Q&A: Cross Device Video Advertising…How, When, Where
A Q&A with Kate O’Loughlin, VP/GM, Media Busines at Tapad
A: As with all advertising, it’s crucial to look at campaigns holistically, focusing on consumers instead of just creative types or devices. With a unified strategy, marketers are able to understand how each tactic of a campaign is affecting end results: brand affinity, in-store visitation, engagement rate etc. Video is no different. It should be seen as one tactic within a broader strategy that looks at reaching the consumer, regardless of the device they’re on or content they’re viewing. In launching video campaigns, creative is a big piece of the puzzle. Different devices offer different capabilities for interaction and elicit different reactions from consumers.
For instance, when I’m sitting on my couch watching television, I expect the TV-commercial experience. I’ve become accustomed to seeing multiple 30-second spots between shows. If I’m clicking through articles on my favorite news site– a very different experience– I’m more receptive to short ads that allow me to quickly get back to my article. The right combination of both approaches gives the best consumer experience and return on ad spend.
The interactivity of the device also makes a big difference in creative approach. A TV ad is a static video, but digital creative allows for more engaging formats. Marketers can now layer rich media components on video ads, which allow users to further engage and discover additional content. Unlike TV ads that talk at customers, cross-screen interactive video talks with your customers.
Q: Why does Tapad consider video across devices an industry game-changer?
A: Honestly, it goes back to advertising basics. Marketers have long understood the value of delivering a certain ad (creative), to a certain demographic (audience), a certain number of times (frequency) via the TV. Video across digital devices changes the game because buyers have control and measurement over those goals — and for the same person.
The digital video market took a long time to take off because marketers questioned moving their coveted TV dollars to an ecosystem that was fragmented across publisher platforms, device types and overlapping audiences. It was an unknown world where the marketer didn’t know who they were really reaching.
Cross-device solutions solve this problem. Marketers now have the ability to implement true frequency capping, regardless of how many devices a consumer is using or how many content sources they’re looking at, including television. Creatively, cross-screen video unlocks an endless array of storytelling possibilities that can be individually customized to consumer interest and expectations. Furthermore — these solutions allow for accurate measurement of campaign impact, something that wasn’t capable with traditional television advertising.
Q: As the fall season approaches, this means TV advertisers will be looking to promote new seasons and new show premieres. Any advice for TV marketers as they explore the benefits of cross-device?
A: A common request from several of our clients was the ability to measure the effectiveness of digital ads on driving people to watch a show (tune-in) on TV. As more and more digital measurement solutions have come to market, this was still a big missing piece. It was possible to measure tune-in on connected-TV content because of data coming from TV apps, but linear TV shows lived in their own mysterious ecosystem and relied on small panels.
There are several companies working to solve for this problem, each using different methods with varying levels of success. Our answer was the launch of TV Pulse, which uses data to link televisions to consumer’s other devices within The Device Graph™. The solution takes data from television hardware manufacturers and allows us to measure when someone sees a digital ad and then watches the content– even at a later date.
These kinds of solutions are a big deal for the industry as they allow marketers to learn how their campaigns are performing and then update their strategy to optimize budget and drive the most people to watch their show.
The tools also excel in the other direction too — connecting the dots for brands that are investing billions in TV dollars. They’ve struggled to measure and understand the effect of their TV spend on driving actions. Today, by unifying TV with other devices, marketers can determine if a TV campaign results in someone taking a digital action such as visiting a website or downloading a mobile app.
Q: What trends do you believe will emerge in the next year in regards to cross-device video advertising?
A: The next big trend is already happening — a focus on higher quality creative. Marketers have spent the past few years thinking about programmatic and the automation of data. They’re now ready to take what they learned and get back to the creative side of the business.
More and more we’re seeing people leverage new creative formats with interactivity inside video units. It’s the same progression that display made years ago– moving away from static banners and into units that capture attention with animation and interactivity. Video units can now do the same thing and advertisers are seeing great results on new KPIs like engagement rate and time spent with ads.
Interactive video coupled with cross-screen technology is opening up exciting new ways for brands to communicate their brand message through sequential messaging and re-targeting off the consumer interaction with a previous interactive video. Think of it as advertising’s version of “choose your own adventure”.
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