The average consumer spends more than an hour a day watching online videos. According to the latest online video forecast by the media agency Zenith, it should even be just under an hour and a half in 2020.
Advertising companies have already adjusted to this: in 2017, video advertising spending alone amounted to 420 million euros in Europe, compared to more than 5.28 billion euros across Europe – with an increase in growth of just under 35 percent compared to the previous year.
But programmatic advertising faces huge challenges with video advertising – high-quality video inventory is scarce and brand safety and standardized measurements are still not guaranteed.
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Video Ad Fraud and Brand Safety – Stumbling Blocks for Programmatic Video Advertising
The fundamental issue with programmatic video is not just for small publishers, but also for industry sizes like YouTube and Google. Just how difficult it is to place video advertising in the right environment is shown by incidents in which advertising videos were integrated into inappropriate, sometimes even image-damaging video content.
Far greater, however, is the damage caused by Video Ad Fraud and Fraudulent Traffic, as revealed by a Google study from last year. Above all, the fraudulent sale of fake video inventory as well as the sale on above-average number of fake online marketplaces, buyers beware of available video inventory that does not exist.
According to the study, the sold video ad impressions should be 57 times higher than actually available for sale at all. Although video ad fraud losses are lower in the German market thanks to the widespread adoption of Ads.txt, this does not solve the problem of missing video inventory.
Courage for new formats and new channels pays off
To take full advantage of Programmatic and successfully place online video campaigns, advertisers should rethink their advertising channel and ad format. There are four alternatives to advertise via the video inventory.
Outstream video ads instead of pre-roll commercials
While pre-, mid-, or post-roll advertisements, such as classic commercials, are integrated within video content, out-of-home videos can be directly integrated on all websites. So in the areas in which the banner advertising is played.
As well as being limited to publisher sites that also offer video content, video ad serving can appear in any editorial premium context, eliminating the need for publishers and advertisers to rely on video inventory.
To avoid brand safety traps, it’s best to stay within secure publisher networks. There are already vendors who guarantee that the video content is only aired by premium publishers who are subject to regular controls.
Advertisers are also already in several solutions different formats for different channels available. Including, for example, especially for mobile to reach different target groups.
Programmatic Digital Out of Home – automate digital outdoor advertising
Outdoor advertising is being digitized more and more, so video advertising can now be targeted in public spaces as well. According to a panel study by market researcher MediaAnalyzer, digital out-of-home (DOOH) billboards receive a third more attention than their non-digital counterparts.
Viewers can better remember what they are seeing and digital advertising is perceived as more attractive and original than static display advertising.
Campaigns are played on the digital advertising space in the cities in a fully automatic manner, whereby factors such as day of the week, time of day, frequency, maximum budget and context can be defined. Even real-time reporting is possible, so campaigns can be adjusted quickly and easily.
Using smart TVs as a direct advertising platform – OTT and CTV formats
Nearly half of German households are equipped with smart TVs, according to a recent gfu study (Gesellschaft für Unterhaltungselektronik) and about 61 percent of them are connected to the Internet.
Thus, for advertisers also Smart TV offerings such as own media libraries and portals as well as video-on-demand services have established themselves as lucrative advertising platforms.
Here, video advertising can be targeted and directly recorded. Another advantage: users like to stream TV content on mobile devices, so they can reach the advertising messages on the go.
Instagram, Snapchat & Co. – here you can reach young target groups
Instagram is the fastest growing social media platform, Facebook has the world’s most video ads, and with more than two-thirds users under the age of 25, Snapchat has the most recent user base. All this should be the focus of advertisers and their video advertising on social networks.
If the companies also use out-of-home videos, then the advertising videos are displayed to the users in the newsfeed and the advertisers also reach their target group independently of the video ad inventory.
Formats such as live streams and stories also allow great creative freedom. The two functions, which are now available on all relevant social media, are also available to companies for their advertising messages.
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Conclusion: Advertisers do not have to despair of the scarcity of video inventory
Video content has become an indispensable part of online media consumption, making it an important and effective tool for companies to build brands and their stories, to strengthen their brand identity and to establish customer relationships. The program includes mini-clips in social media, short videos on video platforms and movies and series in streaming services.
The four alternatives show that overall, advertisers do not have to despair of the scarcity of video inventory. Strategies such as the targeted use of out-of-home videos and the extension to smart TV offerings, digital out-of-home advertising space and a meaningful placement on social media make them independent of tight video inventory.
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About the Author: Over the past 15 years, Jörg Schneider has expanded his expertise in the digital marketing industry with Lycos, Hi-Media and Undertone. He is currently Head of Global Sales at JustPremium. He designed and conducted numerous advertising campaigns and was responsible for the strategic cooperation with media agencies, brands and media companies.
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