Video
Who is Video ?
She personifies Power Branding – online video campaigns which maximise brand impact, whilst ensuring commercial viability through direct response metrics, and optimisation targets. Her media is bought on an impression-by-impression basis straight from the publisher source on exchanges in real time, ensuring that no media spend is wasted on unnecessary middle layers. With Video’s select site and channel targeting coupled with user data, Video delivers targeted ads to those consumers which are most likely to be engaged by its subject. Reporting back on a rich layer of metrics both for direct response and branding provides the client with unrivalled insight into campaign performance which can help inform strategy of other marketing activity.
What are her powers?
Pre-roll
This video format runs in-stream before video content, and is the premium format for branding campaigns. GDM Digital is able to increase brand and direct impact from by including display banners above or to the side of the streaming video, which clicks through to the website. By providing consumers with a choice of pre-roll adverts, GDM Digital can also help to maximise engagement of consumer with the brand. Pre-roll formats where the consumer can interact with the ad directly by clicking or moving the cursor during the advert, similarly can ensure engagement of user with the brand, impacting on metrics such as ‘brand awareness’ and ‘brand favourability’.
Pre-roll can be delivered across a range of premium sites examples of which include: Youtube, Dailymotion, Metacafe, CNET, CNN, Dailymail, Guardian, Huffingtonpost, & Yahoo. GDM Digital can deliver contextual targeting of video formats by delivering video to site channel categories which correlate well with the target segment:
- Arts & Entertainment
- Automotive
- Beauty & Fitness
- Books & Literature
- Business
- Education
- Family
- Finance
- Food & Drink
- Games
- News
- Lifestyles
In-banner
This medium allows global reach at CPMs comparable with standard display. If the client already has TV advertisements posted on Youtube, GDM Digital is easily able to create banner video advertisements with a few clicks. Repurposed TV adverts work well in this format and can quickly raise direct response metrics at low cost. To increase interaction with the user, GDM Digital is able to offer this format with ‘click to play’ or ‘hover to play’ video start options. The reach of this format is larger than pre-roll since it is able to appear in most of the locations of standard display, allowing for lower CPMs.
Mobile Video
People are consuming more and more media whilst on the move. Mobile video advertising is a growing market, which in the future looks set to take centre stage with the reductions in mobile data costs and network improvements. GDM Digital is able to offer the following types of mobile video formats:
- Mobile browser
- App video
- In-game advertisement
Social Media
Users are spending an increasing amount of time on Facebook games. Statistically these users are the most likely to view videos for a longer period of time, as well as share videos over social networks. By adding incentives such as ‘click to play’ virtual currency awards for watching, we are able to increase the viewings of videos, but also increase the interaction between the consumer and the brand.
Retargeting & Data
GDM Digital generates great direct response metrics from video formats by retargeting users who have visited the client website. If video retargeting is used in conjunction with traditional display this leads to uplift in the performance of both strategies.
We have access to a range of data (hyperlink), both from display campaigns and also from 3rd party data. This can be layered on top of a video strategy, leading to targeted campaigns tailored towards the exact segment of interest for the client product.
Rich Metric Landscape
For video a much richer array of metrics, across both direct response and brand campaigns are available. GDM Digital can report and optimise to a number of direct response metrics including:
- Conversions
- Video completions
- Clicks
- Views
- Play time per view
- Click for audio
- Social shares (Facebook and Twitter)
- Impressions
These metrics not only inform as to how to optimise the current campaign, but when analysed can help provide insight to further digital strategies.
By the use of surveys embedded within or after the video advertisement GDM Digital also able to report on brand metrics such as ‘brand favourability’ and ‘brand recall’. These metrics are tracked in real time, allowing the campaign to be optimised towards brand KPIs. The use of surveys can also be extended to capture other information which could be of interest to the advertiser.
Mission Accomplished
Online ads have significantly better metrics than corresponding TV ads.
This type of advertising performs strongly across all types of video with repurposed TV ads performing just as well as web originals. There is also a significant uplift of TV ad metrics when it is used in conjunction with online ads.
- Maximise brand impact
- Data-led targeting
- Channel or Select Site targeting
- Monitor a wide range of campaign metrics
- Record surveys in real time
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Track and optimise display and video simultaneously
