When it comes to video, it's worth building a strong foundation, and that can be achieved with the help of your ad operations team. Here's how.
Video advertising is the "it" tool in today's next-big-thing-hungry society, and undoubtedly, all the kudos and attention are well deserved. Video is so powerful that it extends beyond commercial advertising into self-advertising. Traditional sites that produce and stream both their own and syndicated videos are now standing in the same circles of influence as the user-gen sites, making it appear that everyone who picks up a camcorder gets a sizable, desirable audience.
On this increasingly video-centric internet, savvy advertisers are successfully navigating the waters of online video and finding new ways to reach users through products that raise awareness, produce brand lift, garner response and capture the mantle of being considered the next cool idea.
But with all the glory video advertising is basking in, it's a little too easy to fall in love with the technology and forget the human element behind the video revolution. When advertisers and publishers alike are choosing a video partner, some attention needs to be given to the ad operations teams, as no matter how flashy the video application, the knowledge and reactive capabilities of the ad operations team behind it are what optimize and improve results.
Capitalizing on market innovation doesn't only mean utilizing new ad products, it means forging new relationships and partnerships that ensure success.
The ad operations element of online video
The online economy, as hypothesized by Forrester Research in a recent report about video and music viewership trends, will be driven by ad-supported content. This points to a healthy surge in the online video business and the development of even smarter ad products.
Every new technology and ad product, though, demands that a seasoned operations team consistently and precisely implement a process across diverse and changing publisher systems in order to meet both publishers' and advertisers' needs.
Building for the future of online video? Here's how.
1.) Choose a video partner. Things were a lot easier for Batman once he had Robin, and choosing the right partner for your video needs is critical. First determine who you are, what you need, what you want, and then approach the people who can provide for you.
Are you an agency looking for a partner in the design and targeting of video ads? Or do you want an automated system for media implementation and uploading creative?
Are you a large publisher with a department that can manage the scheduling of in-video advertising internally? Or are you a looking for a partner not only to implement a new advertising system, but also to maintain it?
Do you want a partner that analyzes your reports for you and gives you executive summaries? Or do you want all the info packages given to you so your own research team can put together their own reports?
Knowing your needs is the first step in picking the right video partner for you.
2.) Think video metrics. As the industry moves away from buying and ranking based on impressions and page views to metrics like exposure time and time on site, know what you are trying to achieve with video. Explaining to your client that their video campaign accomplished its goals can no longer (and should no longer) be done with mere impressions and clicks reports.
A few of the companies focused on video have figured out new ways to target, track and optimize based on the performance of the video. Replay rates, percentage of video viewed, seconds viewed and seconds exposed all come together to tell a more robust story. Again, this is where seasoned ad ops teams help make a campaign as effective as possible.
3.) Turn measurable results into scalable results. Once you have shown your client that video advertising really does work, make sure your video partner captures your results and includes them in an evolving benchmark. As the industry matures and each ad product establishes its potential to garner results, benchmarks based on the ad products, the creative message, the season and the ad sizes will all help to ensure that continued success is built on initial successes and that each campaign builds internal know-how.
4.) Lastly, stop thinking of ad ops as a back office function. If a new ad product is the car, ad ops is what's under the hood. When working with companies that run video campaigns and video management systems, learn about their processes and what's involved. This helps in prepping assets for faster implementation and ensuring a smooth campaign. Also, please note that, like the beloved creative team, we also get to wear jeans sometimes and can be just as much fun.
In conclusion
While video advertising excels in getting your audience to pay attention, maintaining the present staggering rate of industry innovation is extremely dependent on the ad ops team supporting it.
Experience with the nuances of video can be the lifeblood to success, and the folks in ad ops are the people who have been in the trenches the last seven years, running the award winning online video campaigns.
Technology is key, but investing in a solid relationship with an advertising operations department you trust is like having a diamond foundation for your house. You can build on top of it to whatever heights you would like, and it's always worth it.
OJ Paranone is manager of advertising operations for The Fifth Network. Read full bio.