How Measurement and Performance Hold Back Online Advertising
Online video advertising has some serious hurdles to overcome if it's going to attract TV dollars, says one forecasting expert.
Online video advertising has a long way to go before it's seen as an equal to television, and there are two main reasons for that, says Keith Camoosa, managing director for research and analytics at forecast and insight firm Magna Global. Responding to a question about online video advertising hurdles during the recent Streaming Media West conference, he said the biggest were measurement and performance.
"There's two hurdles. The first is measurement. There's not great measurement for digital streaming media across the board. So, for example, tablets -- there is no measurement. The first block is having reliable, repeatable measurement that allows us to plan against an audience across device and the second is performance," Camoosa said. "So the first is measurement meaning can we target the right people, put ads in front of them the right number of times. The second piece is performance meaning do the ads work there on a relative basis, do they work as well or better that traditional TV, and, if so, then we can shift dollars."
Online viewers are often inundated with ads -- the same ad repeated many times during one program. That's a bad situation for both the advertiser and the viewer.
"There's an infinite amount of inventory available -- inventory is a page load -- but there's a finite number of people behind that inventory. Often, because of where the industry is at, ad campaigns will build excessive frequency meaning we're reaching a small number of people a whole lot of times. This is a major problem right now with streaming media," Camoosa said. "The solution is to frequency cap, but the notion of frequency capping across platform, across device, is pretty complicated for a whole number of reasons."
Too many repeated ads can actually turn a buyer against a product, noted panelist Eric Mathewson, founder and CEO of WideOrbit.
Scroll down to watch the full panel discussion.
Matching Up Streaming Video Metrics With Traditional TV Ad Buys
Advertising in digital video has the opportunity to marry the power of the sight, sound, and motion of TV with the analytic and targeting capabilities of digital ads. For practical reasons, many marketers want to utilize their high production TV spots and want to understand how to make these effective across digital platforms. Multiple data vendors are now providing guidance with their data points that allow marketers to get a 1+1=3 result of their video efforts. As more and more streaming options are provided, what are the considerations that marketers can look at for analyzing their ROI?
Moderator: Pat Dunbar, President, Founder, DiMAStrategy Group
Speaker: Eric Mathewson, Founder, CEO, WideOrbit
Speaker: Keith Camoosa, Managing Director, Research and Analytics, MAGNA GLOBAL
Speaker: Carol Hinnant, SVP, National Television Sales, Rentrak
The digital revolution and programmatic have already transformed several industries. Now, it's television's turn.
Advertisers will be able to compare online and television video ad effectiveness in real-time with Nielsen OCR data.
A survey commissioned by Videology shows that holistic planning is coming, and that programmatic won't replace buying ads on specific shows.
Video advertising has been experiencing rapid growth. Now, as it begins to mature even further, we're starting to see more powerful video advertising tools and a more cohesive overall picture.
Before major brands will spend some of their TV ad budgets online, they need to feel confident their ads won't appear on content that could hurt the brand's image.