Alex Powell’s Post

When it comes to video ad sales, marketers don’t need a linear path to success. According to the IAB’s newly released 2024 Digital Video Ad Spend & Strategy Report, it’s going to be a big year for digital video.

Advertisers increasingly prioritize business outcomes like sales or store visits as key performance indicators (KPIs) for digital video campaigns, according to the second part of an Interactive Advertising Bureau (IAB) report assessing channel trends. #Advertising #DigitalVideo #Business

Advertisers increasingly prioritize business outcomes like sales or store visits as key performance indicators (KPIs) for digital video campaigns, according to the second part of an Interactive Advertising Bureau (IAB) report assessing channel trends. #Advertising #DigitalVideo #Business

Advertisers increasingly prioritize business outcomes like sales or store visits as key performance indicators (KPIs) for digital video campaigns, according to the second part of an Interactive Advertising Bureau (IAB) report assessing channel trends. #Advertising #DigitalVideo #Business

Advertisers increasingly prioritize business outcomes like sales or store visits as key performance indicators (KPIs) for digital video campaigns, according to the second part of an Interactive Advertising Bureau (IAB) report assessing channel trends. #Advertising #DigitalVideo #Business

https://lnkd.in/gkViPnhn A study from across the Atlantic has more good news about the power and #value of #radio and other audio platforms. While television continues to dominate the share of ad spend, the potency of #audio #advertising offers better short-term and comparable long-term ROI. “Profit Ability 2: the New Business Case for Advertising,” a study commissioned by Thinkbox and including brand data from Ebiquity, EssenceMediacom, Gain Theory, Mindshare, and Wavemaker UK, provides fresh insights into the #profitability of advertising, post-COVID. Accounting for 6.2% of total advertising investments, radio and streaming yield 6.9% share of full payback, indicating audio’s effectiveness in generating solid returns over time. Delving into the financial specifics, the #ROI metrics speak volumes about the efficiency of audio as an advertising medium. The full payback ROI for audio stands at £4.98, meaning for every pound spent, advertisers see nearly five pounds in return over the analyzed period. This figure places audio ahead of Broadcast Video On Demand and several digital formats, including online display and video, paid social, and generic pay-per-click ads When considering short-term gains, audio boasts an ROI of £2.47, far outpacing all television and digital competitors. When it comes to sustained payback, which measures the long-term impact and brand building, audio contributes 6% to the profit volume. This highlights its role in maintaining consumer engagement over the long haul. With an 8.2% share in short-term payback, audio advertising demonstrates a remarkable ability to drive immediate consumer action. The immediate impact of audio is further reflected in its 4.9% share of immediate payback. This is significant, considering the rapid response it can invoke from the audience. As the advertising world continues to adapt to digital shifts and the changing habits of consumers, audio’s prominence is likely to augment, offering a complementary approach to both digital and traditional visual media. It strikes a balance between immediate returns and sustained brand impact, delivering a respectable ROI that competes well with other forms of media.

Digital Video Ad Spend Will Exceed Linear for the First Time

Think all VAST errors are bad news for your video ads? Think again—some might actually boost your ad performance! The other day, I had a very good meeting with a Spanish publisher, and we talked about VAST errors: When we think of VAST errors, we usually assume the worst. But in video advertising, certain VAST (Video Ad Serving Template) errors can work to improve the overall ad experience. Take empty VAST responses (error 303), for instance. When no ad is available, the player quickly skips to the next one. This ensures a seamless user experience, allowing the content to continue without interruption. By implementing fallback mechanisms, the player can keep searching until a suitable ad is found, ultimately increasing fill rates and aligning ads with the right audience. Improving fallback options is one of the most straightforward ways to maintain ad revenue and minimize disruption. Not all errors are negative—some actually serve to refine the process. If you are Head of Programmatic and want to dive deeper into the impact of your VAST errors on your video business: please reach out. Read more about the different VAST errors for video = https://lnkd.in/eDUh2MKB #video #Onlineadvertising #Programmatic

Get insights into the future of video ad spend. Learn about the projections for digital video advertising in the U.S. and the latest trends. The post Video Ad Spend And Trends Revealed Ahead Of IAB NewFronts 2024 appeared first on Search Engine Journal . Questioning the performance of your website? Get a free consultation today: calendly.com/corpseosales/ #SEOtips #DigitalMarketing #SEOStrategies #SEOExpert #seocompany #OnPageSEO #OffPageSEO #SearchEngineOptimization #SEOContent #GoogleRanking #SEOAgency #SEOConsultant #WebsiteOptimization #LinkBuilding #seoservices