Jun 30 2025
The Strategy Gap: Social Video Is Not PPC Video via @sejournal, @LisaRocksSEM

Video is dominating online across PPC ads and social media channels. Unfortunately, many advertisers still repurpose social videos for paid campaigns.

What works organically on TikTok or Instagram often falls flat in performance-driven environments like YouTube Ads or Performance Max.

This could lead to low engagement and poor conversions.

To compete in today’s attention economy, PPC video needs its own strategy that is built from the ground up with performance in mind.

This article explores why CMOs and senior marketers must treat video as a creative asset, that is, a conversion-driven engine and platform-specific.

The Disconnect Between Social Video And PPC Video

Some marketers start with social video and “cut it down” for paid. However, the two formats fundamentally differ in purpose, intent, and delivery.

Social video is built for engagement, likes, shares, and storytelling that captures attention in a feed.

PPC video, on the other hand, is engineered for a conversion action. It must capture attention, communicate value quickly, and drive a specific action with a call-to-action (CTA) statement.

Repurposing social content for PPC assumes that the creative context uses the same strategy for driving engagement.

Social videos often rely on trends, audio cues, or slow storytelling arcs. Those don’t translate to skippable, conversion-focused ad formats where you have just a few seconds to inform and impact.

The following table outlines the fundamental differences between social and PPC video.

Category Social Video PPC Video
Purpose Brand building, storytelling, and community engagement Lead generation, sales, and performance-driven metrics
Viewer Intent Passive browsing, entertainment High intent, research, or decision-making mindset
Format & Delivery Organic feed content, often square or vertical Paid ad placements; needs variation for 16:9, 4:5, vertical, etc.
Sound/Audio Often relies on music, trends, or narration Must perform without sound; strong visuals are needed
Calls-to-Action Often implied or delayed Immediate and repeated; click-through or conversion-focused
Performance Metrics Likes, shares, video views, engagement rate CTR, conversion rate, ROAS, CPA

Best Practices For PPC Video

PPC video ads should be intentionally created to drive conversions, not just views.

Below are key creative best practices that directly influence campaign outcomes, keeping in mind the details of different platforms:

1. Hook The Viewer Within The First 3 Seconds

Front-load your story arc by getting to the point of the video early, which often involves presenting the value proposition and the desired action.

You only have a moment to make viewers stop scrolling or delay the skip button. Use bold text, motion, or a strong question right away.

Example: “Spending too much on ads? Here’s a fix that saved our client $10,000.”

2. Format Video For The Platform

Each platform has different specs and user behaviors that require a custom approach for each. This is a perfect example where “one size does not fit all.”

YouTube standard videos typically requires horizontal (16:9), aligning with a sound-on viewing environment, while YouTube Shorts are vertical and platforms like Meta often favor square or vertical.

TikTok favors vertical, full-screen videos for sound-off autoplay. Develop your creative asset with this in mind.

3. Include A Clear Call-To-Action Early And Repeat

Don’t rely on a single CTA at the end. Video ads are built for direct response. Reinforce the action you want throughout the video.

Example: Start the video with “Click to get the offer,” and show it again midway and at the end.

4. Lead With The Benefit, Not The Backstory

People want to know what’s in it for them and how you solve their problem. Skip the warm-up and start with a direct benefit or result.

Example: Instead of “Our team spent weeks testing this,” say, “This ad strategy cuts CPC in half.”

5. Design With Platform Audio In Mind

For platforms with silent autoplay (TikTok, Instagram Reels, Facebook Feed): Prioritize visual communication. Many users watch without sound, so ensure your message still lands visually.

Use animated captions and highlight product features with motion text, so nothing is lost without audio.

For YouTube: Recognize that ads often play while users have the sound on.

While strong visuals are still important, leverage sound effectively through voiceovers, music, and sound effects to enhance your message and brand experience, as highlighted in YouTube’s Playbook for Creative Advertising [PDF] under the “Build for sound on” principle.

These elements influence how your video is served, watch time, and whether they take action.

Platform-Specific Video Strategies

Not all platforms serve video in the same way. Understanding how your content is delivered, measured, and optimized across each environment is critical to making PPC video work.

YouTube Ads

YouTube is a high-intent platform, with users actively choosing to watch content. Your ad will most often appear before or during another video.

The key here is overcoming the viewer’s “skip” behavior.

  • Maximize the impact of the skippable first five seconds. Use a bold visual or a clear problem-solution hook to immediately capture attention and provide value, making viewers want to watch more.
  • Build a narrative that fits intent. Educational formats, product demos, or expert commentary perform well here. Consider longer-form content that addresses pain points thoroughly or showcases product features in detail. Leverage storytelling to connect with viewers who are actively engaged.
  • End with a strong call to action. Take users to a landing page or offer page that extends the message.
    • Example: A productivity software brand opens with “Wasting time switching tabs?” then shows how its tool solves it with a single view, ending with “Try it for free today.”

Performance Max

Performance Max distributes video across placements like YouTube, Discovery, and Gmail. This requires a flexible, creative approach built to adapt to various ad spaces.

  • Upload multiple lengths: At minimum, include 6-second, 15-second, and 30-second versions. Varying lengths allow Google’s AI to test and serve the most effective creative for each placement and user.
  • Include strong product visuals: Use the dedicated headline and description fields within the PMax asset library to deliver your primary marketing messages and calls to action. This allows Google’s AI to optimize the pairing of text and video for different platforms and user behaviors. Ensure key messages and branding are visually prominent and understandable without audio.
  • Create for automation: Google optimizes based on performance. Give the algorithm assets that can stand alone, yet are also easy to mix and match. This includes various headlines, descriptions, and calls to action that can be paired with your video assets, allowing Google’s machine learning to find the most effective combinations.
  • Leverage vertical image ads for YouTube Shorts: Google Ads now supports full-screen vertical (9:16) image ads specifically for YouTube Shorts within Demand Gen campaigns. This allows you to repurpose existing vertical image assets from platforms like Meta to reach users in this rapidly growing short-form video environment. Recommended size: 1080×1920.
    • Example: A clothing brand uses 15-second vertical videos with close-up fabric shots and pricing overlays so the system can serve based on what performs.

Meta Video Ads (Facebook And Instagram)

These platforms autoplay silently in-feed, so your creative must speak visually before sound is ever involved.

  • Front-load motion or emotion. Start with an action or a relatable facial expression. Think about creating a visual hook that stops the scroll and intrigues users enough to tap for sound.
  • Use large text overlays and branded visuals. This keeps the message clear and recognizable at a glance. Keep text concise and easy to read on smaller mobile screens. Ensure your branding is integrated early and consistently.
  • Mobile-first approach. Vertical or 4:5 ratio works best for in-feed and Stories. Utilize the full vertical space to immerse viewers and avoid the cropped look of horizontal videos on these platforms.
    • Example: A skincare brand opens with a smiling woman applying cream, with large text: “Sensitive skin? See instant calm.”

Optimize your video creative for the unique consumption habits and delivery methods of each platform, and increase the likelihood of engagement and better performance from your PPC video campaigns.

Making The Business Case To CMOs

CMOs and senior leaders often see video as a single, limited asset: make once, use everywhere.

Now, with the increasing sophistication of digital advertising platforms and the different ways video is consumed, the same approach is not cost-effective or performance-driven.

