It is no secret that video marketing is incredibly important in today’s digital landscape. This has led to a growing number of advertisers willing to spend their marketing budget on programmatic video. With this in mind, let’s take a look at some of the best practices you can employ to get the most from programmatic video advertising.
What is Programmatic Video Advertising?
First, it is important to understand what programmatic video advertising is! In short, it is a practice that makes use of bots to purchase ad space depending on a set of requirements. As the advertiser, it is your responsibility to choose your target market, provide access to the ads and of course, set an appropriate budget.
1 – Share More Inventory Information
It has been proven that there is a strong connection between how much information you can share about your ads and the higher CPMs and Fill Rates. If videos contain a wealth of data including viewability, demographics and brand safety it will be far more desirable to advertisers who are seeking out premium content to help them reach their target audience via programmatic video advertising. If you can increase viewability from 50% up to 90%, it can result in up to an 80% increase in ad revenue! Check out Google’s Viewability Guide for further information.
2 – Maximizing Yield Across Multiple Transaction Types
When using Google Ad Manager for programmatic video advertising, there is a great deal of flexibility over how you can sell your inventory using a variety of transaction types. The Ad Manager provides a unified platform with several yield management features.
3 – Schedule Technical Video Audits Regularly
If you have technical errors, it could result in some substantial missed opportunities and also a poor user experience. Conducting a regular technical audit for your programmatic video advertising is a great way to help prevent these errors. Some of the steps that should be included in your audit include:
- Audit all inventory for VAST errors and timeout windows as well as issues passing user agents.
- Review sites and apps for potential latency issues, reduced render rates, and prefetching opportunities.
- The inventory tools within the Ad Manager give the option of controlling various settings. For example, you can create network level duration settings or block specific devices.
The dynamic ad insertion tool within the Ad Manager helps to create a seamless user experience across all platforms.
To Your Best Online!
Ingrid Gee, Internet Marketing Consultant. Blue Dress® Marketing, an Internet Marketing Company headquartered in Knoxville, TN. Internet Marketing Developed, Implemented and Managed to Full Circle! Organic Internet Search Engine Guru. Turn Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online®