It’s the buzzword of the year in the digital advertising industry: cookieless.
Cookie alternative solutions and strategies are rapidly gaining traction, as the steady removal of third-party cookies from Google Chrome continues. Agencies, brands, and vendors alike are pivoting their digital advertising approaches in order to remain safeguarded from cookie deprecation. But which strategic shifts are the most essential to adapt to a cookieless future?
Proven cookieless success for 14+ years
While many ad tech providers are still researching and testing new cookieless solutions, AdDaptive’s accurate targeting and reporting technology has proven cookieless success for agencies and brands since 2010.
Rather than relying on often inaccurate business and consumer data gathered through third-party cookie placement, AdDaptive has always leveraged validated offline data. This real-world information is comprised of firmographic and demographic data in the form of SEC filings, business registrations, census data, and much more. Since the information is verified at the source when submitted, the accuracy of the data is ensured.
AdDaptive’s proprietary technology maps this validated offline data to unique digital identifiers for accurate targeting, regardless of how niche your intended audience is. With over 14 years of cookieless experience, advertisers can trust in AdDaptive to deliver effective results and actionable reports to help maximize ROAS.
Rely on AdDaptive’s future-proof, real-world data targeting and reporting solution to reach your target audiences with accuracy and scale, sans third-party cookies.
Ready to speak with a digital advertising expert? Book a meeting below.
Digiday’s March Media Buying Summit was held earlier this month, March 4-6, at the W hotel in Nashville, TN. This conference had the highest attendance in Digiday’s history. The event brought top media buyers and ad tech vendors from across the country together to discuss the latest industry trends and the future of digital advertising in 2024 and beyond. AdDaptive was proud to sponsor the event again, with 5 of our experts on-site in Nashville.
Over the course of the 3 day conference, attendees and sponsors discussed the various pain points, challenges, and opportunities that the new year has presented. The various presentations, town halls, one-on-one meetings, dinners, cocktail hours, and other networking opportunities proved to be productive and beneficial for all.
Challenges in 2024
One staple of Digiday’s annual conferences is the challenge board, which reveals the biggest concerns that media buyers currently have regarding the ever-changing industry and their roles. Accurate attribution and measurement still remains top-of-mind for many, as digital advertising solutions continue to evolve in the
post-cookie era. As both targeting and reporting methods continue to shift, media buyers need to ensure that the accuracy of their measurement tools isn’t compromised.
The challenge board also mentioned in-housing initiatives, talent acquisition, AI, and fluctuation of budgets. But the hottest topic of discussion by far was the various forms of targeting and reporting solutions currently available to digital advertisers. While many of these solutions are brand new this year, developed as a response to the market’s shift away from third-party cookies in 2024, some cookieless technologies have proven their success for over a decade.
Deciphering Different Technologies
The digital advertising industry has experienced steady growth year-over-year, especially since 2020 when the global pandemic shifted almost everything online. As the industry continues to grow, the number of ad tech vendors and advertising solutions seems to multiply exponentially. So how do media buyers decide which technology to use to run their campaigns amid market oversaturation?
The first thing to consider when comparing digital advertising platforms is data mapping. What databases are being used, and more importantly is the data validated? Can the solution target first-party data when provided? Is it still dependent on third-party cookies on any level? Does AI play a role? Can it target both businesses and consumers?
With AdDaptive’s proprietary technology, the answers have been clear for over a decade.
Trusted, Transparent, Cookieless Solutions
On the first day of the conference, March 4, AdDaptive’s VP of Sales, Ted McNulty, hosted a featured presentation titled “Leverage offline data for more accurate, scalable, and transparent campaigns,” which focused on the power of real-world data. For over a decade now, AdDaptive’s technology has proven its success with extremely accurate targeting and comprehensive, actionable campaign reports and insights.
By connecting validated, offline data to unique online identifiers with AdDaptive’s solution, advertisers are able to target any audience with both accuracy and scale, and track conversions and other KPIs all without the use of cookies.
