The success of search and banner campaigns is built upon critical analytics provided by trafficking and reporting technology, which allows campaign optimization on-the-fly. Yahoo!'s recent announcement about smart ads is an example of rich-media systems supporting ad component-based optimization and targeting.
Smart ads allow advertisers to leverage a single advertisement asset into multiple assets buy, automating the generation of tailored and targeted ads that carry personalized messages and offers.
In the video market, most advertisers do not take advantage of the available feedback and reporting metrics to improve their video ad performance, but they should, as this is the best way to improve the brand effectiveness or ROI of a video ad campaign.
How does one do this? By putting ad types and creative to the test, learning on the fly and modifying creative that doesn't perform. It's far better to know if an ad type or placement is not working and improve it on the next, or even the current campaign, than to not know, or worse yet, ignore the problem.
It makes sense then for advertisers to require their video ad networks, sites and agencies to provide such information. This includes providing the ability for advertisers to react to what's working, receive real-time metrics and adjust messages as needed on a campaign-by-campaign basis. Or, better yet, during the campaign itself.
As seen above, Interactive Sponsored Watermarks invite viewers to interact with an ad at pre-defined points in time without interrupting the viewing experience (Content is paused when the ad is clicked and resumes when the viewer closes the ad.)
Real-time text and logo creative customizations enable advertisers to change price points, discount offers, etc. based on geography, daypart, demographics, content genre and/or device type (PC, mobile, etc.)