacts of programmatic trading, and more publishers than last year cite increased control of inventory and increased media value as key impacts.

While the report listed brand safety as a dominant barrier to investment, it is still not the primary concern despite its prominence in the news. Lack of talent, cost of technology and fee transparency were all listed as barrers by more brands than brand safety was. Meanwhile more agencies are worried about lack of talent, the difficulty of training people adequately, and quality of data than are worried about brand safety.

Whatever barriers do exist though, they’re not preventing high levels of investment as 88 percent of advertisers, 93 percent of agencies and 88 percent of publishers are planning to increase their investment in programmatic advertising over the next twelve months.

As investment increases, companies across the board are increasingly taking their programmatic trading in-house. This is most evident among advertisers where 23 percent now say they handle programmatic operations in-house, compared to 16 percent in 2016. This trend is set to continue too, as 56 percent of publishers and 46 percent of advertisers that don’t already have an in-house strategy state that they are planning to develop one in the next twelve months. The biggest barrier here remains a staffing one; both sectors list hiring people with the rights skill set and training people adequately as the top two challenges of an in-house strategy.

read more here: videoadnews.com

4 Ways To Enhance Video Advertising

by Tom Alexander

New options for enhancing your video include companion banners, which can be purchased from most publishers, and sequential messaging and retargeting, which are relatively easy options that don’t require rich media-type servings.

Another option is to overlay a custom creative unit on top of your pre-roll ad that invites users to skip the pre-roll and jump straight to the content video by interacting with your brand. The benefit is being able to capture both “skip” actions and completed views.

Here are four enhancements that will help you prepare your video for repurposing across multiple channels and boost overall consumer engagement with your brand.

1. OTT Branding

While traditional advertising delivers your brand message to a viewer just once, over-the-top branding focuses on building long-term relationships that turn leads into loyal customers. Solid OTT strategies create opportunities to deliver relevant messaging to people who actually want to receive it on an ongoing basis. Instead of focusing only on broadcast placements, brands should consider adding OTT to their video strategies.

2. Sequential Messaging

Placing retargeting pixels within creative allows you to display a second message for users who have already been exposed to your campaign. And it helps keep in contact with potential customers.

Customers frequently transition between devices, which means you have to deliver your message to them multiple times. Each message should build off the previous ones, tailored to the device they’re using at any given time. The most crucial element of this tactic is identifying the same customer across multiple devices.

3. IAB Rising Stars Ad Units

Consider ways to create more engagement opportunities, one option is the IAB’s Rising Stars ad units, which are ad formats that take up more space upon opening or as the page expands.

Rising Stars can play video in the billboard or filmstrip units of a Web page to provide a more interactive experience for users. Billboard ad units appear above the main content on the page, and filmstrip units provide a large space to fit content and visual elements. These larger interactive ad units with rich content appeal to customers more than traditional ads, furthering engagement.

4. Interactive Elements With Pre-Roll

With customized interactive overlays, completion rates for video ads hit almost 95 percent.

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video: Digital Buy Side Wants Audience Quality

Has the pendulum begun to swing from advertising and media’s preoccupation with digital viewability to audience quality? It’s a trend that comScore executive Aaron Fetters is seeing on the buy side—along with a keen desire to clean up “a mess” of an ecosystem.

“We finally seem to be going a little bit beyond just the discussion of viewability and fraud and getting back to how does that combine with audience,” Fetters says in an interview with Beet.TV at the IAB Annual Leadership Meeting. “I’m hearing the buy side really begin start to ask again am I getting the audience I thought I was buying.”

Now SVP, National Agencies & CPG Business at comScore, less than two years ago Fetters was on the buy side, as Director of Global Insights at the Kellogg Company. He thinks it’s a positive sign that the industry seems to be moving beyond a sole concentration on viewability, fraud and eliminating waste.

“It think we’ve probably made a lot of progress in beginning to eliminate a lot of the waste in the ecosystem, but now I’m seeing the attention turn back to it’s not enough to just know that I’m getting a quality impression,” Fetters says. “I want to know who’s seeing that impression.”

Addressing the digital ad ecosystem, Fetters expects the consolidation among ad tech providers to continue. “Clearly we’re seeing it week after week, month after month,” he says.

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