Working With Video Ad Networks
Targeted pre-roll ads are now the norm when working with the video ad networks. The majority of buyers still use CTR as their primary success metric, and they can now buy specific demographics/psychographics at the impression level to maximize that CTR. When the buyer has a performance metric that he or she needs to achieve, in-market shopper targeting, BT, keyword targeting and retargeting/de-targeting/conversion tracking are being used. It doesn't matter if you're trying to get in-market car buyers to sign up for a test drive or get a consumer to buy a pizza during specific hours of the day, multiple performance metrics can be achieved due to the advanced targeting options now available.
Pre-roll ads have proven to be the most effective online ad unit for increasing indexes across several branding metrics (awareness, recall, favorability, purchase intent). When run concurrently with TV ads, pre-roll ads have even greater lift across all of the metrics. A recent Nielsen IAG and Microsoft study is one of many released over the past five years that demonstrate the effectiveness of pre-roll advertising.
When working with the networks, transparency is necessary to ensure the client's ads only run on approved sites. Recently, third-party companies have been able to report detailed information on ad placement for each site where the ad is running. When the ad networks include this third-party reporting, the advertiser can run video ads on tens of thousands of sites that have environments advertisers would find appealing.
When selecting a site list, agency folks debate whether they should work with both premium and non-premium sites. Both brand name premium sites and non-premium sites offer a safe environment for reaching the targeted viewer. It is imperative that the network guarantees that the non-premium sites fit in the content category vertical being sold to the buyer.
Media cost efficiencies are also attractive. The video networks can offer lower overall CPMs while protecting each site included in the network. Networks do not sell a short list of sites, nor do they guarantee impression delivery on specific sites. This protects the publishers that work with the networks, and it allows the buyer to dramatically increase audience reach.