Video advertising:

1
Video advertising the display ad of the future

• Display is a long way from dead. In fact, new
  technology is making it possible for traditional
  display to be more beautiful and engaging than
  ever with the introduction of hyper-targeted
  video.
• Content Takeover Display Advertising
• Display isnt dead, but video could very well be
  its second coming.

2

• For the past few years, it seems that once a
  month, some big news outlet declares the banner
  ad dead and celebrates some new method in its
  place, but the truth is, display advertising
  remains alive and well.
• As a matter of fact, U.S. retailers will have
  spent nearly 25 percent of their budgets - an
  estimated 27.05 billion - on digital display
  this year, and a big portion of that budget will
  go to hyper-targeted video display, the ad
  industrys newest weapon in the war against
  banner blindness.

3

• In the past, display ads have gotten a bad
  reputation as Internet clutter according to
  David Miller, vice president of product
  management at AOL, but video display is helping
  to dispel that image by adding value to the
  banner experience.
• What were seeing is advertisers infusing
  traditional banner ad placements with more
  utility for the user, and that is where video and
  display can certainly work together to create a
  more relevant user experience, says Miller.

4

• Display ads have a bad rap because they are
  often seen as cluttering the user experience, are
  irrelevant to the user, or are simply not seen.
  But by unifying the data and having a singular
  view of people across the various screens they
  consume media on, video display advertising has a
  greater opportunity to align with the marketing
  tactics in place, he adds.

5

• video-banner-ad
• The technology that allows display advertisers to
  realize that singular view is the
  much-anticipated adoption of HTML5 over Flash,
  which improves cross-device deliverabilty by 50
  percent and allows for more engaging creative,
  such as fast-loading video overlaid with
  hyper-targeted text, according to Mihael Mikek,
  founder and chief executive of Celtra, a
  programmatic creative technology company.
• Were seeing the convergence of display and
  video with HTML5 taking over as the main standard
  that everyone will be using in the future, Mikek
  says. On mobile you need a tech that loads
  extremely fast. Nobody tolerates anything that
  buffers, so that moment when you scroll through
  the page and see an ad that instantly plays, it
  needs to feel extremely native.
• And many brands are pairing instant video display
  ads with more interactive elements to create even
  better engagement.

6

• What were seeing is advertisers infusing
  traditional banner ad placements with more
  utility for the user, and that is where video and
  display can certainly work together to create a
  more relevant user experience, Miller says.
• This can include much more information about
  products through various additional pieces of
  multimedia, like a slideshow gallery as well as a
  video, notes Miller, adding that he's seen these
  more robust types of display ads double the
  engagement rate as opposed to traditional spots.

7

• nytimes-banner
• The rise of programmatic display also offers
  greater testing opportunities. Whereas in the
  past, advertisers would have to painstakingly
  test different creative over months, HTML5 breaks
  the elements of an ad apart, so advertisers can
  test nearly limitless variations of ads very
  quickly. This makes it possible to serve up
  better-targeted video display ads than ever
  before, which makes consumers more likely to
  engage, according to Michael Lampert, senior vice
  president of New York Media and Account
  Management for 360i.
• With the increased level of data gathering,
  consumers continue to say that they expect and
  actually like advertising as long as its
  relevant to them and provides content and
  information they seek, says Lampert. Its about
  individuals, not impressions and the strategy
  needs to align with that. Give consumers what
  they want and they will engage.

8

• And one of those strategies is using programmatic
  technology to overlay video with other elements,
  such as text, slideshow, and other targeted,
  personalized messaging to make display not just
  beautiful but utilitarian, and more personal than
  ever before.
• cat-girl-youtube-personalization
• The only way to really achieve personalization
  on mass scale is with programmatic creative,
  says Mikek. Video ads can be dynamic based on
  any number of different data core signals. For
  example, depending on the audience data for each
  specific user we can have different calls to
  action for audience members in different parts of
  the purchase funnel. Videos can be longer or
  shorter, depending on the platform, we can even
  use location and date to be fully dynamic for
  each user.

9

• As better technology improves the way we buy,
  test and create media, the possibilities breathe
  new life into display, with video both
  personalizing and beautifying banners.
• Display is certainly not dead, says Lampert.
  It is just changing its delivery mechanism based
  on consumption, environment and targeting based
  on the use of more data". And increases in video
  are absolutely at the forefront.