Four Scary Things to Avoid in Your Next Video Ad Campaign
By Sandy Drayton |
Halloween is nearly here, the time of year when ghosts and goblins come out to play. This annual trick or treat celebration is typically just fun and games, but for video advertisers it’s good reminder that there may be unexpected skeletons lurking in the closet of their video ad process. With so much money now riding on video campaigns, it’s important for advertisers to watch out for these four scary obstacles, all of which have the potential to throw their next campaign off track:
Ensuring high-quality video assets
Most in the industry would agree that advertising is a reflection of our client’s brands, and as such, it’s important it always looks its best. But if a campaign uses poor quality video, it’s easy for the creative experience to get interrupted. Not to mention that grainy and pixelated ads give the wrong impression to clients and customers. Make sure to work with an ad serving partner who’s equipped to handle the complexities of transcoding creative for different formats and placements.
Keeping track of video talent
Managing talent payments in the era of TV was a straightforward task. But it’s become much more complicated in the digital era now that video is easily shared and embedded all over the web. And despite the fact advertisers don’t always know where their video campaigns have been shared (like on social media, for example) they’re still responsible for the talent payments wherever those ads play. Extreme Reach’s TRUST Tag™ solves that thorny problem by seamlessly monitoring creative placements as they spread across the web.
Setting the right video campaign standards
There’s an incredible range of video campaign metrics available to advertisers today, ranging from impressions to viewability to click-through rate to average view time. Deciding which of these standards gives the best insight into campaign performance can be difficult. This is not only because different advertising platforms give different metrics, but also because industry stakeholders often disagree about which metrics are best. Make sure you’ve aligned your campaign goals (acquiring customers or driving website visits, for example) with your video goals, be they click-through rate, view time or brand lift, for example.
Watching out for fraud and non-human traffic
Perhaps the scariest challenge of all is that not all video campaign metrics are what they appear to be. That’s because the ad industry faces a moment where ad campaign views can be “faked” by non-human robots that artificially inflate performance numbers. Make sure to work with a good video partner that can monitor for this type of non-human traffic to minimize your exposure.
Launching a video ad campaign is an exciting event for any brand. Unlike Halloween, advertisers shouldn’t have to prepare themselves for a big scare. Choosing an established video partner and putting the right measures in place in advance will minimize unexpected surprises for every campaign.