The Best Of Both Worlds: Making Online Video And TV Work Together
Many of my agency colleagues, already knee-deep in planning for 2012, have asked for advice on how to think about online video. What's interesting is that these inquiries are coming from both the digital and broadcast realm, highlighting the sea change that is upon us: the online and offline worlds are truly converging. Video has become the nexus point for this merger, because in-stream video advertising is the primary focus of an audience's attention, much like TV, except with the targeting and interactive capabilities of rich-media display. The next logical step is to ask: How does one plan a video campaign taking into account TV investment and reach?
Think about aggregate GRPs. GRPs (gross rating points) are a divisive subject in the online video world, but despite what the pundits say, the currency of the TV world is not going anywhere anytime soon. This is why it's important to think about GRPs when planning a campaign, with certain caveats.
Consider your buy at total target audience and think about combined reach instead of looking at TV and Digital separately. Understand if you are getting the optimal reach for your target audience by working with video partners and platforms that give you the ability to consider both your video audience and TV audience with an unduplicated reach and frequency. When planning, always be wary of combining multiple datasets from multiple platforms. Pulling differently defined data points from more than one platform can give you a misread on your true reach and frequency.
Understand what you're purchasing. While the lower CPMs of in-banner and in-text video ads can be alluring, both the content and the audience behaviors are drastically different. This is why many publishers aggregate their videos to a separate video page within their portal. Simply put, in-stream is the primary focus of the consumer. Due to banner blindness, in-banner inventory can drastically lose value depending on where it is placed. While it can be an inexpensive and useful means of increasing reach, you tend to get what you pay for.
Capitalize on creative formats that promote engagement. One of the major differences between in-stream video and traditional TV is the abundance of creative formats and interactive capabilities that drive engagement. Use these interactive techniques to enhance that 15- to 30-second spot. Data collected from these interactive capabilities can help you learn what audiences engage with -- and, more importantly, where you might find incremental "earned media." Using this data, apply display thinking to your in-stream campaigns.
Target, measure, & optimize. Use the tools of the Web to your advantage. Target, measure and optimize your buys according to your campaign objectives utilizing real-time data. Focus your targeting on in-stream video. Use retargeting as a complementary overlay to the stream, but always remember that content and context drive consumer engagement. Behaviors can differ drastically from in-page to in-stream.
During your campaign, measure and optimize repeatedly. Make use of the various metrics and measuring tools including more advanced tools, such as in-stream surveys. Additionally, you should learn which audiences are engaging with your creative and those who are not, but be wary of placing too much significance on display metrics like CTR. Video is still primarily a branding vehicle, so invest more heavily where you see brand lift.
Respect the new medium. The most important aspect to remember when planning an in-stream campaign is that online video is neither simply an extension of TV nor Display. It is its own unique medium that deserves to be respected, studied and understood. Take note of the subtle and overt differences when you plan and use all of its capabilities to make your campaign truly succeed.
Recent Video Insider Articles
-
Get Out Of The Office! (Your Creativity Depends On It) May 23, 7:48 a.m.
Summer is nigh. And, no doubt, too many creative types have been stuck indoors letting their ...
-
The Producer/Publisher Roadblock Is Leaving Billions of Dollars of Video Ad Revenue On the Table May 21, 12:33 p.m.
At last week’s OMMA Video in New York City, I sat and watched a handful of ...
-
Building A Story Online That Translates Across Platforms May 18, 12:49 p.m.
As more and more content becomes available on-demand and “everywhere” through TV, online and mobile platforms, ...
-
Why You Should Invite The Digital Guys To Your Upfront May 16, 8:21 a.m.
Many of the conversations about the digital content newfronts and the television upfronts have been framed ...
-
Content's Never Been a Profit Center, So Why Should It Be Any Different Online? May 14, 11:59 a.m.
Content and marketing are connected at the hip. Content amplifies marketing, and marketing fuels content. Increasingly ...
-
No Wonder We're Stressed: Everyone in Hollywood Has the Same Job! May 10, 10:33 a.m.
“I’ve always felt that everybody in Hollywood has exactly the same job,” executive (and former UPN ...
-
Long- And Short-Form Videos: Complementary Pieces In Ad Strategy Puzzle May 9, 4:19 p.m.
The market for online video ads has never been hotter. According to comScore, 156 million ...
-
What Revision3's Sale Means for the Online Video Industry May 7, 12:24 p.m.
In the mid-2000s, Kevin Rose helped launch two companies, Digg and Revision3, with the former being ...
-
If The Web Helps TV Advertising, What Will Help Online Video Ads? Better Programming April 30, 11:42 a.m.
While new-media/technology business plans and elevator pitches have forever salivated about how television was a $70 ...
-
Permutations Of A Billion-Dollar Mobile App April 27, 2:36 p.m.
When you look at the 21st century, a long time after early innovations appeared like the ...
Be the first to comment on "The Best Of Both Worlds: Making Online Video And TV Work Together"
Leave a Comment
You must be a member to comment. Become a Member