Marketing Week: Behavioural targeting: plainer sailing to your target destination
The UK is the most advanced programmatic video market in Europe both in terms of revenue and maturity. By 2017, it is predicted that 38.9 per cent of online video revenue will be traded programmatically, up from 9 per cent in 2012, according to research by video ad platform SpotXchange.
Delivering video campaigns programmatically also allows for more relevant targeting, as online florist Serenata Flowers found when it began optimising, targeting and executing video campaigns through digital marketer MediaMath.
The company wanted to leverage the targeting methods used for display campaigns to maximise the impact of its video campaigns.
Founder of Serenata Flowers Peter Ahl says: “We were anxious to have access to enhanced targeting capabilities and gain a stronger understanding of the impact of our video strategies on our audience segments as well as our bottom line.”
The business has been able to allocate display and video spend better and increase customer revenue. Within a month of the video campaign going live, conversions for repeat customers were three times higher compared to display impressions.