This validated offline data includes SEC filings, business registration data, census data, building permits, and much more, which enables reaching the right accounts with the right message, regardless of how niche the intended audience may be.
Our cookieless solution has helped digital advertisers avoid
wasted impressions and produce positive business outcomes
since 2010. We have helped over 500 agencies launch tens of thousands of campaigns over the years, none of which have relied on third-party cookie data.
Trust in AdDaptive’s future-proof, cookieless technology to improve the accuracy, scalability, and transparency of your campaigns.
Ready to speak with a digital advertising expert? Book a meeting below.
Validated Offline Data: The Power of a Cookieless Digital Advertising Solution
February 15, 2024 |
Helen Bartkiewicz
Going Cookieless
2024 is here, and the gradual removal of cookies from Google Chrome is now well underway. Thankfully, there is no reason for advertisers to worry – the industry’s leading cookieless solutions can target far more accurately than technologies that still depend on data from cookies.
Ever since their conception, cookies have merely guessed information about businesses and individuals based on browsing history. Since the internet is so vast, what is entered into a search isn’t always necessarily aligned with intent to purchase. Many times internet users are simply looking for a quick answer to a question completely unrelated to their own personal interests.
For example, someone may search “what is the capital of Spain?” when the person has zero travel intentions – be it to Madrid, Spain or anywhere else in the world.
Another user may search “saddle pricing” as a gift for a family member with a horse in a stable, while the searcher themselves has no interest in horses or horseback riding. Additionally, a B2B purchaser could search for a competitor’s offerings strictly for comparison’s sake and market research. Of course the searcher would have zero intention of purchasing competing products or services.
In addition to these incorrect assumptions about a user’s interests, cookies also often outlive their worth. Once a cookie is placed on a browser, there is no way for the cookie to know the timespan of its relevance to the searcher. Someone could search for a new coffee maker, purchase said coffee maker the next day, and still receive digital ads for various coffee makers for weeks or even months after the fact. Data gathered through cookies is very often inaccurate, irrelevant, or outdated.
Validated and Verified
Offline data, on the other hand, is extremely accurate at its source. Offline data includes documents and data sources such as SEC filings, business registration data, building permits, census data, and more. Since the data in these forms is directly provided by the company or individual, the information is verified at the source. Above and beyond the innate validity of self-provided data, the information is legally verified to be factual regardless of the specific firmographic or demographic information in question. This allows for accurate targeting of any audience segment.
To summarize in one word, offline data is future-proof. Online search engines, websites, and various softwares can remove, mask, or block digital targeting identifiers in the form of cookies. But offline data is validated, both at the source and at an executive level.
Even when mapped to online identifiers, offline data maintains its integrity and verification status. Taking forms from filing cabinets and activating the information online makes the data actionable, and allows accurate digital ad targeting on both a company level and a consumer level. AdDaptive’s proprietary technology does just that, mapping offline data to digital identifiers online so advertisers can deliver ads to key audiences based on that verified connection.
Achieving Scale, with Accuracy
With offline data, reaching the right audience never becomes a question of quality vs. quantity or scale vs. accuracy. Connecting this validated offline data to online identifiers is AdDaptive’s specialty. Through the use of validated firmographic and demographic information mapped to reliable online data points rather than relying on cookies, AdDaptive can target any device, reaching even the most niche audiences at scale with accuracy. AdDaptive is proud to have match rates between 75-80%, while the industry average targeting match rate hovers just below 50%.
Above and beyond extremely accurate targeting, AdDaptive generates detailed, transparent reports for each campaign. These reports show the data on all of the targeting parameters, and furthermore provide the insights needed to fully optimize each campaign and prove the effectiveness of mapping offline data to online identifiers. The insights gained from these reports allow advertisers to further scale their campaigns without sacrificing accuracy.
That’s the AdDaptive advantage.
