While TV viewership is either flat or in decline, video consumption in Asia and throughout the world is growing at a phenomenal rate. According to Cindy Deng, managing director of Turn Asia-Pacific, 50 per cent of mobile data traffic is coming from video and 30 per cent of video viewing happens on mobile.
In contrast, five years ago, only 5 per cent of the time spent viewing video was on mobile. Driving this is the millennial demographic.
The migration of video content to other platform beyond TV has created opportunities for new creative formats as well as more precise targeting with programmatic technology. But the question still remains on what the best way to use video is.
Chris Actis, regional managing director, [email protected] Asia-Pacific, believes part of the answer is to look at video holistically.
“Don’t look at media or programmatic in a vacuum. All the media play a role in the customer experience lifecycle for the marketer,” said Actis. “Things like YouTube are also a huge search engine and a branding mechanism channel.”
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Going back a few years ago, the early adopters realised that video content was an excellent tool for brand building in comparison to other ad and content formats such as display banners.
“I’ve never been a huge believer in banner ads,” said Gary Milner, director, global digital marketing manager with Lenovo. “I think the best way to build brand is video. There’s no better way to build an emotional connection with the customer, especially now as video is interactive.”
In terms of programmatic, segmenting audiences based on deep insights, “versioning” video content and running control tests, testing first- and third-party data-sets, as well as using a third-party company to monitor video viewability and metrics are among the best practises that all three panellists can agree on when it comes to making the most of programmatic.
Important metrics for video programmatic discussed by the panel included: completion rates, interactivity, expand and collapse rates, ad skip rates, overlays and companion ads.
“The user experience is not just about video but what surrounds the video,” said Actis. “Programmatic has allowed us to do a lot versioning to test different messaging and lengths and then optimise for creative efficacy and achieve the greatest ROI.”
“A very important thing with this approach is to make sure you have all the business units in place to do this kind of testing efficiently and effectively,” he added.
Here are some highlights from the Twitter discussion on #campaignturnlive: