Turn have added some interesting new features to the video side of their exchange-based ad platform. Turn say they are now able to predict users who are most likely to: (a) view video ads through to completion; and (b) which users most likely to take action on ads. The company has also just launched ‘video companion capabilities’ (nothing to do with the second/companion screen) that enable buyers to buy display ads on the same page where the video ad is being shown.
Of all the DSPs who started out with display advertising, Turn have been pushing video the most strongly (although video-focused Tubemogul claim to be the largest buyer of video RTB inventory). In a recent non-independent survey of Turn’s customers, more than 96 percent indicated they planned on increasing their online video advertising budgets in the next three-to-six months.
Just 62 percent indicated increased brand awareness as their objective for online video advertising, although the relatively low number might be attributed to the fact that display buyers using DSPs tend to be more performance-focused.
Turn’s Customers Looking at Clicks
Worryingly, Turn say that 60 percent of their customers said they measure the effectiveness of online video campaigns with ‘click through metrics’. While clicks are of course worthy of some consideration and represent some level of engagement, research from Comscore suggests that even with display advertising having your seen and/or hovered over is more valuable to an advertiser than when it is clicked.
Yet the click-worship continues. That’s not to say video might have a role to play in performance. For example, there are some innovative video formats suited to performance advertisers, such as Brainient’s Brainads, which might be useful for a performance/brand hybrid campaign. But the real value lies in what video can deliver for brand marketers. And with the use of data and the various targeting features on offer to video advertisers, even smaller advertisers can use video to build brands on a smaller scale.
As we’re so often reminded, the global TV industry is going to be worth approximately $163 billion this year. And there isn’t a single click in sight. Yet, year after year, the world’s largest brands continue to invest more in that channel more than any other. Because it’s simple: sight, sound and motion works.