The increase of short-form video, dominance of mobile, and the emphasis on ad quality across platforms are driving a more strategic approach to video creative.

Consider:

  • Repurposed social content is likely to underperform in PPC environments because it was not created with the same goals in mind.
  • Dedicated PPC video would be expected to increase return on ad spend by aligning creative with media placement.
  • A video designed for PPC would (in theory) have higher engagement. Therefore, should have a higher ad quality score and higher delivery.

Making the business case means shifting from “video as a campaign extra” to “video as a campaign must-have.”

CMOs are ultimately looking for measurable results and a strong return on investment from their advertising spend, and a platform-specific video strategy is the key.

Conclusion: PPC Video Is No Longer Optional

The days of treating all video the same are over, and it’s time to embrace this new approach. Video is now a powerful strategy for driving measurable ad results.

Advertisers should strategically build video with a clear understanding of each platform’s unique environment, their target audience’s intent, and the business goals.

Investing in creative that has a performance-first approach for each platform opens up opportunities for a stronger return on your advertising investment.

The future of successful PPC hinges on your team’s ability to master platform-specific video creation.

More Resources:

Featured Image: Hryshchyshen Serhii/Shutterstock

Ecommerce MGMT 0 Comments
Feb 10 2025
7 Creative Ways To Leverage Video In Marketing via @sejournal, @xandervalencia

When it comes to digital marketing, it sometimes feels like everything’s been done before.

Browse YouTube or scroll through TikTok on any given day, and you’re likely to see the same formats over and over again.

Yet, there are always a few creators who are able to stand out, publishing unique and never-before-seen videos.

So, how do you come up with video content ideas that are uniquely new and uniquely you?

In this guide, we’re sharing some uncommon ways to use video in your marketing, plus how to get the creative juices flowing to come up with your own creative video ideas.

Think Outside The Box With Your Video Marketing

If you want to come up with 100% unique video ideas, you need to think outside the box. Easier said than done, right?

After all, generating “creative” content ideas is kind of like “don’t think of the White Elephant” (for us nerds, Ironic Process Theory): Everything you’ve already seen before is likely to influence your creative thinking.

But like ChatGPT, it’s all about giving yourself the right prompts. Here are some of the creative catalysts I like to use to drum up unique, on-brand video ideas:

1. Be The Trend

Every “trend” that’s hot on TikTok started as a unique concept.

From the “GRWM: Get Ready With Me” trend to the “Bounce When She Walk” trending audio, each video trend began with one idea.

You simply won’t know if or when something will go viral, so don’t be afraid to be that first video.

If a certain audio makes you laugh or an image sparks an idea, lean into it.

If you encounter a situation that feels relatable to your audience, turn it into a skit or tutorial.

Many of the best trends start as raw, authentic situations. The key is to create content that’s authentic but with your own unique twist.

Think:

  • Does this scenario, audio, image, etc., seem relatable to my audience?
  • What’s an unexpected spin I can put on this that no one’s done yet?
  • Is my idea goofy, quirky, or fun – but surprisingly simple?

Sometimes, you’ll hit gold; sometimes, you won’t. The aim shouldn’t be to force virality.

The aim should be to create something fun and interesting. If it’s good, others will want to recreate it. Then, you might find yourself becoming the trend.

2. Entertain The Hypothetical

In video marketing, there are no rules. (Well, there are, but when it comes to creativity, the sky is pretty much the limit).

There’s a huge opportunity to turn traditional concepts on their head,  challenge peoples’ assumptions, and, let’s face it, ruffle some feathers in your industry.

Entertain the hypothetical. Ask the “what if” questions, and then play out the scenario in your video content.

For example:

  • What if the secret to happiness wasn’t personal fulfilment, but coffee?
  • What if, in the SEO industry, content wasn’t king but queen?
  • What if dog people and cat people lived in separate societies?
  • What if social media influencers were from Venus and everyone else was from Earth?

I know these questions seem ridiculous, but that’s the point. If you’re trying to capitalize on video content ideas that aren’t played out, you have to break the mold.

The appeal of these topics is that they grab users’ attention, especially if the conclusion isn’t what’s expected.

This prompt works even better if you are able to relate the hypothetical scenario to your industry, either flipping the script on a traditional concept or offering contrasting advice to that of other “experts” in your field.

3. Become A Mixologist

Viewers are intrigued when two seemingly unrelated concepts are mashed up together.

Marketing and horseback riding? Ecommerce and the nail salon? Christmas morning and doctor’s appointments? It’s time to practice your video mixology skills.

You’d be surprised how many connections exist between marketing a business and everyday concepts.

I mean, we see it all the time on LinkedIn, with influencers sharing what their morning cup of Joe taught them about lead generation. This type of content works because it’s unexpected, random, and gets people thinking.

Here are a few examples:

  • “Fishing and Client Retention: How to Keep ‘Em on the Line”
  • “My Visit to the Nail Salon Was a Perfect Metaphor for Product Marketing…”
  • “I Rage Quit My Business. Video Games, Marketing, and Painful Lessons”

Try being a video marketing mixologist. Consider how two unrelated concepts can come together, and then tie the lessons into your brand or industry.

4. “Steal” From Other Industries

Industries tend to be siloed from each other. Do Kim Kardashian fans know what’s going on in crypto, or vice versa? Maybe. But it’s less likely these viewers receive the same video feed. You can use this to your advantage.

Take a gander at what’s trending in other industries. This is easily accomplished by doing a keyword search on Instagram, YouTube, or TikTok.

After a few scrolls, you’ll get a sense of what topics and formats are performing well and perhaps come up with some ideas for your own field.

For instance, the “GRWM” trend has been hot in the beauty and fashion industry for a while, but not so much in marketing.

Say you’re trying to grow your personal brand. A “GRWM as a Full-Time Web Designer” might be a fresh concept with your followers.

Another example might be the “#WomeninMaleFields” trend, where creators make ironic jokes about women working in male-dominated industries and navigating the dating scene.

If you’re a product designer, perhaps you capitalize on this trend with a video like, “Did your boyfriend help you sketch that prototype? #ProductDesigner.”

While I don’t recommend actually stealing entire video ideas, you can gain inspiration by scrolling through other industry video feeds, and applying hot trends to your own niche.

 5. Up The Interactivity Factor

With artificial intelligence (AI) and augmented reality (AR) technology at its prime, there are so many ways to add interactive components to your videos.

Where most creators play it safe with “talking head” videos, you can get creative with AR-enabled elements and “gamified” experiences.

For instance, if you own a law firm, you could create a video that simulates a virtual consultation, wherein viewers can “meet with” an attorney, navigate the intake process, and receive a step-by-step walkthrough of filing their case.

This may require advanced technical skills, but you can work with a designer to create 3D models of your office, using digital model tools like Blender.

Or, you could design a “choose your own adventure” video series that takes viewers through a unique storyline.

For example, the legal process for buying a home, starting a business, or filing a personal injury claim. Users can select their own choices, influence the outcome, and even interact with a virtual legal professional.

With all of today’s tech at our fingertips, creating personalized experiences and interactive worlds is easier than ever.

6. Do The Time Warp

Traditional “before and after” videos are played out. Time-lapse videos are in. Instead of comparing before and after images of customer results, create videos that show their journey in action.

