Overview of top Programmatic strategies that CMOs should adopt for video advertising in 2017
B2B adoption of programmatic video technologies for marketing and advertising is on the verge of breaking the ceiling in 2017. Programmatic, in simplest terms, refers to tactics that marketers deploy for running audience-oriented campaigns across various channels, including social media, E-commerce, mobile, OTT, and display. Video inventory remains the costliest and hardest technology to deploy; yet, the most attractive.
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Programmatic Market: What the Numbers say
According to ZenithOptimedia Programmatic Marketing Forecasts, programmatic advertising will grow by an astounding 31% in 2017 – and that’s faster than social media (25%) and online video (20%).
Dun & Bradstreet Report predicts almost 70% of B2B marketers plan to increase spending on programmatic advertising in 2017. Ad spending forecasts on video inventories show buyers leaning heavily towards Programmatic Direct in the next 36 months.
Understanding programmatic technologies for video advertising, therefore, makes more sense than ever before for CMOs.
Here are 5 technologies that will inspire CMOs to adopt programmatic video technology at the earliest.
#1 Self-serve video placements based on content effectiveness
Connecting technologies for scalability and transparency
Self-serve programmatic marketing platforms enable marketers to grab instant insight about actionable data based on fragmentation of audiences across multiple devices, channels, and demographics. Publishers can extend their video advertising inventory beyond pre-roll buckets, delivering customized high-impact video experiences without redesigning or replacing existing content.
Additionally, self-serve programmatic video platforms also offer visual metrics and data slicer to optimize video advertisements based on opportunities, impressions, device-type, fill rate and IAB category.
#2 Verified View-ability
Optimize video inventory. Maximum Gain, Minimum waste
The screen size of the device still affects view-ability, forcing the viewer to switch to other content-types. In short, viewability is a disruptor in video content performance.
Video advertising campaigns designed specifically for B2B commerce and social media channels require immaculate testing and execution. In March 2014, Facebook introduced Premium Video Ads for advertisers to drive more brand-specific campaigns, focusing on high-quality content and screen-view. Deploying programmatic video ad tech helps marketers overcome the challenge of lost views due to screen size issues. Verified view-ability, therefore, eliminates the risk of wasted ad spending.
#3 Programmatic Influencer & Social Media Content Marketing
Commanding video content for every business
B2B marketers can purchase ads from publishers via demand-side platform (DSP) or APIs provided by Facebook and Twitter, automated to integrate with existing Data Management Platforms (DMP).
By adding programmatic technology into social media video inventory, marketers can run more effective promoted content with higher control over their feeds.
In November 2016, ROI Influencer Media, the leading influencer marketing platform, partnered numerous programmatic platforms, including PubMatic, Rubicon Project, OpenX and DoubleClick Ad Exchange.
Its aim was to standardize programmatic in influencer marketing and social media video content management for everyone.
#4 Live streaming with Ad Insertion
Magnify opportunities for better ad monetization
Enter Supply-side ad insertion platforms that offer dynamic ad insertion and ad stitching services. In 2017, Facebook video ads are just as competitive as those streamed on YouTube and TV!
The rise of cross-channel video advertisement campaigns makes it hard to predict the exact interaction between the viewer and the brand—but that can be solved remarkably by programmatic technologies.
For businesses looking to monetize their Live streaming content, programmatic delivers a very healthy revenue model. By deploying programmatic video solutions in live streaming content, marketers can deliver better user experience with excellent personalization. Something that traditional TV can never provide compared to online live streaming.
#5 Location Analytics to Build Customer-specific campaign
Leverage Big Data for Video advertising
Data takes programmatic to an all new level. Offline behavior and in-app advertising analytics help bring more data on the platter, enabling digital advertisers to target customers more effectively.
In 2014, Adelphic partnered with Placed to quantify the impact of their digital and OOH ads to improve campaign performance for location-based advertising.
Location analytics with programmatic capabilities create an ideal marketplace for CMOs in martech where they can offer hyper-local and super-personalized experiences among brands and agencies. In short, programmatic video ads and location analytics help CMOs see how their investments generate ROI in an incremental manner across channels and devices, offline and online.
Additional cues—Programmatic goes AI for mobile and TV audiences, Contextual Retargeting and Audience Extension
AI is the buzzword for CMOs in 2017. The proliferation of programmatic capabilities adds more teeth to the technology, especially in real-time bidding for ad media. In an interview to MediaPost, Tom Sade, CEO and Founder of Wise Data Media said,
“AI is at the heart of the digital advertising industry and is becoming a more integral part of programmatic buying. AI and predictive modeling techniques boost campaign effectiveness by accelerating the decision-making process in terms of determining what ad should be delivered to which user, what type of format should be used, and the best time to deliver it.”
Choosing software or technology platform for programmatic ad buying and selling in 2017
Apart from focusing on the above-mentioned technologies, CMOs should also check if they can leverage programmatic video advertising for –
#1 Audience Optimization
It’s time to move from Big Data to Mega Data, but with micro-focus on audience needs. The programmatic platform from Simpli.fi offers exactly that. Audience Segmentation and Optimization based on search keywords, IP data, CRM profiles, viewability and ad listings enables advertisers to bid more accurately based on maximized opportunities.
#2 Contextual targeting
Video advertising that integrates with email and CRM retargeting gives publishers ample opportunities to monetize their ad spend. A mix of CRM, email and social media targeting amplified programmatic video ad spend, ensuring affiliation with new customers and engagement with the existing ones.
#3 Cloud Automation for Programmatic
This remains the key towards managing all programmatic channels, delivering incredible insights into marketing attribution and customer conversion along the entire journey. For example, cloud automation for programmatic by Adobe provides a quick scale performance optimization platform that extends targeted video content consistently across key marketing channels.
Cloud automation for programmatic, together with self-serving capabilities, automates the entire ad buying process for search, display, and social media across ad exchanges and media networks from partners like Google, Facebook, Yahoo, Rubicon Project, Index Exchange, and more.
#4 Campaign Manager
Almost all leading video ad solutions providers in the programmatic category offer Campaign Manager. Ooyala, DoubleClick and Simpli.fi offer integrated campaigns management solutions for auto-optimization, real-time analytics and unified insights with cross-screen capabilities.
In short, programmatic video advertising platforms with Campaign Manager makes the process look like a cake walk, helping marketers “Go Live” in minutes, with just a few clicks. Top ROI-driving programmatic capabilities that integrate with Campaign Manager include
Programmatic Video Advertising will be Mega Trend by 2017-end
Conversions and leads remain the top KPIs for marketers in deciding the success of programmatic technologies for video advertising—which is more or less similar to any sales metrics. As marketers look to target audiences with more ROI-specific campaigns, the programmatic video capability is easily the safest brand-stimulating technology for digital media across a wide range of channels and formats.