How can programmatic video advertising improve your online advertising strategy?

1 What is programmatic video advertising?

Programmatic video advertising is the process of buying and selling video ad inventory through automated platforms, such as demand-side platforms (DSPs), supply-side platforms (SSPs), and ad exchanges. Programmatic video advertising uses data and algorithms to match the right ad with the right viewer, at the right time, and on the right device. Programmatic video advertising can be used for various formats, such as in-stream, out-stream, or interactive video ads.

2 Why use programmatic video advertising?

Programmatic video advertising can significantly benefit your online advertising strategy, from increasing your reach and engagement to optimizing your ad spend and performance. It can access a large and diverse pool of video inventory across multiple channels, such as websites, apps, social media, or connected TV. This can help you reach more potential customers and capture the attention of viewers with compelling and relevant video ads. Programmatic video advertising can also help you bid on the most valuable impressions for your goals, based on real-time data and insights. This can help you avoid wasting your ad budget on low-quality or irrelevant inventory, and maximize your return on ad spend (ROAS). Additionally, it can help you track and measure your campaign performance, such as impressions, views, clicks, conversions, or brand lift. Furthermore, it can create and deliver more personalized and interactive video ads based on the data and preferences of your audience. This can help you improve your brand awareness, loyalty, and differentiation. Finally, programmatic video advertising can help you to adjust and optimize your campaign in real time based on the feedback and results you receive.

3 How to use programmatic video advertising effectively?

Programmatic video advertising can be a powerful tool for your online advertising strategy, but it requires careful planning and following best practices to maximize success. Start by defining your goals and KPIs. What do you want to achieve? How will you measure it? Look into the platforms and partners available to meet your needs and objectives. Consider what type of service you want, such as a DSP, SSP, or hybrid model. Segment and target your audience based on data and insights you have. You can use demographic, geographic, behavioral, or contextual data to create audience segments. And use dynamic creative optimization (DCO) to tailor video ads to each segment. Lastly, test and optimize your campaign regularly based on the data and feedback you receive. Try A/B testing different versions of your video ads or programmatic optimization to adjust bidding, frequency, or placement strategies.

4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?