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5 tips to effective programmatic video campaign planning

People today are watching more video content than ever before.

Whether short-form or long-form, video is becoming available to an increasing number of people across additional devices from an ever-growing number of sources.

The result is a video ecosystem characterised by increasing convergence and complexity. Advertisers face the challenge of planning video buys across devices, channels, viewing streams and other variables in an integrated fashion that optimises return on investment.

Enter programmatic platforms. Managing such a complicated buy is a process than can only be managed efficiently through the use of automation. To ensure the programmatic pipes are used as effectively as possible, the buyer should take into account the following steps.

1. Define campaign KPIs and success metrics

Video is an immersive, emotive experience for consumers. It should be seen as a brand-building medium, but can also now be a direct response marketing tool. Advertisers need to define video campaign objectives in line with this and set outhow they intend to measure the success of the campaign. Metrics that can be adopted include the viewability of the ad, completion rates of the video and also other engagement metrics.

Consider elements such as whether it’s a reach strategy or engagement strategy, target audience and measurement strategy.

Determine what your ultimate goals are and how you can measure video ROI.

2. Engage demand-side platform (DSP) technology to facilitate the programmatic buy and campaign delivery for Video

Your Video DSP should offer the following:
◦ Deal ID/Programmatic Direct Feature
◦ Access to open exchanges
◦ Bid transparency
◦ Brand safety assurances
◦ Measurement reporting
◦ Integration with recognised ad serving technology

3. Establish preferred video media partners and build relationships

Build relationships with preferred publishers to procure inventory at the right price. A blend of buying styles – open marketplace, private marketplace and programmatic direct – will ensure the buyer gets the most out from a relationship and automation factors.

Ideally, the open and private marketplaces should be used in conjunction to give the advertiser the best mix of exclusive access to premium inventory at guaranteed volumes and cost-effective reach.

Steer clear of video publishers that are unable to verify their brand safety and measures to prevent ad fraud. A third-party ad fraud protection vendor is the safe bet to minimise the risk of running on bot traffic.

4. Video player size and placement

In the video space, size does matter. The bigger the video player, the better chances of getting positive user engagement with your ad. Buyers need to ensure that video placements are above the fold or positioned well to improve viewability rate.

5. Monitor and optimise over time

Constantly monitor how your video advertising is performing. Look at key metrics and ensure that the data you are supplied by your data vendors is what you require to ensure that you are maximising your ROI on a daily basis.

Look at the key metrics and, with the flexibility that your DSPs provide, push inventory into the best performing areas (whether device or channel or publisher). Always aim to achieve more than what you have set out at the start of your video campaign.

Sujen Selva

The author, Sujen Selva, is the Commercial Director, Asia, at SpotXchange. Based in Singapore, Sujen is responsible for leading SpotXchange’s business growth and expansion in Southeast Asia. He is responsible for building strong publisher relationships, helping maximise their multi-screen video selling opportunities and overall customer experience with SpotXchange.
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