Thinking about digital ads? So are we. This is an important place to channel your efforts in 2018, and that includes protecting yourself against fraud and learning how much video ads drive your bottom line.
The State of Digital Video Advertising
According to the latest YouAppi CMO Mobile Marketing Guide, video is the leading opportunity for marketers in 2018. Eighty-five percent plan to increase video investments this year, which is a 10 percent increase over last year.
For advertising specifically, video is also on the rise. Forty-five percent of marketers asked by YouAppi reported using, or planning to use, brand video advertising in 2018. Video is also growing in popularity for social media, apps and the mobile web.
Video advertising and its future don’t come without concerns, however. Participants reported that fraud and measurement are the main challenges they’re facing at the moment. For example, nearly half of advertisers are worried about fraud on the ad networks delivering their videos. On top of that, effectively measuring the impact of video ad investment is not easy. Both of these concerns have grown since 2017.
Other growing video advertising concerns include whether or not people actually watch the videos, balancing user privacy with marketing goals and trust in tracking and reporting. On the upside, targeting is less of a concern for video advertisers than it was in 2017.
As marketers increase investments in video overall, advertisers must stay alert to these challenges, and the potential solutions that can keep them in check.
In reporting on the YouAppi findings, eMarketer provides its own estimates for video viewing habits in the years to come. Video viewing has increased year-over-year, but that growth is slowing down. Still, almost 229 million people are expected to watch videos this year in the United States, and that number is expected to approach 250 million by 2022.
In the last months of 2017, Digiday published a couple pieces on the top concern as we move into an era of video saturation: ad fraud.
In the first article, they discussed how old fraud tactics still work despite current efforts to suppress them. They also cite the fact that video ad fraud is twice as common as display ad fraud, and how fraudsters manage to steal video-level dollars on cheaper display ads.
In the second article, Digiday goes in to more detail about video ad fraud. Just as marketers and advertisers turn to video more often, so do fraudsters. In fact, they actually become a form of competition for legit advertisers, selling bot traffic at reduced costs. The result is that some advertisers and buyers prefer a private market over an open exchange.
Prepare Your Video Ads for 2018: Challenges and ROI
We’ve spent a lot of time talking about video advertising at SearchForce. Let’s take a look to see how you can create great video advertisements, protect them from ad fraud and ensure they’re working for your bottom line.
In September, we learned that teens (Generation Z), have little patience for ads on YouTube. They seem to have more tolerance of ads on Instagram and Snapchat, but since YouTube is the overall preferred social network, advertisers ought to pay attention to teens’ ideals for the platform. The right approach can go a long way toward acceptance in the long run.
In October, we explored the State of Video Ad Viewability, which was about ads not only being served, but actually being seen. Once again, YouTube is the place to be when it comes to actual eyes on your video ads, and Google offers tools for measuring how viewable your ads are on the platform.
Very recently we talked about the wide use of ad blockers among Millennials, as well as their willingness to pay for particular content. The major takeaway for video advertisers: Video and music streaming and downloading platforms are where Millennials pay for content, and where they’re more open to relevant advertising. Pay attention to trends and relationship building in these spaces.
Video Ad Fraud
Last fall we discussed the need for increased attention to digital ad fraud. The automated process of buying and selling video ads in real time is especially vulnerable to fraud, and leads to wasted spend and effort on the part of advertisers.
Last year, we discussed ad return on investment (ROI) for auto brands, and presented video ads as a sure-fire way to reach consumers early in their journey. YouTube is the place to try this, especially if you want to connect with Gen Xers and Millennials.
Finally, in February we addressed advertising opportunities and ROI. Not surprisingly, Google and Facebook are your best bet when it comes to spend, targeting and RIO. Just remember to make the most of those targeting options if you want to get the most bang for your buck.
Video is going to dominate digital advertisement, and fraud is going to be the greatest challenge advertisers face in the process. Ramp up your video ad strategy and protections to stay competitive in 2018!