Whether it’s a fitness program, a home renovation, or an overhaul of a client’s lead generation strategy, time-lapse videos tell a story and make viewers feel like they are part of the process.

Pair this content with a voiceover, real testimonials, and captions, and you’ve got yourself an engaging video.

These videos are easy to make with the help of transitions in video editing software like iMovie, or with the help of a professional video editor.

7. Live Video Is Not Dead

Live video streaming, like Facebook Live, has been around for a while, but many more platforms have started offering an array of live video capabilities.

This presents new opportunities to go beyond standard pre-recorded videos.

Here are a few ways to leverage live video platforms:

  • Facebook Live: Great for ​​growing a community, conducting Q&A sessions, and sharing tutorials. Integrates directly with Facebook Pages, Groups, and Events.
  • YouTube Live: Ideal for long-form videos and reaching a large audience. You can embed live streams on your website or share via links. Includes Super Chat and Super Stickers features for monetization.
  • Instagram Live: Offers interactive features like polls, questions, and live guest invites. Great for behind-the-scenes footage, influencer collaborations, casual chats, and quick tips.
  • LinkedIn Live: Ideal for B2B businesses and thought leaders looking to reach other professionals. Live streaming features for webinars, industry updates, and Q&A sessions.
  • TikTok Live: Best suited for reaching younger audiences and fostering real-time engagement. Includes gifting and tipping options for monetization. Ideal for quick tutorials, influencer promotions, and audience Q&A.

What’s cool is that live videos can sometimes be downloaded and reposted as static videos later.

For example, Facebook Live has a “download” function where you can save your live video session and then upload it to other platforms, like YouTube or Instagram.

Video: Your Brand’s Digital Advantage

Brands that leverage video in creative, innovative ways can earn dividends in their marketing efforts.

Don’t underestimate the reach and impact of relatable, authentic content. If you have a novel idea with decent production quality, you can easily be the next hot trend.

You don’t need to be a video marketing expert to succeed. Often, the most impactful videos are based on ideas drawn from everyday life.

Look for inspiration in your work, surroundings, and customer stories. Then, add your unique spin to create a video that resonates with your audience and cuts through the noise.

More Resources:

Featured Image: Chay_Tee/Shutterstock

Ecommerce MGMT 0 Comments
Dec 20 2024
Top 10 Emotionally Engaging Holiday Ads Of 2024 via @sejournal, @gregjarboe

The most emotionally engaging ad of the 2024 holiday season is a Teleflora ad featuring a hospitalized boy and a magical snowman.

According to research by DAIVID, the ad inspired the highest levels of positivity among viewers.

The Power of Wishes ad was created by The Wonderful Agency and encourages donations to help grant transformative wishes for children with critical illnesses.

Alongside Teleflora are nine other brands that also elicited the most positive emotions to create emotionally engaging ads.

1. The Power Of Wishes By Teleflora

As the video’s description says, “Believe in the power of wishes. This holiday season, Teleflora is proud to partner with @MakeAWish. Learn how you can show your support on Teleflora.com/wish and watch our new film.”

DAIVID’s analysis found that 57.1% of viewers experienced an intense positive reaction to the campaign, securing its top spot on the platform’s holiday ad rankings.

2. Your Spark Can Light Up The World By Erste Group

In second place is Erste Group’s ad “Your spark can light up the world,” which celebrates the origin story of the Christmas carol “Silent Night.”

As the video’s description says, “Get inspired by Silent Night and let your spark light up the world.”

And 56.4% of viewers were likely to feel intense positive emotions.

3. The Gifting Hour By John Lewis

“The Gifting Hour,” a John Lewis Christmas ad, is the final chapter in a trilogy by Saatchi & Saatchi. It came in third place with its touching tale of two sisters on a magical gift-finding quest.

It’s worth noting that the video’s description is more than 800 words long – and reads like a screenplay.

And, with 56.4% of viewers likely to feel intense positive emotions, this makes “The Gifting Hour” one of the most emotionally engaging Christmas ad by John Lewis in six years.

4. The Journey By Marks & Spencer

“The Journey” by UK retailer Marks & Spencer (M&S) took fourth place.

In the ad, comedian Dawn French reprised her role as the Christmas Fairy, reluctantly hosting a holiday party for her neighbors.

It generated intense positive feelings in 55.4% of viewers.

5. Amazon Midnight Opus By Amazon

“Amazon Midnight Opus – Holiday 2024” took fifth place with a description that says, “Make dreams happen this season, with a little holiday magic from Amazon.”

The 90-second version of the ad generated intense positive feelings in 55.2% of viewers.

I’ve also seen the 30-second version of the commercial on TV, and it loses much of its emotional impact. The longer version is much better.

6. The Sanctuary By Chevrolet

“The Sanctuary,” a 2024 holiday commercial by Chevrolet, is in sixth place.

The video’s description says, “This holiday season, remember none of us can get where we want to go without the support of another, especially from those we cherished most.

Watch as a father and son come together on the bench of their family’s 1978 Chevy Silverado C10 to look back on their shared past and how it continues to drive them forward.”

The ad generated intense positive feelings in 54.9% of viewers.

7. Una Historia De Navidad By Suchard

Suchard’s “Una historia de Navidad” is in seventh place as “A story that shows that Christmas comes anywhere.”

This ad generated intense positive feelings in 54.7% of viewers.

8. Waldo Anthom By Etsy

The Etsy holiday commercial “Waldo Anthem” is in eighth place. The video’s description merely discloses an enigmatic Where’s Waldo?

Nevertheless, 54.6% of viewers were likely to feel intense positive emotions.

9. 40 Years Of Christmas On The Nations’s Network By Vodafone UK

Vodafone UK is in ninth place with their 40 years of Christmas. And shows the journey from the first mobile phone in 1984 and a nostalgic view of technology through 40 years.

The video’s description says: “Our advert for 2024 shows how technology has changed, but the feeling of connecting with loved ones at Christmas remains the same. ”

The ad generated intense positive feelings in 54.5% of viewers.

10. A Magical Christmas By Lidl

And finally, “Lidl Presents: A Magical Christmas” is in 10th place and encourages viewers to gift a toy to Lidl’s Toy Bank and “share the magic.”

And 53.7% of viewers were likely to feel intense positive emotions.

The Christmas Big Emotions

Now that you’ve seen the most emotionally engaging Christmas ads for this year, what do you notice? What do you wonder?

For festive ads, the common themes that resonate with audiences will always be the staple emotions: warmth, joy, and excitement.

And this year, the big winner – nostalgia.

According to the CEO of DAIVID. Around 85% of ads tested this year scored above average for that emotion.

Nostalgia

In alignment with the data, I noticed that 9 out of the 10 ads above tapped into nostalgia, ranking it as one of their top 5 emotions.

Reminding people about the ghosts of Christmas past will always be a winner. It’s an easy way for brands to access a lot of emotions in a very short time, making it very powerful.

Brands that did well this year include:

  • Chevrolet – 162% higher.
  • Vodafone – 152% higher.
  • John Lewis – 95% higher feelings.

These are just some of the notable examples.

Read more about the 39 Emotions Digital Marketers Can Use In Advertising and Nostalgia Marketing & What We Can Learn From John Lewis Ads.