Ready to speak with a digital advertising expert? Book a meeting below.
Combat Digital Ad Fraud with Validated Data and Targeting Techniques
January 30, 2024 |
Helen Bartkiewicz
Digital advertising is ever-expanding, on both a domestic and a global scale. Ad spend continues to increase year-over-year, and forecasts predict further growth with seemingly no end in sight. 2023’s ad spend exceeded $600 billion worldwide, and is expected to reach $870 billion by 2027 with a steady annual growth rate between 8% and 11%.
With all of the money being poured into digital ad campaigns, the looming question is: How much of this ad spend is actually effective? If ad creatives aren’t reaching their respective intended audiences, the spend can be considered wasted. Impressions, clicks, and other figures can be inaccurate, either being intentionally falsified, inflated, or being served to online bots.
According to the Video Advertising Bureau (VAB), in 2023 approximately $35 billion in ad spend was lost to fraud, in North America alone. Globally, that figure reached over $84 billion. As the number of online bots continues to increase year over year, over 40% of all online traffic has now become invalid. So how can advertisers ensure that they are actually reaching their intended audience for each campaign, simultaneously avoiding bots and potential legal ramifications?
The key to avoiding bots is partnering with a trusted ad tech vendor who connects validated offline data to online identifiers rather than relying on cookies, since the vast majority of bot fraud can be tied to cookie usage. While some vendors purposefully manipulate campaign metrics by overcounting users, spoofing domains, stuffing cookies, ad stacking, or otherwise falsifying data, those who use validated business and consumer data from offline sources such as SEC filings, building permits, and census data provide accurate, reliable campaign reports and insights that reflect how the intended audience was targeted and the results of the targeting.
AdDaptive’s up-to-date offline data mapped to digital identifiers is a solution much less susceptible to fraud than cookie pools. Our technology is incredibly accurate in terms of attribution when compared to third-party cookies, which offer an audience match rate somewhere between 40% and 60%. The data pool and targeting techniques that AdDaptive uses, on the other hand, are over 97% verified at the source so you can be sure real people are seeing your ads, not bots.
“Mitigating the risk of ad fraud begins with the partnerships you make.” – VAB
Combat invalid ad traffic and avoid the ever-increasing amount of online bots with the help of AdDaptive’s verified, transparent solutions and technology.
As the digital advertising industry continues to expand year over year, advertisers are often overwhelmed by the sheer number of agencies and vendors in the market.
Agencies choosing an ad tech partner look for as much transparency as possible to foster trust, and brands look for transparency from their agencies for the same reason. Even brands with their own in-house teams benefit from working with managed services to give them a deeper level of transparency than they can get in-house.
Accurate, detailed, transparent analytics and insights from vendors like AdDaptive empower agencies and their brands to be confident that their campaigns have been fully optimized and that they are achieving the highest possible ROAS.
With true transparency comes true collaboration and genuine, positive results. When full clarity is provided at each step of the campaign, from budget allocation to delivery of impressions, reporting on account engagement levels for each creative, and everything in between, advertisers feel empowered and validated in their investments. Extensive, comprehensive, and transparent data and reporting are the foundation of digital advertising in today’s market.
Transparency at Each and Every Level
From ad tech vendors to agencies, to brands, to each individual campaign, transparency with information such as data, relevant analyses, and recommendations is the differentiating factor in advertising.
Finding vendor and agency partners who offer clarity when it comes to their technology, targeting, and reporting is paramount to future campaign success. While many position their solutions as top-quality, the proof comes from transparency.
Forming partnerships with those who open windows rather than building walls help maximize results.
Learn more in this infographic:
Ready to speak with a digital advertising expert? Book a meeting below.
As the year comes to a close, we’d like to take a quick look back on the hottest topics of 2023 as reflected by our most popular blog posts. Some common themes that we heard about from agencies and brands, industry analysts and experts, and various conference speakers throughout the year included cookieless targeting techniques, budget allocation, attribution, and campaign optimization.
