{"id":17621,"date":"2015-06-10T13:13:00","date_gmt":"2015-06-10T13:13:00","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/the-future-of-video-advertising-redefining-value-in-a-data-centric-world\/"},"modified":"2025-02-18T18:03:34","modified_gmt":"2025-02-18T18:03:34","slug":"the-future-of-video-advertising-redefining-value-in-a-data-centric-world","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/the-future-of-video-advertising-redefining-value-in-a-data-centric-world\/","title":{"rendered":"The Future of Video Advertising: Redefining Value in a Data-Centric World"},"content":{"rendered":"<p>A few weeks ago, I had the opportunity to host a panel of five leading ad industry experts to discuss the <a href=\"\/blog\/5-trends-to-expect-from-the-future-of-personalized-video\">future of online video<\/a> advertising at our annual SmartVideo Summit. As we looked at video\u2019s evolving role in a data-centric world, three things stood out:<strong style=\"font-size: inherit;\"><br \/>\n<\/strong><\/p>\n<p><strong style=\"font-size: inherit;\">1. Video Is a Brand and Performance Medium<br \/>\n<\/strong>Historically, marketers have viewed video as a one-to-many branding tactic. However, there has been quite a bit of accelerated change in the past year. We kicked off the panel by discussing this evolution and how video plays in both brand and performance roles.<\/p>\n<p>John Wallace, chief growth officer at MarketShare, said, \u201cEvery form of media plays both roles [brand and performance marketing] to one degree or another; you can\u2019t completely separate the two.\u201d Other panelists agreed that while there might be separate brand and performance teams, each side reaps benefits of the other.<\/p>\n<p>Ralph Robertson, chief revenue officer at VisualIQ, chimed in saying, \u201cAcross all mediums, we\u2019re seeing a convergence across DR (direct response) and brand-based media. It all comes down to the KPIs folks are trying to measure against. If you\u2019re on the brand side of the house, then you don\u2019t really want to get measured on DR-specific metrics, but you still want to understand how your brand is driving final conversion events, both online and offline.\u201d<\/p>\n<p style=\"text-align: left;\"><strong>2. Data Enables Relevant Communication<br \/>\n<\/strong>Many affectionately call 2015 the year of data, as marketers are beginning to aggregate, activate and utilize <a href=\"\/blog\/smartvideo-summit-2015-changing-digital-marketing-landscape-melissa-parrish\">data throughout their marketing mix<\/a>. Across the board, panelists agreed that that the primary purpose of data is to drive better relevance in connection with each customer.<\/p>\n<p>Andrew Winton of Sky said, \u201cIf you know as much about the customer as you can, then you can make the advert hit the spot in terms of what you\u2019re trying to get to that customer. We\u2019ve spent a lot of time building segments in our DMP to drive that relevancy to the customer.&#8221;<\/p>\n<p>Cox Communications\u2019 Mark Lawson added that while\u00a0relevancy impacts both prospective and existing customers, the most significant impact is on the existing customer base. By communicating with relevant messages that highlight the products and services a customer doesn\u2019t currently have and reinforcing the value of products they do have, brands can drive significant additional revenue from existing customers.<\/p>\n<p>Pat Rubin of Dentsu Aegis Network said that relevance can help increase the lifetime value of every customer, but doing so requires a lot of preparation for both the marketer and the agency. The two must align on media, creative, strategy, technology and budget in order to execute in a way that benefits the brand and the customer. \u201cThe end goal is also providing value back to the customer so that every interaction they have with a brand throughout their journey is providing a value exchange back to them,\u201d he said.<\/p>\n<p><strong>3. Measurement and Attribution Are Changing<br \/>\n<\/strong>Last but not least, we talked about how attribution is moving beyond the click. Agencies and marketers are now aligning business strategies with measurement plans to more accurately determine the effectiveness of their strategies. In doing so, Pat Rubin noted, advertising shifts from a cost center to a revenue center, and there is a heavy reliance on technology to measure and quantify the impact of online and offline results.<\/p>\n<p>John Wallace commented that attribution companies are always answering two questions:<\/p>\n<p><strong><em>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u201cHow fast-acting or long-lasting is the media?\u201d<br \/>\n\u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u201cHow much does it move the needle?\u201d<\/em><\/strong><\/p>\n<p>Most brands are looking at creating a more sophisticated form of measurement to understand how media performs across multiple channels and to better understand the customer journey. Using those results, marketers can then optimize programs and reallocate budgets to more effective channels.<\/p>\n<h4>How are your video advertising programs evolving? Join the conversation by leaving a comment below or tweeting me at <a href=\"https:\/\/twitter.com\/mflaharty\">@mflaharty<\/a>.<\/h4>\n<div style=\"text-align: center;\"><span class=\"hs-cta-wrapper\"> <span class=\"hs-cta-node hs-cta-fda93b87-0929-4a77-9863-a2b6909b9dc4\"> <a href=\"\/\/cta-image-cms2.hubspot.com\/cs\/cpi\/?&amp;pg=fda93b87-0929-4a77-9863-a2b6909b9dc4&amp;pid=165863\"><img decoding=\"async\" class=\"hs-cta-img alignleft\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/165863\/fda93b87-0929-4a77-9863-a2b6909b9dc4.png\" alt=\"Sign up for the Be 1-to-1 newsletter\" \/><\/a> <\/span> <\/span><\/div>\n<div style=\"text-align: center;\">\u00a0<\/div>\n<div style=\"text-align: center;\">\u00a0<\/div>\n<p><img loading=\"lazy\" decoding=\"async\" style=\"min-height: 1px!important; width: 1px!important; border-width: 0!important; padding: 0!important; margin: 0!important;\" src=\"http:\/\/track.hubspot.com\/__ptq.gif?a=165863&amp;k=14&amp;r=http%3A%2F%2Finfo.sundaysky.com%2Fblog%2Fthe-future-of-video-advertising-redefining-value-in-a-data-centric-world&amp;bu=http%253A%252F%252Finfo.sundaysky.com%252Fblog&amp;bvt=rss\" alt=\"\" width=\"1\" height=\"1\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A few weeks ago, I had the opportunity to host a panel of five leading ad industry experts to discuss the future of online video advertising at&hellip;<\/p>\n","protected":false},"author":7,"featured_media":19777,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"industry":[],"use_case":[104],"blog-topic":[],"class_list":["post-17621","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","use_case-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with 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