Getting Categorical About Video Ad Buys

dlVideo inventory ad spend is skyrocketing at an astonishing rate, rising 1,500% from Q4 2013 to Q2 2014, according to TubeMogul’s quarterly update, released late last week. This year alone, video ad impressions purchased programmatically have increased 140%.

“The rise in programmatic adoption can be attributed to advertisers increasingly leveraging the abundance of data across digital channels,” the report stated, “as well as publishers realizing increased revenues and efficiency from automated mediums.”

AdExchanger asked a handful of video chiefs to explain how they categorize video ad buying.

Click below to read their responses:

Michael Baliber, SVP, director of media strategy, ID Media

“We view in-stream video ad buys as the primary online video buying tactic vs. in-banner. We then divide in-stream video buys into two buckets – contextual ad buys and audience-based buys – due to the inherently different nature of each. We categorize premium buys under the contextual category, since we utilize strategic partners like Hulu and Crackle for each buy. Programmatic buys, which target audiences, fit into the audience silo and are usually completed with the help of ad network partners or programmatic partners like IPG Mediabrands’ Cadreon.”

Daniele Kohen, media director, Neo@Ogilvy

“Most of our video buys are in-stream, using programmatic or directly with publishers. We used to run more in-banner a couple of years ago; we now do some in-banner on mobile, but it’s rare these days.

We still rely on a few trusted networks, especially when we need help producing or resizing video assets.

Regardless of how we buy video, we only buy premium inventory. Our largest accounts at Neo are tech and B2B brands; for these type of clients, premium means ensuring quality and visible inventory, but also paying an additional premium to implement as many layers of brand-safety measures as possible. This will always prevail on those offering the lowest rates in the market.”

John Tuchtenhagen, SVP, media, DigitasLBi

“The video open exchange is quickly becoming an abandoned amusement park, benefitting no one: not brands, not thirdparty tech companies, not the exchanges themselves. Programmatic direct solves for this in a smart way.

Programmatic direct, or private marketplaces, allow premium publishers to create more biddable inventory for DR advertisers, and create clean, well-lit environments for brand advertisers to incorporate programmatic into their buys. DigitasLBi has created a unique infrastructure to enable our clients to move their video buys to programmatic direct sources, with many of the same ad-serving standards, third-party data and brand-safety features as in the display space.

This allows us to better address each of our clients’ video buys to their desired audience by both context and behavior. Solutions like programmatic direct and private marketplaces allow us to deliver these audiences across quality premium video inventory at scale.

Our goal is to only buy premium in-banner and focus efforts mainly on in-stream. Utilizing IAS and buying primarily through direct sources allows us to filter out auto-play and nonviewability in-banner”

Oscar Garza, director of programmatic, Essence

It’s quite simple at Essence. We do not buy any in-banner video; we do buy in-stream. Video, as a brand tool, should be delivered in an environment that allows the consumer to view the media in total, with audio, and at the right size to have maximum impact. In-banner does not allow this, in-stream does.

Typically, you’ll see advertisers segment their buys by platform and format. Given the advances in measurement for viewability and audience tools, we are able to simultaneously segment audiences by attitude and media consumption behavior. Imagine not only being able to make buys across multiple sites, but only target placements that are typically viewable for people that enjoy viewing. Audience is driving our buying practices here at Essence and as such can be applied to any format and device.”

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