The ad tech industry is always full of surprises. Read on to see how our list of top 5 blog posts aligns with your key takeaways from 2023, and how they can help you strategically plan for 2024.
5. Case Study Sessions: Niche Targeting
In fifth place, we have the first of three case study sessions from 2023. This post covers three examples of AdDaptive’s targeting success, highlighting the goals, solutions, and results of each campaign. Read the full post to learn how AdDaptive’s technology can reach even the most niche audience segments at scale.
4. Allocating Ad Spend Appropriately with Analytics
Our fourth most popular blog post focused on budget allocation decisions in the ever-expanding digital advertising space.Finding the ideal media mix can make or break a campaign, especially amid times of economic uncertainty, and this blog post covers how to find that “sweet spot” of media type combinations for each campaign. Out of our top 5 posts, this post had the longest average time on page for the year.
3. Digiday Programmatic Marketing Summit May 2023 Recap
Coming in at number three is our recap of Digiday’s Programmatic Marketing Summit, which took place in Palm Springs, CA back in May. AdDaptive was a proud sponsor of the event, along with three other Digiday conferences throughout the year. Discover the key industry news, trends, and updates discussed at the conference in the full blog post linked below.
The runner-up post for 2023, Flexible and AdDapt-Able, had the highest percentage of unique users among the top 5 posts. The blog post focuses on the flexibility that AdDaptive offers to our advertising partners in the form of no long-term commitments,
the ability to run several types of campaigns simultaneously, and real-time optimization and recommendations so you can adjust your campaigns to fit your needs at each and every step.
And finally, AdDaptive’s most popular blog post for
the year was the first post in our five part Expert Optimization series, featuring campaign optimization insights directly from our advertising and analytics experts.
This post alone accounted for over 10% of AdDaptive’s blog post views in 2023. Jump into the first part of our Expert Optimization series through the link below.
Thank you to our trusted advertising partners and dedicated employees for making 2023 a success, we look forward to further accomplishments in 2024 and beyond. In the meantime, visit our blog for more case study sessions, the full Expert Optimization series, and much more!
Ready to speak with a digital advertising expert? Book a meeting below.
Digiday Programmatic Marketing Summit December 2023 Recap
December 13, 2023 |
Helen Bartkiewicz
The final industry conference for 2023 was Digiday’s Programmatic Marketing Summit, which took place December 4-6 in New Orleans, LA. AdDaptive sponsored the event once again – our fourth Digiday conference for the year following the two Media Buying Summits in March and October and another Programmatic Marketing Summit back in May.
The Programmatic Marketing Summit brings industry professionals from across the country to one central location to connect with fellow marketing leaders and build trusted relationships. During the various presentations, town halls, one-on-one meetings, dinners, and more, attendees discussed the various pain points, challenges, opportunities, and new solutions advertisers are currently facing.
Attribution was a hot topic again at December’s conference; in fact, attribution has been a keyword at all four of the Digiday events in 2023. Another main topic of discussion was the removal of cookies from Google quickly approaching in 2024, and the various available alternatives to cookies. AdDaptive’s own VP of Sales, Ted McNulty, hosted a presentation at the end of the first day on one such alternative: validated offline data. Read on for a synopsis of these three key topics.
Attribution
This conference’s challenge board revealed that attribution still remains top-of-mind for many industry experts and professionals. With the ever-changing landscape of digital advertising, accurate attribution moving forward is a big question. And furthermore, as attribution methods continue to shift, how will advertisers apply these changes in attribution learnings to future campaigns?
How will attribution work in the cookieless environment of 2024 and beyond? The answer depends upon the ad tech being put to use. Accurate attribution and transparent reporting go hand-in-hand to elevate campaign success, both
in anticipation of and in response to the looming cookie depreciation. Relying on cookies to monitor engagement levels, allocate budgets, and prove ROAS is no longer feasible.