Sadness

But brands that sprinkle other emotions into the mix tend to do better. This is why Teleflora’s “The Power of Wishes,” which is almost five times sadder than the average ad, outperformed other emotional ads at Christmas.

Now, there was a time when “Sadvertising” was a huge trend at Christmas, but not so much this year. I wonder if brands are trying to cheer us up after such a horrible year.

It’s worth noting that only 12 of the 125 ads that DAIVID tested scored higher than the norm for sadness.

Don’t get me wrong – there were brands that made us cry.

For example, the ad that made us cry the most was World of Our Own from Shelter. The ad generated intense sadness among 31% of viewers, well ahead of any other ad this year and more than five times sadder than the industry average.

Others that made us tear up include “PETA’s  Christmas Ad.” As the video’s description warns us, “PETA’s 2024 Christmas advert is here – and this cow’s story will break your heart.”

And then there’s #FeedYourChristmasSpirit from Tesco. But the ad’s attempt to be bittersweet comes off as weird.

Amusement

Making people laugh has also been a key theme this year. Again, I think brands and their agencies are trying to cheer us up.

A notable example of this in the top 10 is “The Journey” from M&S. Dawn French is a UK national treasure – and much loved.

However, the funniest Holiday ads this year did not quite make the top 10.

The ad most likely to make people laugh is “A Watt Holiday Classic” from DICK’s Sporting Goods.

It features former NFL player J.J. Watt, who recreates scenes from iconic festive films after being trapped in a Dick’s store after closing. The ad made 37% of viewers laugh, which is well above the industry norm.

Another festive ad to make us laugh this year is a spot from a British supermarket chain called “Sweet Suspicion: A Waitrose Mystery” by Waitrose. This ad made 34.1% of viewers laugh out loud.

Sprinkle Some Magic

A lot of magic was used this year. This was a very common theme throughout the chart. Do you think people are trying to forget what the world is like right now?

But there was a lack of celebs. I think there is only one (Dawn French) in the top 10. That makes festive advertising very different than Super Bowl ads. But that’s a topic for another day.

Methodology

A total of 125 holiday advertisements from across the globe were analyzed in the study. The ads were evaluated based on the percentage of viewers expected to experience strong positive emotions in response to the content. As noted, DAIVID measures 39 distinct emotions, with their intensity rated on a scale from 1 to 10. Scores between 8 and 10 are classified as “intense.” The data for the chart was collected at 7:00 AM on December 3, 2024.

More Resources:

Featured Image: Nicoleta Ionescu/Shutterstock

Ecommerce MGMT 0 Comments
Nov 13 2024
YouTube Ad Updates: Enhanced Shorts Monetization via @sejournal, @MattGSouthern

YouTube expands Shorts monetization with new ad controls, measurement tools, and creator partnerships.

  • Advertisers can now run campaigns exclusively in Shorts feed or focus on horizontal content.
  • New interactive stickers and animated ads will enhance advertising options by year-end.
  • YouTube is expanding measurement capabilities with third-party sales lift tracking and improved Brand Lift surveys.
Ecommerce MGMT 0 Comments
Sep 5 2024
August Update from IAB Shows Ad Spend & Opportunities For Growth In 2024 via @sejournal, @gregjarboe

This morning, The Outlook Study: August Update has been released by the IAB as an update to their initial November 2023 study and provides a snapshot of projected ad spend, opportunities, and challenges for the remainder of 2024.

The study outlines the shifts that have occurred throughout the year, capturing current perspectives from buy-side ad investment decision-makers at brands and agencies.

Here are some of the key takeaways for digital marketers:

  • Buyers increased their 2024 ad spend projections from +9.5% projected at the end of 2023 to +11.8% today.
  • Nearly all channels are expected to post higher growth rates year-over-year (YoY), with even Linear TV rebounding.
  • Retail media’s ascent continues, with buyers revising YoY projections from +21.8% to +25.1%.
  • Buyers continue to focus on cross-funnel KPIs while shifting efforts towards reach optimization as interest in new KPIs wanes.
  • Measurement challenges persist for the industry, while economic concerns subside.

In other words, it’s time to spring forward, not fall back, in the media and marketing industries.

Buyers’ Ad Spending Forecasts For 2024 Have Been Revised Upward

The increase in projections is not what many digital marketers were expecting, so what is happening in the changing industry landscape?

Increased ad spending in the second half of 2024 is being driven by increased political spending around the presidential election and other cyclical events, such as the Summer Olympic games.

Based on IAB’s recent email survey of 200 buy-side ad investment decision-makers, primarily at brands and agencies, nearly all channels are expected to post higher growth rates YoY.

Yes, even linear TV is now expected to grow 4.3%, but nine other channels are expected to grow at even faster rates:

  • Connected TV (CTV) by 18.4%.
  • Social media by 16.3%.
  • Paid search by 13.1%.
  • Podcasts by 12.6%.
  • Digital video excluding CTV by 12.5%.
  • Digital out-of-home (OOH) by 8.9%.
  • Digital audio, excluding podcasts, by 8.3%.
  • Digital display by 7.4%.
  • Gaming by 5.1%.

Why Is Retail Media Expected To Continue Growing?

Buyers – particularly in the consumer-packed goods (CPG) and the beauty categories – are set to surge in the U.S. this year, pushing overall retail media ad spending to reach one-fifth of the total 2024 ad spend.

Okay, these are the reasons to spring forward, even if we’re on the verge of fall. But there are a couple of challenges that digital marketers still face.

For example, there’s been a decline in focus on new ad KPIs (e.g., attention metrics, weighted CAC, etc.), which suggests there’s been a renewed interest in refining and leveraging established metrics to achieve cross-funnel goals.

However, goals can vary by channel.

As I mentioned this summer in “Business Outcomes Are The Top KPI Of Video Ad Buyers – IAB Report Part Two,” IAB’s latest Digital Video report found that within the digital video channel, buyers are determining success via business outcomes, i.e., sales, store/website visits, etc.

So, figuring out how to use Google Analytics 4 (GA4) to measure business outcomes instead of marketing outputs remains “the road less traveled.”

Understanding Evolving Consumer Habits Is A Growing Concern

While economic worries have faded, the concern over executing cross-channel media measurement has risen.

The resilient economy, marked by a 2.3% rise in consumer spending in Q2 2024, has eased buyers’ concerns.

But, as media convergence gains traction, cross-channel measurement remains a top priority, especially for large advertisers that spend over $50 million annually.

Other concerns, like managing reach and frequency across screens and channels, as well as media inflation, have remained flat.

Understanding evolving consumer habits is a growing concern – and is keeping significantly more buyers up at night than it did last year.

It does seem like it’s time to spring forward in the media and marketing industries, although this has traditionally been the season when digital marketers prepare to fall back.

All data above has been taken from The 2024 Outlook Study: August Update – A Snapshot into Ad Spend, Opportunities, and Strategies for Growth by the IAB. The study is a follow-up to the initial November 2023 release, providing current perspectives from 200 buy-side ad investment decision makers at brands and agencies.

More resources: 

Featured Image: SeventyFour/Shutterstock

Ecommerce MGMT 0 Comments
Aug 22 2024
How CTV Fits Into Digital Marketing During Holiday Season [Interview With Matt Voda] via @sejournal, @gregjarboe

Trends for holiday season planning have shifted over the years, and different brands define “the holidays” in different ways.

Retailers are keen to get as much out of holidays as possible. But the holidays come with challenges, with consumers becoming more selective with their spending and spending less in some categories.

Back in in 2008, I worked on a campaign called “100 days of Holidays” for “Better Homes & Gardens.” It started the month before Halloween and ran until New Year’s Day.

These days, you can already see Halloween costumes, candy, and decorations in stores weeks before Labor Day. So, the ship has sailed when it comes to planning for that upcoming holiday.

The extension of holidays, blurring them together, and inventing new opportunities for sales have shaped consumer behavior and how brands approach a long, hectic holiday season. The season is shorter this year, building pressure for brands to perform.

Digital marketers must now navigate new shifts in consumer behavior in preparation for the holidays this year. These seven trends will have a significant impact:

  1. Compared to last year, Thanksgiving is particularly late this November, resulting in five fewer shopping days between Cyber 5, the five-day shopping period that takes place from Thanksgiving to Cyber Monday, and the end of the year, which includes Christmas, Hanukkah, Kwanzaa, and New Year’s Eve.
  2. Despite some retailers anticipating that consumers will continue to limit their spending in the latter half of the year, EMARKETER predicts that total holiday retail sales will increase by 4.8% this year, up from the 3.9% growth rate seen in 2023.
  3. Digital shoppers will allocate the most money to fashion (including clothing, footwear, and accessories) this holiday season, but computer and consumer electronics will continue to lag for another year, as consumers feel less urgency to replace these items following the surge during the pandemic, according to EMARKETER.
  4. In 2024, US consumers are expected to spend an average of two hours and 15 minutes daily watching connected TV (CTV), according to EMARKETER research. And shoppable CTV ads are simplifying the process for holiday shoppers to make purchases directly from the media they watch.
  5. This holiday season, CTV advertisers could also reach 206.3 million second-screen users who discover brands and products on TV and then use their phones to learn more or make purchases, according to EMARKETER.
  6. Consumers are being more selective with their holiday spending this year. Over 60% of Americans say they can’t afford to make the wrong purchase, which may explain why a third of consumers have already begun shopping for the holidays, a significant increase compared to last year, according to a Google/Ipsos study.
  7. 60% of U.S. consumers have completely walked away from a purchase when overwhelmed by too many choices or excessive information, according to another Google/Ipsos study.

How CTV Fits Into Digital Marketing During Holiday Season Interview With Matt Voda

To get a good read on how CTV fits into the digital marketing mix during the upcoming holiday season, I asked Matt Voda, CEO of OptiMine, for his thoughts.

He is a marketing expert who advises some of the world’s largest brands like Amazon, Ring, Best Buy, Domino’s, JCPenney, TheRealReal, and other brands on cross-channel marketing impact, measuring both digital and traditional marketing channels down to individual ads and campaigns.

Here are my questions and Voda’s answers:

Greg Jarboe: How do you plan to navigate the shorter holiday shopping season?

Matt Voda: OptiMine’s clients use our scenario planning capabilities to run simulations using the shorter holiday season and look for the best ways to maximize sales. That can mean getting campaigns started earlier, or shifting to higher intensity levels faster, or even to run more last-minute campaigns for shoppers who wait until the last minute.

Jarboe: Do you expect holiday retain sales to go up, down, or sideways this year?

Voda: Retail sales have shown some strength recently despite predictions showing the opposite, so this is especially difficult to predict this year. That said, retailers with more agile marketing measurement can get faster reads on performance and adjust investments and mix more quickly in a more dynamic consumer environment, and these retailers will perform better as a result.

Jarboe: What do you expect to be retail’s most resilient categories in 2024?

Voda: There will be winning and losing categories, but the best retailers will be combining advanced customer intelligence with marketing measurement that informs which marketing approaches work best with key consumer segments to ensure they can overcome these challenges.

Jarboe: How does CTV fit into your digital marketing mix this holiday season?

Voda: Brands use CTV when they need better targeting options than what linear TV can offer, and CTV ends up functioning like digital video in this regard. The lines between TV and digital video are blurring quickly.

Jarboe: Will any of your holiday campaigns tap into second-screen users?

Voda: Successful retailers understand the interplay of media across their funnel and have the right measurement in place to guide to the most optimal investment mix across all channels. This is now table stakes.

Jarboe: Can social video change the hearts, minds, and actions of more selective shoppers?

Voda: Yes, absolutely. OptiMine’s Index, which is a performance benchmark across many of the top brands in the world, shows that video over social can be an extremely effective investment area, especially for new customer acquisition.

Jarboe: How to you provide consumers with the information they need without overwhelming them?

Voda: Creative is one of the most important aspects for successful campaigns and even with advances in AI, human creative talent is absolutely worth the investment and can make the difference.

Adjust To Consumer Trends Creatively

Digital marketers need to be creative and nimble to navigate the significant shifts in seven trends during the upcoming holiday season.

Connected TV can play a critical role in reaching consumers. By offering a streamlined user experience, CTV can facilitate better interactions between brands and consumers and help increase sales.

Paying attention to your media mix will be important. Track how your different channels interact with one another as well as how they individually perform.

Invest in human creative talent to create the right messages for the right channels to reach new and already engaged consumers. Optimizing for new experiences, such as allowing users to make purchases directly in ads placed on CTV or social media, could be key to boosting ecommerce sales this holiday season.

Yes, this is hard. But as Jimmy Dugan (Tom Hanks) tells Dottie Hinson (Geena Davis) in A League of Their Own (1992),

“It’s supposed to be hard. If it wasn’t hard, everyone would do it. The hard … is what makes it great.”

All stats above are taken from an EMARKETER report unless otherwise noted.

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Featured Image: Stock-Asso/Shutterstock

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Jul 26 2024
Top 7 Most Emotionally Engaging Olympics Ads (P&G Campaigns Are Winning) via @sejournal, @gregjarboe

With the 2024 Olympic Games in Paris officially opening today, DAIVID used its advanced content testing platform to see which ads from the global sporting event have elicited the most intense positive emotions of all time.

Procter & Gamble (P&G) dominates DAIVID’s chart, with five of the top seven ads – including the top three positions.

So, the rest of the search and marketing community will want to figure out what the American multinational consumer goods corporation headquartered in Cincinnati, Ohio has understood for more than a dozen years.

1. P&G Thank You, Mom – Sochi 2014 Olympic Winter Games

A P&G 2014 Winter Olympics campaign honoring the crucial support mothers provide to athletes is the most emotionally engaging Olympic ad ever.

This accolade comes from DAIVID, a creative effectiveness platform, which found that the “Pick Them Back Up” campaign evoked the strongest positive emotions among viewers.

“P&G Thank You, Mom | Pick Them Back Up | Sochi 2014 Olympic Winter Games” led the chart with 59.6% of viewers responding with intense positive emotions. As the video’s description says, “For teaching us that falling only makes us stronger. For giving us the encouragement to try again. Thank you, Mom.”

2. P&G – Thank You, Mom – The Winter Olympics (2018)

Following the (emotional) success from 2014, Thank You, Mom – The Winter Olympics (2018) was close behind in second place with a score of 59.5%.

This video guides the viewer through moms supporting their kids with their dreams and through their circumstances – whether it be bias over color, religion, disability, or sexual orientation.

3. P&G ‘Thank You Mom’ Commercial: “Best Job” (London 2012 Olympics)

P&G’s ad from the London 2012 Olympics took third place, with 58.4% of viewers responding with intense positive emotions.

In this 2012 edition of Procter & Gamble’s ad campaign, supportive mothers take their children to practices and help the kids deal with setbacks on their way to becoming successful Olympic athletes.

4. National Lottery Funded Athletes – TV Extended Version

The UK’s National Lottery ad, ” National Lottery funded athletes – TV advert Extended Version,” took fourth place with a score of 56.9%.

It was inspired by the story of 800-meter runner Jenny Meadows’ mother and showcased how National Lottery funding supports British athletes in achieving their dreams.

5. P&G ‘Thank You, Mom’ Campaign Ad: Strong (Rio 2016 Olympics)

Another from P&G’s Thank You, Mom series for the Rio 2016 Olympics was placed fifth, with 55.9% of viewers responding with intense positive emotions.

In this two-minute commercial, P&G features supportive mothers helping their children persevere through difficult circumstances on their way to becoming Olympic champions.

The brand positions itself as the “Proud sponsor of Moms” and uses the tagline: “It takes someone strong to make someone strong. Thank you, Mom.”

6. We’re The Superhumans – Rio Paralympics 2016

Channel 4, a British free-to-air public broadcast television channel, took sixth place with its “Superhumans” trailer for the Rio Paralympics 2016. The 3-minute video ad got a score of 55.7%.

7. Procter & Gamble – Your Goodness Is Your Greatness

Your Goodness is Your Greatness from P&G took seventh place, with 55.5% of viewers responding with intense positive emotions.

Now, P&G was founded in 1837 by William Procter and James Gamble. Do you think this gave them a head start on the rest of the field?

DAIVID CEO’s Insights

In a press release, Ian Forrester, CEO and founder of DAIVID, said:

“When it comes to emotional Olympic campaigns, no brand has ever gone faster, higher or stronger than P&G.

The company’s incredible tributes to the role mums play in helping to put future Olympic champions on the path to Games glory really tug at the emotional heartstrings and are capable of turning even the most cynical viewers into emotional wrecks.

‘Pick Them Back Up’ is a worthy gold winner, generating some of the most intense feelings of positivity we’ve ever seen for an ad.”

He added, “It’s also great to see Channel 4’s sensational campaign, ‘We’re The Superhumans’ in the top 6. Generating incredibly intense feelings of inspiration, the ad has played a crucial role in putting the Paralympics firmly in the hearts and minds of viewers all around the world.”

What can I add?

I’ve known Forrester since September 2012, when he joined the Unruly Group as global insight lead. And I talked with him several times over the next six years about Unruly’s Viral Spiral charts, which showed which video ads were among the most shared.

So, I’ve learned that Forrester has the kind of Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) that not only Google talks about, but skeptical journalists and bloggers value, too.

That’s why I’ve quoted him – along with other video gurus – in articles like “What’s The Alternative To Spending $7 Million On A Super Bowl Ad?” as well as “How To Make A Video Go Viral.”

And that’s why I’ve cited DAIVID’s critical data and strategic insights in articles like “The Best 5 Super Bowl Ads in 2024 (Brands That Got It Right)” as well as “39 Emotions Digital Marketers Can Use In Advertising.”

But if you want to figure out what P&G already understands, then it’s worth spending a few moments learning more about DAIVID’s methodology.

Check Out DAIVID’s Methodology

Based in London, DAIVID leverages technologies like facial coding, eye tracking, and computer vision to help advertisers enhance the emotional and business impact of their campaigns.

Their platform allows marketers to assess and improve ad effectiveness on a large scale using advanced data analysis methods.

DAIVID’s study of the most emotionally engaging Olympics ads utilized its Self-Serve solution, trained on millions of consumer data points, to predict the emotional reactions and attention levels ads would generate, along with their potential brand and business impacts.

The analysis involved 56 Olympic ads, excluding those from the current Paris Olympics.

Watch For Yourself To See Why These Videos Trigger Emotion

So, watch the seven ads above and see for yourself what kind of video content triggers intense positive emotions in viewers. You may see something that I might have missed.

But the next time you want to know if your ad creative is working, test it. I know, talking about testing social videos the way that Madison Avenue once tested TV commercials seems like pie in the sky.

But with AI as your co-pilot, making creative testing affordable, you can fix problems and identify solutions faster and easier than it could back in the old days.

Okay, this may not bring tears to your eyes – like “Pick Them Back Up” probably will – but it can help you catch up with P&G, which already has a 12-year head start.

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Featured Image: Gorodenkoff/Shutterstock

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Jul 16 2024
Business Outcomes Are The Top KPI Of Video Ad Buyers – IAB Report Part Two via @sejournal, @gregjarboe

The IAB has just published the second part of its “2024 IAB Digital Video Ad Spend & Strategy Report,” and the key criteria for digital video investments have fundamentally changed.

Since August 2007, when YouTube started offering video advertising, brands, and their agencies have always prioritized reach and frequency.

However, business outcomes have now become the primary success metrics. Despite this sea change, measurement still faces significant challenges, according to Cintia Gabilan, IAB’s VP of the Media Center.

In a press release, Cabilan said:

“The industry has bought, transacted, and measured against reach since the beginning of time.”

She added:

“But now business outcomes are the most important metrics to assess success, with reach and frequency coming in second. However, measurement is not yet where it needs to be. Two-thirds of buyers cite issues across nine key areas of measurement.”

The 2024 IAB Digital Video Ad Spend & Strategy Report Provides Essential Insights

Released at the IAB Video Leadership Summit (VLS), the second part of the report provides essential insights:

Three-Quarters Of CTV Buying Is Programmatic

  • CTV activation is almost evenly split among real-time bidding (RTB)/open exchanges (36%), private marketplaces/preferred deals/programmatic guaranteed (34%), and ad networks (30%).

Increased Spend Across All Video Channels And Content Types

  • The first part of the report predicted increased spending in 2024 on major digital video channels. Part 2 reveals investments across all video types, including short-form (69%) and vertical-format (68%), which dominate buyer preferences.

Performance Advertising Needs Enhanced Measurement

  • Business outcomes such as sales, site visits, and leads are now top KPIs for buyers across all channels – social video (64%), online video (58%), and connected TV/CTV (54%).
  • Two-thirds of buyers face measurement issues, particularly smaller advertisers targeting niche audiences, who report problems with viewability, standardized targets, currency, and sell-side data. Streaming networks must improve these areas to gain buyer confidence.

Widespread Use of Alternative Measurement Methods

  • The industry is moving beyond traditional panel-based ratings, with 89% of advertisers engaging with alternative measurement vendors. Buyers prioritize multi-screen attribution (45%) and real-time reporting (43%), and 28% already use alternative currencies.

In the press release, David Cohen, IAB’s CEO, said:

“As the saying goes, ‘with great power comes great responsibility’.”

He added:

“With the continued impressive growth of digital video comes demands for better measurement, viewability, standardized data, and placement transparency. The video ecosystem must fully commit to innovation, especially in measurement.”

