In today’s quickly moving and still-growing world of digital video advertising, Marketers are faced with difficult trade-offs when it comes to inventory selection. Given a set budget, should they buy fewer impressions on higher-priced premium inventory, or should they buy more impressions on lower-cost, long-tail inventory? The allure of premium or full-episode player (FEP) placements is strong, but is it worth the cost markup?
In this blog, which originally ran in AdExchanger, Videology Founder & CEO, Scott Ferber, discusses the importance of bringing data to the entire marketing funnel – including TV. This piece includes supporting stats based on a December 2017 Advertiser Perceptions study commissioned by Videology.
In our new Q4 2017 TV and Video Market At-A-Glance Report, it was revealed that since 2015, there has been a 175% increase in the amount of ad requests for Connected TV in the Videology platform. This isn't surprising to the many Advertisers already employing advanced data strategies to drive greater results in their linear TV advertising.
The Future TV Advertising Forum has finished and once again we saw the great and good from global TV businesses gather to discuss the current landscape. Over the two days we heard presentations and discussions from broadcasters, agencies, clients and tech companies. For simplicity I can summarise the key themes under 3 c’s.
Digital advertising is exploding across screens. The associated growth of digital attribution models used to measure performance has led to the idea that linear TV advertising is not as effective as it once was. However, TV IS still driving sales.
Last week, Videology held a breakfast panel in Toronto to answer the question—Connected TV: Best of Both Worlds, or Caught in the Middle?” The answer suggested a bit of both.
More often than not, the rush to the shiny and the new can have the less favourable effect of making things too complex. With marketing plans supporting a more diverse array of roles, fulfilled by ever more partners, it’s easy to fall for yet another ‘cool’ new idea or initiative claiming to lead to growth when its presented under the guise of bravery.
Taking decisions to strip out all that complexity took bravery.
From the news around the work Videology is doing with Fox, to our Q3 2017 Canada Video At-A-Glance report, to Beet Retreat Miami - the Videology street is buzzing with excitement this week!
Read on to hear what we've been up to this week...