“Real-Time Real Talk” is an ongoing blog series that seeks to clarify the “what”, “why”, and “how” behind ad tech innovations.
In this edition of “Real-Time Real Talk”, we’ll be addressing some FAQs behind programmatic video buying so you can harness the power of – and avoid the confusion surrounding — this engaging marketing channel. To learn more, sign up for today’s webinar “Meet the AppNexperts: 5 Video Buying Strategies to Maximize Your Success in 2016”.
More people are watching online video than ever before. Why is advertising to them such a headache?
Good question. For starters, it can be extremely expensive. Part of this is simply due to supply and demand — video is a very attractive advertising medium, so publishers charge higher ad rates because they know brands will pay a premium for it. But on top of that, many media buyers are getting tagged with unreasonable mark-up fees from the platforms they use to run video campaigns. So instead of being able to use your marketing dollars to, you know, buy media, a huge chunk of your budget may instead be used to pad someone else’s profit margins.
The other big issue is how difficult it can be to integrate video into a multichannel campaign that also runs across mobile and display inventory. In order to make it work, you have to grapple with three different systems to set up your campaign goals, three different workflows to execute the campaigns themselves, and three different reporting interfaces to make sure you’re getting your desired results. Sounds fun, right?
I’ve heard a lot about these “pure play,” video-only platforms. Don’t they make it easy to run multi-channel campaigns?
This is true, but video-only platforms come with a host of other issues that make them unattractive, particularly when it comes to scale.
As the descriptor suggests, pure-play video platforms only see… video impressions. Because of this singular focus, it can be challenging – if not impossible – to build, maintain, and identify large behavioral segments because that requires a large traffic footprint across display and mobile. Additionally, working with a video-only provider can lead to campaigns suffering from a lower cookie match rate, which means you may only be reaching a portion of your intended audience.
And to top it all off, since they have a relatively small number of publishers to pull inventory from, prices wind up being artificially high due to a lack of competition.
What about “walled-gardens” like Facebook or Google? Some of them have pretty big audiences, right?
These platforms do have large audiences, but in order to benefit from their scale, you have to sacrifice control. For instance, if you want to run a video campaign inside a walled garden, you only have one kind of inventory to choose from, regardless of whether you think it’s the one that’s best for your campaign. Lack of control also extends outside the kind of inventory you want to buy; you could experience limited 3rd party ad serving, limited ability to use advertiser DMPs, and limited 3rd party verification.
This lack of control also makes walled gardens very costly. Since there’s only one publisher or network you’re buying from, you have no input on prices beyond deciding whether to take or leave what’s being offered to you. And of course, even without price controls, you’ll still have to pay a hefty fee just to get “behind the wall.”
This all sounds very frustrating. Is it even possible to buy video without driving yourself crazy?
As a matter of fact, it is. AppNexus Video allows you to deliver targeted campaigns to large audiences, without giving up creative control or paying through the nose for service fees or overpriced impressions.
With more than 8,000 servers around the globe, AppNexus Video offers incredible scale that provides 10x-100x audience reach over our “pure-play” competitors. This means that no matter how precisely you’ve defined your target audience, chances are you’ll be able to find enough of those people to meet your delivery goals. The size of our network fosters healthy competition that keeps prices reasonable and gives our business enough scale that we’re able to offer lower service fees than other DSPs. Overall, our customers report that AppNexus Video can save them 20%-30% of their media buy as compared with our competitors.
In contrast to walled gardens and video-only platforms, AppNexus is a truly open platform that allows you to choose between countless creative formats and implement the algorithms you’ve built yourself. We think of these proprietary analytics tools as our clients’ secret sauce, and there’s no reason you should have to throw away this competitive advantage just because you want to work with us.
Finally, our platform combines your video, display, and mobile buys into a single, user-friendly dashboard. A unified workflow also means you can more seamlessly manage frequency capping users across both video and display inventory, all within the same system. This way, you can manage an effective, multichannel campaign without the nightmare of jumping back and forth between nine different interfaces.
That sounds pretty good. Where can I learn more?
We’re glad you think so. AppNexus Video allows you to reach your desired audience at scale — without having to deal with excessive service fees, creative restrictions, or an unmanageable workflow. For more information about our inventory suppliers and how the platform works, you can check out this article by our SVP of Video Technology Eric Hoffert. And if you decide you’d like to get started, you can contact an AppNexus representative here.