The IAB collaborated with Guideline, utilizing ad billing data, market estimates, and an IAB-commissioned Advertiser Perceptions survey of TV/digital video ad spend decision-makers to compile the report.

The complete “2024 IAB Digital Video Ad Spend & Strategy Report” is available here [gated].

Measurement Challenges: Co-Viewing

Many brands and their agencies will be tempted to start reading Section 1 of the report titled “Ad Spend Projections, content formats, and programmatic.”

Some media buyers will jump straight to Section 2 titled “Buyer Selection Criteria: Channels, Platforms and Ad Partners.”

But I began by analyzing and evaluating Section 3: “Measurement Challenges and Mitigation Tactics.”

Why start here?

Well, as I mentioned in a previous article, I’m a big fan of Yogi Berra, who once said, “If you don’t know where you are going, you might wind up someplace else.” Besides, I wanted to know more about the nine key areas of measurement that were creating issues.

And the top issue was a major surprise: co-viewing.

Here’s Google’s definition of co-viewing:

“When multiple people watch YouTube on a connected TV (CTV) device together and view an ad at the same time, it could lead to more impressions and reach for your campaign.” Google adds, “Panels show that multiple people are watching YouTube together on TV screens, a consumer behavior characteristic of linear television viewership as well.”

According to the report, co-viewing ranks ahead of placement transparency, brand safety/suitability, viewability, ads served on Made for Advertising (MFA) websites, ads served on TVs turned off, getting sell-side data, using multiple currencies, and standard sell-side targets.

The report quotes an unnamed director at an agency, who said, “Measuring co-viewing behaviors is particularly important because it directly affects our understanding of audience engagement and audience reach.

Without accurately capturing who is watching content together, we risk misinterpreting viewership data and making false assumptions about the preferences and behavior of our target audience.”

Measurement Issues Differ Greatly Depending On The Channel

Part 2 of the “2024 IAB Digital Video Ad Spend & Strategy Report” also finds that measurement issues differ greatly depending on the channel, especially with online video and CTV.

Online video encounters difficulties due to varying measurement frameworks at the publisher level, which complicates buyers’ understanding of placement, viewability, and guarantees.

Similarly, Connected TV (CTV) experiences challenges due to the absence of shared show-level data and inconsistent measurement methods.

In addition, small spenders report higher levels of concern regarding issues like viewability and brand safety compared to larger competitors. They tend to focus on targeting specific audiences rather than achieving mass reach, necessitating precise measurement.

However, they often lack the resources to hire measurement partners and encounter limited transparency from social platforms. Streaming networks aiming to attract more small spenders will need to build trust in these areas.

The report quotes an agency director, saying:

“Brand safety is most concerning because it is the brand’s image which is at stake. We want to control where our ads should be shown, whom to be shown to, what audiences to target, etc.”

Brands report higher levels of concern about issues like viewability and standardized targets compared to agencies.

Key factors include small- to mid-tier agencies lacking resources to hire measurement partners, having less measurement expertise, and being less involved in performance evaluation, which is usually managed by the agencies.

The report quotes the manager of a B2B brand, saying:

“A brand that can demonstrate that its visible impression is positive, professional and attractive is more likely to stand out in a competitive marketplace.”

With the rise of privacy-by-design, buyers increasingly use measurement tools that depend less on data signals. AI, data-driven optimization, multi-touch attribution (MTA), and marketing mix modeling (MMM) help buyers assess performance using modeled data as the available data pool shrinks.

In addition to supporting these tools, AI is also employed for measuring brand safety, suitability, and fraud (41%), as well as for predicting outcomes (32%).

The Use And Interest In Alternative Currencies

The report also found the use and interest in alternative currencies have become widespread. Currently, 89% of advertisers are engaged with alternative currencies in some capacity, whether through transactions, testing, or discussions with vendors.

Almost 30% of TV and video buyers are already using alternative currencies for transactions. On average, buyers are currently transacting or testing three different alternative currencies and expect this number to increase to four by 2025.

The primary reasons for using alternative currencies are multi-screen attribution and real-time reporting. Small spenders are more inclined to use alternative currencies for creative effectiveness (57%), conversion analytics (51%), and second-by-second reporting (51%).

The report quotes a department head of a B2B brand, who says:

“Real-time audience measurement metrics that capture cross-platform viewership, engagement, and demographic data are needed to adapt to evolving viewing habits and technologies.”

While alternative currencies offer potential advantages, widespread use is hindered by various challenges. These include the costs associated with implementing them, the complexities involved in their systems, and the need for cooperation across different industries.

The report quotes a department head at an agency, who says:

“Currency reconciliation can be challenging since different currencies may use different valuation techniques and exchange rates.”

Report Recommendations

Brands and agencies should read the section on “Measurement Challenges and Mitigation Tactics” before they tackle the last section of the report: “Recommendations.”

Why? Well, as Yogi may have said, “If you don’t know where you are going, you might wind up someplace else.” However, he might have said, “If you don’t know where you are going, you might not get there.”

Either way, you’ll need to overcome nine measurement challenges if the top KPIs of your video ad campaign are now business outcomes like store/site visits, leads, and sales.

All quotes and statistics cited above are taken from the 2024 IAB Digital Video Ad Spend & Strategy Report.

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Apr 30 2024
Google Unveils 4 Updates At IAB NewFronts 2024 (YouTube Fails To Share Any News) via @sejournal, @gregjarboe

Google unveiled four Display & Video 360 updates during IAB NewFronts 2024 on Monday morning, while the YouTube evening reception failed to make any news during their Monday evening event.

Why did Google hold one NewFront event on Monday morning and YouTube hold another one on Monday evening at the 2024 IAB NewFronts?

There’s a classic strategy for maximizing your retail shelf space that involves product segmentation to get more space allocation (minimizing your competitors’ space on retail shelves).

Procter & Gamble (P&G) has used this strategy for more than a hundred years, which is why it has multiple brands of laundry products (including Ariel, Cheer, Era, and Tide).

The marketing executives at Google and YouTube may have segmented the audience that attends IAB NewFronts into two groups: one focused on connected TV (CTV) and another on social video.

The Right Time To Unveil How Google Display & Video 360 Has Evolved

As I reported last week in Video Ad Spend And Trends Revealed Ahead Of IAB NewFronts 2024, the IAB expects ad spending on CTV to grow by 12% to $22.7 billion in 2024.

However, when people now say they “watch TV,” it means different things than it did in the past. Today’s viewers seamlessly jump from hit shows to creator content on their CTVs. Heck, they’re even watching YouTube Shorts on their smart TVs.

Audiences are fluid, so reaching them now means showing up when and where they watch the video content they love instead of appearing on the large-screen television during prime time in the family room.

This explains why the Google NewFront seemed to be the right time and place to unveil how Google’s Display & Video 360 has evolved to help marketers and media agencies adjust their strategies and video ad buys to reach their audiences across streaming content.

A Nielsen Media Mix Modeling (MMM) meta-analysis of 15 U.S. consumer packaged goods (CPG) brands, commissioned by Google, found that marketers using unified media buying through Display & Video 360 achieved a significant advantage. They saw a 120% higher return on ad spend (ROAS) compared to third-party video bought directly and an 18% higher ROAS than linear TV.

