Video advertising: 3 Essentials for effective programmatic buying

Video advertising: 3 Essentials for effective programmatic buying

Looking at investing into programmatic buying? Programmatic buying, in its most basic of definitions, involves using an automatic engine for buying and selling ad space in real time. Still confused? Have a read of our guide for more information. Though most marketers would acknowledge programmatic buying as a powerful tool for online digital marketing, there are those who would argue that it is hit and miss, and merely involves buying second-rate inventory and serving ads to an overly broad audience segment. While the performance of a programmatic buying campaign depends on many variables, its rise in popularity has meant that the technology behind programmatic buying has dramatically improved, to the point where it has become arguably one of most targeted means of advertising.

Using Programmatic Buying in Video Advertising

So is it possible to use programmatic buying for your video ads? Video advertising is on the rise, particularly the use of multiple screens. According to a recent report, more than 220 million people in the US are watching videos online, and roughly 40 billion of those videos are ads. In fact, video advertising is only growing, with growth figures set to reach double figures for years to come. While a portion of the spend will be invested into traditional marketing channels like TV, radio and print, a significant shift is currently underway, whereby many advertisers are looking at alternative means of spending their marketing budget. If the predictions are accurate, and video advertising is indeed becoming the most popular method of digital advertising, the technology supporting programmatic buying must improve to accommodate.

To give your video-based programmatic buying campaign the best chance of success, and to see the full potential of buying video ad space programmatically, you should integrate the following techniques into your campaign:

Invest in smarter audience remapping

Targeted audience segmentation can only be achieved when you know your audience. If you’re looking at buying video ad space using programmatic buying technology, you’ll need to use your data to carry out accurate audience mapping that considers factors beyond mere demographics. These factors might include things like consumer behaviours (such as what your target audience is searching or buying), which devices they are using, how close they come to buying your product (i.e. where they drop off in the purchase funnel), and what time of the day your ads receive the most engagement, to name a few.

Look at Performance Optimisation

The capacity to change your bids “on the fly” is hugely important. The ability to adjust your programmatic spend based on the levels of engagement your ads receive is essential, as programmatic buying, by its very nature, involves constant optimization until you find the right balance. Put another way, programmatic buying campaigns need to be constantly updated in response to the big data that it so famously generates.

Optimise to your best-performing segments

How relevant is the message you are conveying? Is it sufficiently targeted to your best-performing segments, or does it need tweaking? Serving different ads to different segments will help communicate your brand’s message in the right light. The relevance of an ad will hinge on a number of factors, including the viewer’s location, the time at which it is viewed, and the interests of the person viewing the ad. Ads need to be dynamic and responsive to boost viewer engagement, and they need to be adjusted and adjustable without spending too much time, money or effort.

Next steps

At Benchmarketing, we ensure all steps are taken to optimize your programmatic video ad buying campaign. By integrating ad personalization with effective audience segmentation, we get the most out of your spend and maximize your ROI. If you are looking at YouTube Advertising using TrueView inventory, or simply need guidance on launching an effective video advertising campaign using programmatic capabilities, get in touch with our expert ad-buyers today on 1300 049 498.

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Shai Luft - Bench Media

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

Ori Gold - Bench Media

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

VP of Growth

Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.