Video has exploded into a top advertising format that has proven to be especially conducive to mobile advertisers. This option allows them to reach consumers and provides them with valuable brand and product information in an engaging and dynamic fashion. So, it's no surprise to hear that eMarketer estimates that U.S. digital video ad spending will climb to $14.38 billion in 2019, up from $7.77 billion in 2015. Video increases conversion rates, encourages sharing, and creates an engaging experience for the consumer.
If you are a DSP, video ad network, or media buyer operating in highly competitive marketplaces, optimizing campaigns to achieve the best possible performance at scale is the most common and greatest challenge. We compiled a list of tips and tricks to ensure that your campaign yields the best possible results.
Consider multiple ad formats
Because publishers control in-app placement, choosing the right ad format is critical for campaign success. Simultaneously, A/B testing ad formats is a great way to gain insight on what type of video ad is most conducive to your marketing objectives. Consider niche ad formats, and always be aware of the different business goals they are optimized to support. Popular options such as pre-roll or mid-roll interstitials deliver view fill, but opt-in rewarded video allows users to watch a video ad in exchange for in-app currency which promotes an engaging post-view user experiences. For example, K-Swiss is a major brand that launched a video marketing campaign in an in-app experience, in this case, from within the messaging app, Kik. Kik's opt-in video user flow guarantees that ads are non-intrusive, and contribute to an intentional brand experience. Kik lets users select what ad to watch, and viewers are rewarded with Kik Points for completed video views. As a result of this campaign, 55 percent of Kik users who saw the sneaker brand's clips signaled an intent to purchase K-Swiss merchandise. This reward system enticed user initiation because of its engaging ad format.
Engage the right audience to maximize ad distribution
As the mobile industry moves away from mass advertising and develops its own niche, it's important that your messages are personal and relevant to individual consumers. Utilize your supply side platform's segmentation capabilities to target audiences specifically interested in relevant app categories, geo-location, device, etc. Be sure to request reports to routinely monitor your campaign performance and ask for transparency into their inventory sources. This lets you utilize the whitelisting abilities of your SSP to ensure you are interacting with the right audience.
Make smarter buying decisions with programmatic video
With the industry evolving towards the automated purchasing and selling of digital ad inventory, programmatic capabilities in the mobile ecosystem have matured. Programmatic has enabled a more nuanced option for the buying of ad inventory, and serving video ads through recognized industry standards such as VAST. VAST is not only a standard way for video players and ad servers to communicate, but it also provides a greater transparency into campaign performance with its reporting features. Tracking goes beyond "top of funnel" metrics and offers insights into specific audiences who watched your ad, including how much of the ad users viewed. The selling process advances as advertisers become better educated on how sell ads to publishers who have premium inventory that aligns with the advertisers target audience.
Ensure your video duration is optimized for mobile
Many advertisers categorize mobile as an extension of desktop, but consumers interact very differently with each medium. Brevity is certainly a virtue in the world of mobile video. Fifteen second ads gain the most traction from consumers whose attention span is short and divided amongst the plethora of content out there. Take Carl's Jr.'s Super bowl campaign, for example, which was a smashing success and ran only 8-10 seconds. Be sure to time your mobile video ads appropriately and also incorporate several creative refreshes so that content does not become stale or redundant. For example, Carl's Jr. ended its ad with an option to watch four extended videos or click to get a $1 off coupon, keeping its audiences engaged to follow through with further actions.
Focus beyond key markets
The popularity of mobile video advertising in emerging markets has moved beyond the early adopters phase and is quickly becoming mainstream. It is essential to choose an SSP that has a wider focus than just the well developed markets, and can target emerging markets such as South America and APAC which are currently perceived as less saturated traffic sources (compared to North America and EMEA). This will make it easier to buy traffic at the same volume at a considerably lower cost.
In conclusion, a strategic approach to implementing video campaigns is one that always keeps the user experience in mind. Consider using additional strategies such as retargeting to supplement a more comprehensive and successful branding strategy. Thoughtful video ad integration and iterating campaigns over time allows you to scale your campaigns to identify what is optimal for your user base and works best to meet your business's goals.
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