Many advertisers want to translate the TV buying model into online video. That is a much larger issue, and an ongoing one at that, so let's avoid diving into the minutia. Suffice it to say that the two just don't synch up quite yet. TV is about reach and frequency numbers. Online video, as we stated earlier, can be measured with engagement metrics and completed views, and it can be purchased in similar fashion.
Online, there's an issue of audience duplication that advertisers need to be mindful of. The targeting technology available today means that advertisers can identify and reach users that match certain criteria, but it also means that there are smaller available audience pools, which can lead to over saturation.
Think about for a second. If an insurance advertiser wants to reach consumers who appear to be in their early to mid 20s, own a car, and are watching sports content, it has the ability to target that group. But, that segment represents a much smaller audience compared to the general population watching a football game on Sunday. It's risky to keep hitting that same audience segment with the same creative. It can only play so many items before it becomes ineffective.
Online video a crucial part of online advertising, and should be included as a pillar in the majority of online campaigns, as it touches nearly every internet connected device. Smartphones, tablets, and connected TVs are all part of the viewing experience, and marketers need to participate in these channels. That rush to participate can't get in the way of smart planning though, or else marketers are essentially going to be wasting their budget on ineffective online video advertising.
Mark Mallet is VP of sales for SEASON/Silver Chalice.
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