Performance Video 101

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Performance Video 101

March 13, 2017

A performance-based strategy will help brands achieve more on YouTube through relevance. YouTube itself validated the performance-based concept when it announced that it was dropping unskippable 30-second ads.

Moving to all skippable ads makes sense for YouTube users, who are long accustomed to being able to choose their content. If they can skip to the content they want to watch, they should also be able to choose the ads they wish to watch. Skippable ads are simply part of the construct of YouTube.

While so many marketers shudder at the concept that their ads will be skipped, we’re here to tell you that giving consumers the choice to watch you or not will improve your campaign metrics.

Herein lies where you can YouTube better than YouTube itself: adopt a performance-based strategy by marrying the large scale of TrueView with precision targeting. This approach enables the marketer to personalize messaging and target campaigns to those viewers that are most relevant to them. If the viewer chooses to watch, they (obviously) deem the message more relevant to their experience. Adding the layer of precision targeting on top of TrueView is how you get results.

The proof is in the pudding. Campaigns exposed to performance-based YouTube ads see a 57% lift in consideration, and 65% boost in brand awareness.*

One mainstay of television advertising that applies to the digital world is that quality content will get viewed. But “quality” isn’t the same as “viral.” Yes, those viral ads certainly deliver for their brand. Brands shouldn’t seek to be breakout YouTube stars. Instead, precision targeting, personalization, localization and messaging that is relevant to the consumer experience will deliver campaign success.

Here are some ideas on how to YouTube better than YouTube with Performance Video:

  1. Localize: Through connecting with consumers in the construct of the real world in which they live, with locations and offers that are locally relevant.
  2. Personalize: Render as many personalized messages you need to in the ad, but do so at scale, making the messaging more relevant.
  3. Optimize: Verify campaign performance with industry metrics from Nielsen DAR and other industry standards

*SOURCE: Sightly performance metrics, 2016

Evolution of TV Measurement, #TheStruggleisReal

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Evolution of TV Measurement, #TheStruggleisReal

March 03, 2017

“Media buyer and seller negotiate inventory price” is a sentence that has about as much charisma as “Dog bites man.” But for those of us in media, we all know #thestruggleisreal. Getting on the same page requires established metrics from which pricing can be developed and performance measured. Seems simple, but it is no easy task in today’s increasingly chaotic media environment.

That’s why we spoke with Gerard Broussard, principal of Pre-Meditated Media. Gerard outlined his thoughts on the need for both a primary and secondary currency to get buyers and sellers on the same page in today’s market. You can listen to his thoughts in full here:

 

 

As Gerard says, “TV is probably trying to reinvent itself to look more like digital…and digital wants to be able to look a little bit more like TV as far as being able to sell the currency that is applied to television.”

Many measurement services are creating this combined “digital and TV” market, such as Nielsen (Total Content Ratings) and comScore and Rentrak (combined digital/video ratings). But, for the time being, media professionals will be “living in the two-platform measurement world” according to Gerard.

Survey research has had a wider audience than usual these past few months, given the blowback on panels and surveying. So we asked Gerard for his thoughts on the evolution of measurement techniques. He feels panels will continue to have a role, given the need for a person’s estimate (versus a household estimate).

“…maybe that will form a primary currency, and all these other measurement devices will form the secondary currency that the buyer and seller can use to negotiate the price and value of the inventory,” he said.