The first step to running programmatic video advertising is to find a DSP (demand side platform) that allows you to manage, optimise and report on your campaigns. Keep in mind that you may choose to manage your own campaigns or you may choose a technology partner who can fully manage campaigns for you. Either way, before you can dive into programmatic buying, you need to understand these four stages of video ad campaign execution.

Step 1: Plan

This is the most detailed step, and probably the most important. Before your campaigns are planned or launched, you’ll need to determine your KPIs (key performance indicators). We’ve divided your KPIs into three groups: Engagement, Audience Reach and Brand Lift. While all are important, you should decide how your brand will prioritise these indicators. Which of these are most critical to your brand?

Engagement KPIs:

  • Completed views
  • CTR (Click-Through Rates)
  • Conversion

Audience Reach KPIs:

  • Served impressions
  • GRP/TRP (Gross Rating Point/ Targeted Rating Point)
  • In-target audience
  • Viewability

Brand Lift KPIs:

  • Awareness
  • Attitudes
  • Intent

Once you’ve decided which KPIs are most critical, you’ll need to define success. What goals do you need to hit? How often will you measure them?

Set goals. For each KPI you selected above, define the number (or range) you’ll need to hit. Once you’re comfortable with your platform, you’ll be able to set goals based on metrics from previous campaigns.

Determine frequency. You’ll also need to decide how often you’ll review performance. Depending on the length of your campaign and the KPIs you care about most, you may want to establish quarterly, weekly and even daily reviews. As you plan your campaigns, what goals will be associated with each period of time?

Step 2: Target

You’ve defined your KPIs, your metrics, and your review process. It’s time to set criteria for your first campaign. Here are five basic types of criteria to define ahead of campaigns.

Target audience — what are the demographics and behaviours you’re looking for?

Site and/or app selection — consider screens (i.e. desktop, mobile, tablet), content categories, content length, ad placement on page, type of traffic, and traffic volume. What are your requirements?

Pricing — what is the most you would pay for inventory to achieve your desired result and/or return on investment (i.e. your maximum bid)?

Length of campaign — how long will your campaign run?

Frequency capping — how many times will each consumer be shown an ad, or shown multiple ads within a campaign

Step 3: Optimise

One of the biggest advantages of programmatic buying is your ability to constantly iterate and adjust. Your DSP should make this easy to do, even in the middle of a campaign. That said, it’s up to you (or your technology partner) to decide what to test. Here are some factors to test and optimise:

•    Audience. Test different audience targets — which targets lead to the best sales lift, brand lift, or other key results?

•    Inventory. Try multiple publishers and content — how does your audience react to different placements?

•    Time of day/Day of week. Test running your ads throughout the day — when are your ads most effective?

•    Frequency capping. Adjust your capping — how often can you show an ad, or multiple ads within a campaign, before performance drops?

•    Creative. While it’s unusual, some video advertisers test variations of a single ad — which drives the best results?

Step 4: Report

The campaign is over — how did it go? How did your campaign measure up against your goals? What worked, and what didn’t? Here are three key areas to evaluate:

Audience — did you reach your intended consumers?

KPI success — did you hit your desired numbers around conversions, brand lift, etc.?

Optimisation — which of your test variations were most successful? What will you do differently in your next campaign?

By Tanya Colbourn, Manager of Optimisation & Strategy, BrightRoll

Originally posted 12 Ahead 21 May 2015