The video advertising market is growing rapidly today, and there are many new opportunities for advertisers. According to a report by eMarketer, the digital video advertising industry in the US is expected to grow by more than 10% between 2018 and 2021, eventually becoming a market worth more than 2.2 trillion yen.
To keep up with the digital advertising world, we’ve written some tips and points to consider below.
## Create a strategy
When creating a strategy for video advertising, keep the following steps in mind.
– __Know your audience:__ In order to acquire and engage with your audience, you need to find out their interests, location, and the type of device they use.
– Create engaging video content: Viewers will only watch your ad for 15 to 30 seconds, so it’s important to choose content that will grab their attention.
– Build a reliable ad operations team: Whether your ad operations team is in-house or outsourced, make sure you have the right people in place to understand the technical and monetization efforts.
– Choose the right ad server: Choose your ad serving server carefully. The success or failure of your advertising strategy will depend on the server you choose. There are various options available, including Google Ad Manager, FreeWheel, SpotX and SpringServe. When choosing a server, consider the revenue model, support, ease of use and unique features.
– __Consider direct sales and programmatic advertising:__ Most advertisers use a combination of direct sales and programmatic advertising, but you need to compare which is more effective.
## Three tips for better video ads
– __In video ads, viewability is a critical metric. Advertisers evaluate the effectiveness of their ads based on viewability metrics such as MOAT and IAS. For example, the Media Rating Council (MRC) standard requires that at least 60% of the ad be displayed on the screen for two seconds. For example, if you stop the player from playing when the ad is not displayed on the screen, or if you make the player “follow” (float) when the viewer scrolls the screen, the viewability will improve.
– __Understand the platforms of your viewers and be aware of the environment and limitations of each. For example, if the video is played on a PC but cannot be played on a mobile device, you will need to take action.
– __It is important to understand the causes of common video advertising problems and how to deal with them. __ For example, Error 303 means that an empty VAST response was returned. This is a common error and is usually due to changes in site operations. In this case, the advertiser needs to double-check that DFP fallback and passback are set up.
