A recent Digiday article compared the online video advertising industry to the “Wild West,” citing questionable online video practices from networks and “rogue publishers” and how agencies are risking their clients’ reputations by buying ad inventory on sites they’ve never visited.
For the most accurate campaigns, advertisers should use in-stream video targeting. Media buyers need to see what is within the video and go far beyond the text and static images around the video to be able to effectively identify and classify within the video itself. Knowing where all the ads are running eliminates the threat of potential damage to the brand from inadvertently advertising on inappropriate content. In-stream video targeting also exposes previously unclassified content as premium content, which saves money.
Advertisers should leverage existing investments in their media partners for maximum campaign scale. Start with a catalyst, which in this case is an existing traditional media buy (online and broadcast, if applicable). Media buyers should determine where they are already advertising to enhance their brand. Next, extend the targeting criteria to video by specifying key attributes within the existing media buy. What are the programs and/or themes the brand is already aligning with? Are there any specific actors, objects or products within the content that the brand wants to identify?
An online video ad campaign cannot be considered successful without measuring effectiveness. Brands want proof that the targeting method works before committing to future campaigns. Fortunately, several measurement options exist, including viewer engagement, video ad completion rates, the ability to track where the ads run and audience demographics, among others. Using these measurement options, advertisers can be sure their campaigns are running according to plan and can rework their targeting options mid-campaign if necessary to get back on track.
Mike Sullivan is CEO of Affine, a contextual ad targeting platform for online video.
More in Media
![](https://digiday.com/wp-content/uploads/sites/3/2023/11/groupm-sandbox-digiday.jpeg?w=439&h=277&crop=1)
Media Briefing: Publishers reassess Privacy Sandbox plans following Google’s cookie deprecation reversal
Google’s announcement on Monday to reverse its plans to fully deprecate third-party cookies from its Chrome browser seems to have, in turn, reversed some publishers’ stances on the Privacy Sandbox.
![](https://digiday.com/wp-content/uploads/sites/3/2023/11/Google_cookie_digiday.jpg?w=439&h=277&crop=1)
Why Google’s cookie deprecation reversal isn’t actually a reprieve for publishers
Publishers are keeping a “business as usual” approach to testing cookieless alternatives despite Google’s announcement that it won’t be fully deprecating third-party cookies after all.
![](https://digiday.com/wp-content/uploads/sites/3/2024/05/privacy-computer-digiday.jpg?w=439&h=277&crop=1)
Immediate deepens CMP strategy, slashes ad tech partnerships for sharper data governance
Consent management platforms at Immediate aren’t just about ticking boxes for data laws.