Programmatic technologies have changed the way marketers approach digital advertising, and now the latest alteration is underway: Marketers are shifting from the traditional RFP or IO-based campaign model in favor of an “always-on” approach.
You’ve heard of the always on consumer. We now have the always on marketer.
In an RFP or IO-based campaign, marketers run media for a month, a quarter, or any other predesignated period of time. Automation is now allowing marketers to “constantly test, learn and iterate over a longer period of time,” asserted a TubeMogul representative. TubeMogul, a programmatic video ad platform, has released new research detailing the shift and the impact it's having on campaigns.
The always on approach leads to slightly better completion rates, according to TubeMogul’s research. For 15-second pre-roll ads, always on campaigns had a completion rate of 81.5%, compared to 80.7% for shorter campaigns. Similarly, 30-second ads had a completion rate of 73.8% for always on campaigns compared to 72.2% for short campaigns.
The data comes from campaigns that have run on TubeMogul’s platforms over the past year. For the purpose of the report, TubeMogul considered campaigns that ran for over 200 days “always on” and campaigns that ran for 2-90 “short.”
While the difference in completion rate between always on and short campaigns is marginal, TubeMogul found differences elsewhere. Product awareness, for example, was over three times higher in always on campaigns compared to short campaigns, while cost per viewable impression was nearly 87.2% lower.
TubeMogul notes in its report, which can be found here, that “adopting an always on approach does not necessarily mean that advertisers are spreading out their ad spending evenly throughout the year.” It continues: “Seasonality is obviously important to many brands, as is driving up frequency during new product launches.”