Benefits of Programmatic Video Advertising
Programmatic video brings with it all of the great targeting capabilities that we see with display, but with the added benefits of sight, sound, motion, and emotion. Marketers can create campaigns that reach an audience with multiple tactics, and serve that audience compelling video creative within an online environment.
Setbacks of Programmatic Video Advertising
While video ads are great for building a brand among a targeted audience, relying on a video campaign as a direct source of paid traffic is not recommended. Users are not likely to click through on a video ad. Instead, they typically will do an independent search after seeing relevant video creative multiple times.
Summary of Programmatic Video Advertising
Looking at programmatic video advertising, it's essentially a wash when compared to display advertising with a cost in about the 3 out of 5 and the impact a 3 out of 5. If your "impact" is connected to click and direct conversion metrics, then a video tactic may seem low but if you consider the value of the view and the branding impression it makes - the impact is quite high for Video advertising.
Programmatic OTT Advertising:
Similar to other programmatic offerings and very closely related to Programmatic Video (you could even look at it as a subset of video advertising that hits "large screens"), OTT is a programmatic tactic that pushes on traditional TV advertising. Gone are the limitations that come from Linear TV advertising, Programmatic OTT can target down to zip codes,
Benefits of Programmatic OTT Advertising
OTT, or over-the-top, offers advertisers a brand new way to reach consumers with high-impact video creative. Much of that impact comes from the fact that many OTT placements occur on the big screen in homes, a destination formerly only reachable with traditional media. Secondarily, many OTT ads are non-skippable and in order to exit the ad, the viewer must leave whatever content that they are watching. this is especially attractive when you consider that most OTT content is long form (20+min).
Shortfalls of Programmatic OTT:
While OTT platforms provide a great way to deliver high quality video impressions, you don't always have the same targeting tactics available to you as with other types of programmatic media. This can differ from platform to platform. Additionally, the costs associated with OTT can be a barrier to entry, not only are the impressions sold at a premium, OTT typically calls for creative elements with higher production values.
Summary of Programmatic OTT:
Considering the targeting and placement of OTT advertising, it is relatively high impact. We place it on a 4 out of a 5 point scale for viewing impact - similar to that of standard programmatic video but a step ahead due to the nature of a large screen, long format ad. Likewise, due to the cost of targeting and limited inventory, programmatic OTT ranges on the higher end of the cost spectrum as well, roughly a 5 out of 5 as well.
All Advertising Tactics Are Not Equal
Despite the favoritism that some may place towards specific advertising tactics or platforms, all advertising tactics not equal. The favoritism that some show towards tactics are based on past successes, but those are generally situation, industry relevant or just personal preference - it does not mean it will work for everyone, in every industry, at all times. Consider the goals of your advertising campaigns to select the tactics to be used. Some will support branding better, where others will drive direct-response. Some messages work better with social, where others need to be in video or display. Sometimes one supports the other. What most companies need is a "
marketing chef" to mix the ingredients right! Use the image below for your next recipe:
