How Marketers can Maximise the Impact of Video Advertising through Programmatic

February 15, 2016 — by Louise Quan0


Building brand awareness through video advertising is more important than ever. But what’s more impactful is when brands combine video content with data-driven insights for their omnichannel campaign – targeting messages to the right consumer. This effectiveness is evident in the fact that European programmatic video advertising revenues are expected to increase by almost 40 percent every year, reaching €2bn by 2020.

In a recent article for The Drum, MediaMath’s Managing Director for EMEA, Dave Reed, explores the growth of video and shares his expertise on how brands can utilise programmatic video when optimising their omnichannel marketing campaigns.

Given that video is a powerful medium for brand awareness and developing consumer relationships, Reed cites how brands need more than just inspiring creative to be effective with their video advertising. He also mentions the success eBay have had with integrating programmatic video into their campaigns, and advises marketers on three key points:

  • Consider how viewability is assessed
  • Embrace the benefits of DSP technology
  • Increase programmatic video knowledge

Read the original article on The Drum