Programmatic Advertising
Turbo-Charge Your Campaign with Programmatic Video Ads
Ankitesh Thakur
Video ads work well, but programmatic video ads delivers better results. Here’s how you can enhance your video ads with a programmatic approach.
Marketing strategies that include video advertising are necessary for any marketer who wants to reach their audience – 96% of marketers consider it an important part. Video content is a great way to promote products and services due of its visual appeal and ability to create compelling stories. Video advertising industry has changed with the advent of programmatic advertising.
It is impossible to overstate the importance of video programmatic advertising. It has even become an integral part of the programmatic ecosystem. Insider Intelligence predicts that programmatic video advertising spending will grow 30% by 2026. This is a sign of its growing popularity among marketers. Understanding the fundamentals of video programmatic advertising is essential for understanding its importance.
Programmatic Video Ads are the automated buying and selling of video ads using programmatic technologies. Marketers can use data and algorithms to target specific audience segments and determine the best ad placements. This results in unprecedented ,efficiency and effectiveness – the three pillars for success in today’s highly competitive digital landscape.
In other words, programmatic video marketing uses technology to simplify the advertising buying process. This approach uses automated auctions to reach viewers when they are most interested. The precision achieved allows for time savings and maximizes advertising campaigns by ensuring that each viewer receives relevant and engaging material.
Real-time Bidding (RTB), a process allowing multiple advertisers to bid on ad inventory simultaneously, is the foundation of programmatic video advertising. Multiple advertisers can bid simultaneously on the ad space using this technique. Publishers make This possible by making their inventory available through the supply-side platform (SSP), which connects the ad inventory to multiple exchanges and the demand-side platform (DSP). This is a step-by-step breakdown of how the system works:
The real-time auction helps maximize publishers’ advertising revenue by opening up their inventory and making it available to more buyers. This increases the chances of placing lucrative ads. This process takes place within milliseconds, causing minimal disruption to users’ online activity.
Programmatic video advertising has many benefits for advertisers. These are the most important advantages of this new advertising method:
This makes programmatic video advertising attractive for advertisers looking to maximize their budgets and reach a highly relevant, engaged audience.
Programmatic video advertising includes a variety of ad formats to cater to different viewers’ preferences and contexts. These are the most common types of programmatic video ads:
The ads play within the video. There are two formats: linear ads and non-linear videos. The linear ads are similar to the TV commercials in that they take up the whole video player. The ads are displayed:
Non-linear ads don’t stop the video. They run alongside the video. Non-linear ads typically take up around 20% of the available screen area, allowing the user to skip the advertisement and go straight to the content they want.
Outstream videos are ads that appear on a website or in an app but do not use a video player. The ads autoplay as the user scrolls over them. This makes it less intrusive for viewers. Outstream advertising can take on several different formats.
The Video games contain in-game ads. These ads can be classified into:
The programmatic format of video ads offers unique ways to interact with your audience through the context and platform in which you are presenting them.
Marketers should be aware of a few emerging trends as programmatic video continues to increase.
Advertising on streaming platforms (CTV and OTT) is increasing. Advertisers will use programmatic ads to effectively reach consumers on digital streaming platforms as they shift away from traditional TV.
The global immersive technology market is expected to grow from $ 26.53 billion in 2022 and reach $ 134.18 billion by 2030. The growth of this market is also extending into the marketing sector, with the increasing use of immersive technologies like augmented reality and virtual reality in programmatic video ads.
Marketers can use this technology to create interactive and engaging ad campaigns that capture viewers’ attention and encourage brand engagement.
Advertising agencies are testing new formats of ads, such as interactive video ads or shoppable videos. Advertising using programmatic will help advertisers use formats like these more efficiently by giving them data-driven insight into how they perform.
Contextual targeting is becoming more popular as consumers are increasingly ad blind. Advertising companies are aligning ads to the content that viewers consume to ensure they are both relevant and not intrusive.
To reap the benefits of context targeting, marketers must create multi-layered strategies, including demographics and behavioural data, on top of the contextual data.
Multichannel strategies are being integrated with programmatic video. The approach ensures consistency and coherence between digital touchpoints to enhance the brand experience.
Brands can enhance their overall experience by combining programmatic marketing with multichannel advertising. This will help them achieve more tremendous success on the digital platform.
As we know, AI has already significantly impacted video programmatic advertising, which will continue to grow. It is likely to affect the future of video advertising dramatically.
AI helps marketers to create better video ads. They can, for example, use test formats, reach out to different audiences, and optimize the performance of campaigns.
Programmatic video advertising revolutionized the landscape by providing advertisers with an efficient, data-driven, and highly targeted way to reach their target audience.
As video consumption increases, programmatic video advertising will be more critical in digital advertising. It makes sense to include it in your overall marketing strategy. You will need an effective plan and video ads to achieve this. These tips will help you start on the right track.
For more in-depth guidance on how Performoo can up-level your video advertising strategy, check out our goals page.
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