Video is an increasingly important online advertising channel for both branding and performance. In last month's column, "Video Advertising Strategy Part 1: The Metrics," we discussed how to choose the right combination of metrics for your campaign success. This time, let's look at how we can enhance the branding and performance of a video campaign using the latest real-time audience targeting and optimization tools. Video ads are highly engaging and much more expensive to deliver than traditional display ads; therefore, we need to be much more precise with our audience targeting approach.
Let's look at the following four areas for a winning video ad campaign strategy:
Based on our research, messaging consumers through multiple channels is significantly more effective than a single channel. Real-time audience targeting allows us to sequence ad messaging based on the ad impressions users already have received from across multiple channels. Combining this with insights gained from analyzing the conversion path of existing customers creates a powerful, multi-channel marketing solution for any type of campaign.
While video alone is not a "lower funnel" performance driver, it can still boost the performance of other mid- and lower-funnel channels, such as display and search. By monitoring performance lift on display and search through tracking tags on a brand's site, we can optimize user targeting on video channels based on this shared data. This means showing more video ads to the types of users who are known to convert more often via search and display after video ad exposure. In RTB language, this means bidding higher for specific users so that your ad message remains top of mind for the consumers who are most likely to be influenced.
To date, marketers have typically separated video from their campaign planning and execution for display, search, and email. But as online video matures, marketers are realizing the benefits that cross-media channel strategies and metrics can deliver for campaign performance. Because online video optimization is still very new, it's important to test, learn, and optimize as much as possible. Video ad metrics, along with video optimization strategies, are continuing to evolve and, consequently, so is the game. For marketers who want to stay one step ahead of the curve, applying optimization tools, real-time audience targeting, and a philosophy of continuous experimentation are the keys to success.
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Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
As Chief Technology Officer at Turn, Xuhui Shao focuses on the power of optimization, machine learning, and advanced analytics solutions in driving new business models, products, and services across all industries. Xuhui is responsible for architecting the machine learning and optimization technology to deliver the most effective data-driven digital advertising in the world. He is passionate about the dynamic online advertising community and works closely with industry leaders developing data transparency and consumer privacy protection.
For the last 12 years, Xuhui has practiced research and development in machine learning, statistical theory, and computational intelligence for Fortune 100 companies in various industries from banking, finance, online retailing, healthcare, insurance, marketing, and online advertising. As the lead inventor and co-inventor of three awarded patents in the areas of advanced analytics and optimization, Xuhui is a recognized expert in harnessing data and transforming analytics into actionable insights and optimization strategies.
He earned his bachelor's and master's of science degrees from Tsinghua University, Beijing, and his Ph.D. in electrical engineering from the University of Minnesota.
March 19, 2014