The reality of things within the business industry is constantly changing. Video content is currently watched more than ever. Even though video content was mainly used for entertainment purposes, there is a constant rise in this type of content within the business industry. However, video content can be used to extend the growth of brands to higher levels.
According to the analysis done by Hubspot, approximately 54% of consumers wants to see the video content of the business brands that they support. Following the high demand for video content within the business industry, it has triggered the application of programmatic video advertising to reach a broad customer audience and serve consumers what they want.
According to those who responded to the analysis, customers prefer videos since they are good and people are more likely to pay attention than content advertising. Customers tend to skip parts of the audio and written content, thus missing some crucial elements. For a particular business brand to grab the audience’s attention, video offers the bests mechanism.
Let the truth be told; video advertising is currently one of the most popular formats within the digital marketing world. Programmatic video advertising makes it easier for both markets and business brands since it secures a wide market audience and optimizes ad spending.
What is Programmatic Video Advertising?
Many people fail to understand what programmatic video advertising means and how it impacts the advertising process. Programmatic video advertising refers to the practice of utilizing bots to purchase ad space depending on the established prerequisites. The advertiser is responsible for defining their target market, offering access to the ads, and setting a specific budget.
This program utilizes the user data and the aid of real-time bidding to display specific ads that suit the individual customer profile. When dealing with Google PPC ads, the ad that comes with the highest bid emerges as the winner. The entire process occurs during the time when the web page is loading before it opens and displays content.
The process is considered a hyper-effective move since it takes a short time to complete. Note that machines are very effective when communicating with each other, giving you the desired data output, and delivering the ad in front of the ideal person across the target market.
Perfect ad targeting gives you a chance to elevate your conversion rate and lower acquisition costs. This is possible because you only target the right audience that suits your business and those interested in the products and services that you are offering.
Why Programmatic Video Advertising is Useful
Every digital marketer has the dream to ensure that their ads are displayed to the right audience and at the right time. This is exactly what programmatic video advertising offers when you have all the steps executed perfectly. Read on some of the reasons that make programmatic advertising useful in the business world.
Benefits of Programmatic Video
- It is easy to Tweak Campaigns
Creating a programmatic video gives you the freedom to change the content by tweaking various aspects of the campaigns to make the video suit a particular market audience. Besides, it is quick and easy since it does not involve heavy meetings or any form of re-negotiation. You only need to make the respective changes directly, and you can get everything running as expected.
- Reaches a Specific Market Audience
Before the expansion of digital marketing, business brands used to buy ad space from different communication channels such as TV, where their audience is frequently available. This has dramatically changed following the rise of programmatic advertising, which utilizes behavioral data to identify the presence of your data.
Once the system finds the most suitable audience, it displays a perfect video ad that perfectly suits the respective audience. Remember that once the target audience realizes that the ad reciprocates their needs, it becomes easier to elevate your conversion rate since closing deals become easier.
- Offers Quantitative Reporting
With programmatic video advertising, you need to understand that the ad space reports are based on the business data and the communication channel between different machines. When using programmatic video advertising, you are always assured that there is no guesswork in your data values during reporting. Also, you can utilize data to evaluate how successful your ads are and make possible changes to elevate performance.
Things to Worry About When Using Programmatic Video Advertising
Even though programmatic video advertising has multiple added advantages, it is vital to be mindful when utilizing it in your marketing efforts. You need to consider the issues outlined below.
- You Cannot Get 100% Where Your Ads Are Displayed
When using your preferred ad platform, you might not have total control over the platforms where your ads are displayed. This is likely to pose a challenge to the user at some point. The secret to managing such complex situations is to have an ad network that comes with a diverse portfolio to get an excellent opportunity to target your desired market audience effectively.
Remember that an ad network with a diverse portfolio is more likely to have a vast audience, allowing your business to easily target and access its market audience.
- Different Platforms Come with Different Reporting Standards
This is another problem that forces you to leave some of your ad control. You need to conduct detailed research and understand how respective ad network platforms collect and report ad performance data. If you miss out on some concept of how the platform operates, you are likely to analyze the data incorrectly, thus affecting the effectiveness of all your campaigns.
- Ad Fraud
Even though the programmatic platforms optimize the ad budget in the best way possible, the platforms are still vulnerable to fraud cases. Bots can disrupt the system’s normal functioning and increase the price range, resulting in much higher spending than the allocated budget.
It is essential to ensure that your organization is working towards adopting the constant nature of the digital marketing industry. Besides, it is high time to ensure that all the businesses have adopted programmatic video advertising to suit the market demands and secure a better audience for their products and services like PPCexpo.
Paul is an content marketing strategist and serial entrepreneur.