4 Updates For Google Display & Video 360 Updates At NewFront

At the Google NewFront event on Monday morning, Kristen O’Hara, the VP of Agency, Platforms & Client Solutions at Google, provided four updates that were amplified by a dozen other speakers.

Kristen O'Hara, the VP of Agency, Platforms & Client Solutions at GoogleImage from Google NewFront, April 2024

Strategic relationships with streaming partners

First, O’Hara announced:

“We’re strengthening strategic relationships with streaming partners like Disney, Paramount, NBCUniversal and Warner Bros. Discovery. For example, our integration with Disney’s Real-time Ad Exchange (DRAX) lets you tap into their vast inventory and reach at scale.”

In response, Pete Chelala, the VP of Programmatic Advertising Sales at Paramount, said:

“Paramount specializes in creating content fans love on the platforms they can’t live without. Partnering with Google ensures that our clients can access Paramount Advertising’s premium inventory seamlessly through Display & Video 360.”

And Jill Steinhauser, the senior vice president of Ad Sales Revenue and Planning at Discovery Communications, added:

“We’re thrilled to bring MAX’s diverse content to Display & Video 360. This allows advertisers to programmatically reach audiences at scale, unifying their media in one place.”

Introducing Instant Deals Tool For Marketers

To move as quickly as streaming audiences are these days, agencies also need more flexibility. So, the second announcement featured a couple of new products.

O’Hara said:

“We’re introducing instant deals – a new tool for marketers to configure customized deals with top publishers right from the Display & Video 360 interface, skipping the complex negotiation process.”

She explained, “This buying method is already available today for high-impact reservation YouTube placements, like YouTube Select and Masthead. And soon, agencies will be able to access those same placements with non-guaranteed deals for even greater budget flexibility. Plus, instant deals are expanding beyond YouTube to major publishers like Disney.”

O’Hara continued:

“We also know managing yearly commitments across multiple publishers and deal types can be a tangled mess of spreadsheets. This is why we’ve built a tool called commitment optimizer in collaboration with our agency partners to streamline the process of managing commitments. Input your deal terms and goals, then Google AI intelligently optimizes the mix of guaranteed and non-guaranteed inventory for flexibility as well as reach.”

Agencies that have been testing the commitment optimizer are already driving results, expanding access to premier deals to five times more clients.

For example, Clare Ritchie, the senior vice president and global head of Programmatic & Inhousing at OMG, said,

“Our co-development initiatives with Display & Video 360 enable OMG to deliver custom technology solutions that help our clients achieve better results.”

Privacy-Forward Audience Solutions

The third announcement at the Google NewFront event promises to help the advertising industry reach audiences accurately while respecting people’s privacy.

Google has encouraged advertisers to invest in first-party data for years.

Google’s Publisher Advertiser Identity Reconciliation (PAIR) solutions provide a way for advertisers and publishers to reconcile their first-party data securely. This enables marketers to show relevant ads to high-intent audiences, like past purchasers, while protecting privacy.

To date, PAIR has delivered strong results for advertisers like Omni Hotels. According to LiveRamp, PAIR audiences provide 11% incremental reach compared to cookie-based lists.

O’Hara said:

“To further scale this privacy-forward solution, we’re collaborating to build open standards and contributing the PAIR protocol to the IAB Tech Lab. This will enable ad tech companies – and the industry as a whole – to adopt privacy-forward audience solutions that benefit everyone.

Shailley Singh, the executive vice president of product and chief operating officer of IAB Tech Lab, observed:

“It’s a big step towards making privacy-enhancing technologies mainstream in the programmatic supply chain.” He added, “We’re eagerly looking forward to ushering the PAIR protocol into an open industry standard.”

Seamlessly Integrating Generative AI Into Display & Video 360

The fourth announcement at the Google NewFront event focused on Google AI.

O’Hara said:

“The rise of programmatic advertising brought efficiency to media buying, but it’s time to evolve even further. We’ve heard from marketers and their media agencies that they expect a simpler, more intuitive DSP experience. So, we’re continuing to make Google AI an essential part of Display & Video 360, seamlessly integrating it into your workflows and bringing generative AI capabilities.”

She added:

“One of the first places you’ll see generative AI show up as a helpful collaborator in Display & Video 360 is in setting up your audience strategy with a feature called audience persona. Describe your ideal audience, and audience persona instantly generates a combination of audience segments that matches your goals.”

This tool enables agencies to select the right audiences from thousands of options while helping them uncover new, high-potential audiences. It improves unduplicated reach and delivers better results for their clients.

And even though Google AI offers suggestions, advertisers always have the final say. They can easily edit the generated selection, giving them full control over their campaigns.

Audience persona is expected to launch this summer, starting with Google’s audience and demographic segments.

“Of course, not all customers within an audience segment bring the same value to your business,” O’Hara acknowledged. “That’s where custom bidding comes in.”

This capability lets advertisers indicate their highest priorities within Display & Video 360. Then, Google AI uses these custom signals to focus on the impressions that deliver the results that an advertiser wants.

She said:

“Custom bidding now includes brand awareness and engagement objectives, so you can optimize for behaviors like ‘time on screen.’ We soon plan to add CTV-specific signals like genre as well.”

O’Hara concluded:

“Transparency is a key responsibility for Display & Video 360 as marketers harness the helpfulness of AI. This is why we’ve launched experiment center, a tool that lets you take control, test strategies and optimize the way you use Google AI for maximum impact.”

The tool’s dashboard offers top-line insights, enabling quick, data-driven decisions. The experiment center goes beyond tracking just conversions, providing a comprehensive view across the entire customer journey – from awareness to consideration and action.

It provides a new way for advertisers to see how their latest AI-powered strategies compare to their previous approaches and understand the impact of consolidating their video streaming buys on a single platform.

Youtube Evening Reception Failed To Share Any News

As I reported last week in Video Ad Spend And Trends Revealed Ahead Of IAB NewFronts 2024, social video is on track toward its second year of 20% year-over-year (YoY) growth and is projected to rise to $23.4 billion.

So, I was expecting YouTube to unveil umpteen updates to their digital video strategies during their evening reception. However, YouTube didn’t share any news or presentations during the closed event for customers.

Why not?

Well, it’s worth noting that this year’s YouTube Brandcast event, part of the broadcast upfront week, is scheduled for May 15, 2024 at Lincoln Center’s David Geffen Hall.

This is probably where YouTube plans to share a plethora of strategic insights with television network executives, major advertisers, and the media at the beginning of an important advertising sales period.

VidCon Anaheim 2024 will take place from June 26–29, 2024 at the Anaheim Convention Center. Over 55,000 attendees are expected to pack the Community, Creator, and Industry tracks. Stay tuned for more breaking news and important developments at this event.

In the old days, TV newscasters would say, “Don’t touch that dial” or “Film at 11.” But neither of these statements makes any sense today. These days, CTVs don’t have dials, and digital cameras don’t use film.

So, just as we’ve had to adjust to these changes in the way we watch TV, we’ll also need to adjust to the new way that Google and YouTube package and communicate their video strategies.

In 2023, YouTube revealed its strategic direction over three key events, and in 2024, we may not get a clear picture of the changing landscape until the end of June.

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