Many agency folks are busy planning 2012. There is a sea change upon us: the online and offline worlds are truly converging. Video is the convergence point for this merger: in-stream video ads are the primary focus of an audience’s attention, much like TV, but with the targeting and interactive capabilities of rich-media display. So how do you plan a video campaign that works across both platforms? Here is some advice on how to capitalize online video.
Aggregate GRPs. Despite what the pundits say GRPs (gross rating points) are the currency of the TV world and are not going away, anytime soon. It is important to think about GRPs when planning a campaign.
Think about combined reach instead of looking at TV and Digital separately. Understand that you can get unduplicated reach and frequency. Always be wary of combining multiple datasets from multiple platforms- break them down! Data points from more than one platform can give you a distorted view of your true reach and frequency.
What are you purchasing? Lower CPMs of in-banner and in-text video ads can be alluring, but the content and the audience behaviors are drastically different. Bottom line: in-stream is the primary focus of the consumer. With banner blindness, in-banner inventory can drastically lose value depending on where it is placed. While it can be an inexpensive and useful means of increasing reach, you tend to get what you pay for.
Promote engagement. The big difference between in-stream video and traditional TV is the plethora of creative formats and capabilities that drive engagement. Use interactive techniques to enhance your 15- to 30-second spot. Collect data to learn what audiences engage with – and where you might find incremental “earned media.” Apply display thinking to your in-stream campaigns.
Target, measure, optimize. Target, measure and optimize your buys utilizing real-time data. Target your in-stream video and use retargeting as a complementary overlay to the stream. Always remember that content and context drive consumer engagement. Behaviors will differ drastically from in-page to in-stream.
During your campaign, continually measure and optimize making sure to use various metrics and measuring tools including more advanced tools including in-stream surveys. Learn which audiences are engaging with your creative and which are not, and make adjustments. Remember though, video is primarily a branding vehicle, so invest where you see brand lift, and not just high CTRs.
Respect the medium. Online video is neither an extension of TV nor Display. It is a unique medium requiring respect, study and understanding. To make your campaign truly succeed, pay attention to subtle and overt differences when planning and using all of its capabilities