Video convergence is a hot topic with many marketers asking about clearer definitions for video channels, how to measure and how to best integrate.
Video convergence is activating ad campaigns across TV and Digital media together. While this is already occurring to some extent, the next evolution is to look at video as one platform, inclusive of TV and Digital, not TV or Digital.
At this time, two critical differences between TV and Digital exist:
- There are deeper metrics with Digital than traditional TV: Digital can not only report against delivery metrics like CPM and Impressions , but also many other engagement KPIs (completion rate, clicks, site traffic, revenue/ROI, etc.).
- The user experience can vary significantly depending on the viewing environment: a hi-def spot on a 60” TV is a vastly different experience than a thumbnail sized video auto-playing on a website below the fold.
How do we make convergence a reality?
1) Transparency/Accountability/Automation: Automate buys to leverage efficiency while freeing up time to think about large-scale custom executions. Hold partners accountable for their inventory (high quality, viewable). Ensure measurable results.
2) Fully Integrated Programmatic Ecosystem: Evolve meta DSPs (Demand Side Platforms) to tap into increasingly diverse inventory sources (addressable TV, digital video DSPs, etc.), creating a marketplace powered by technology.
3) Data and Optimization Loop: Continually optimize buys in real-time based on results.
Knowing that the industry overall is still a few years from a fully programmatic solution, some short-term adjustments include:
- Integrate and cross-train video investment groups.
– Teams need to speak to each other and processes cannot operate in a vacuum. Everyone should use the same language to deliver more integrated and effective campaigns.
- Don’t treat humans like robots by serving the same message across all screens.
– Repurposing a TV ad on digital platforms adds reach, but does not guarantee ad effectiveness. Dynamic content creation and progressive storytelling drives deeper engagement and results.
– While Mobile becomes the first screen, the :30 is still the first creative developed. Think about how each platform provides value to the consumer and develop CTAs that are appropriate to user experience.
- Hold partners accountable for their inventory.
– Digital IOs should include language that mandates minimum player sizes, no repurposed in-banner video and viewability guarantees.
- All campaigns should be monitored on an ongoing basis to ensure compliance
– Implement ad verification partners (ex. Double Verify, Integral Ad Science) to monitor and block ads from appearing in environments not deemed brand safe.
– Switch video ad serving tags over to VPAID (Video Player Ad Interface Definition), for a greater level of reporting detail (completion rate, user interaction metrics, etc.) than the current standard, VAST (Video Ad Serving Template) tags.
BPN’s CSO of North America, Chris Hiland, discusses video convergence with Beet.TV. Watch here: Passion, Entertainment, Education Key To Brand Video: BPN’s Hiland