Going Cookieless
Agencies are feeling increasing pressure to find alternative solutions to those technologies which rely on cookies. The Digiday Programmatic Marketing Summit revealed that many decision-makers in the industry still aren’t ready for the removal of the third-party cookie. Industry executives rated the preparedness of the industry for next year’s cookie depreciation around a 4 or 5 on a scale of 1-10, and predict that some major steps still need to be taken in preparation of their full removal.
There are a few options that are currently available from major ad tech providers that avoid reliance on cookies, but many of them are still in beta testing or first-round trials. AdDaptive’s cookieless solutions, on the other hand, have been in use and proven successful for the last decade. Our VP of Sales, Ted McNulty, went into more detail regarding the benefits of working with validated offline data in his presentation on December 4th.
Validated Offline Data
The main benefit of using validated offline data – from SEC filings and business registration data, to census data, building permits, and beyond – is the overall accuracy. While cookies attempt to guess information about an individual based upon their browsing history, offline data is factual and provided by the company itself.
As McNulty further explained at the conference, targeting unique digital identifiers rather than using cookies allows for accurate targeting and scalability, regardless of how niche the intended audience may be.
“The harder your audience is to reach, the more valuable AdDaptive’s platform becomes” – Ted McNulty, VP of Sales at AdDaptive Intelligence
Over the last decade AdDaptive has worked with over 500 agencies to launch tens of thousands of campaigns, none of which have relied on third-party cookies. What makes AdDaptive different is our ability to connect validated offline data to online identifiers, to avoid wasted impressions and produce positive business outcomes for our clients.
Trust in AdDaptive’s future-proof technology to improve the accuracy, scalability, and transparency of your campaigns.
Ready to speak with a digital advertising expert? Book a meeting below.
Applying Attribution Learnings to Future Campaigns
November 15, 2023 |
Helen Bartkiewicz
This blog post serves to follow the first post of our Attribution series, Accurate Attribution to Drive Campaign Success, and goes into detail on how to effectively apply the attribution-related lessons learned from robust, transparent analytics reports.
Implementing Analytics Insights
Once an agency has formed a strategic partnership with a trusted ad tech vendor that helps you understand accurate attribution through robust, transparent reports, one big question still remains: What are the next steps?
How do you apply attribution learnings? What actions should be taken moving forward to optimize future campaigns?
The answer is multi-faceted. The results of each ad campaign are unique and can vary significantly. Valuable insights from post-campaign analytics reports can be implemented across many categories, four of which we will highlight here: search, social, sales and marketing, and subsequent campaigns. Let’s take a deeper look at exactly how these insights can be applied in each category.
Search
Since 89% of all buyer journeys – both B2B and B2C – begin with a search engine, search ad placement is crucial and top-of-mind for all kinds of advertisers and the brands they represent. As buyers’ needs are constantly shifting, so are their
online searches. Advertisers need to stay ahead of the game with their targeting techniques based on the data behind buyer intent.
That’s where analytics come into play.
AdDaptive’s reporting solutions provide industry-leading, transparent data to equip agencies and brands with the insights needed to target the right audience and the right time, with scale and accuracy. These campaign insights also help you determine which keywords to put your money behind based on which terms worked best in previous ad campaigns.
Forming a proper understanding of the data presented in these robust analytics reports can also help advertisers predict their target accounts’ intent to purchase. Our unique data-mapping uses over 1 billion trade experiences and over 178 million public records to score past and potential future performances of buyers across the US, providing pinpoint targeting. This precise targeting generates higher campaign engagement levels, and then leads to accurate attribution.
Social
The popularity of social media platforms has surged year over year since its conception and is predicted to continue to do so for the next few years. Social media users around the world aren’t tied to a single platform, either. “The average user now spreads their digital footprint across a staggering six to seven platforms every month.” As of 2023, around 4.9 billion people across the globe use social media – more than half of the current world population. By 2027, that number is expected to grow to 5.85 billion.
Since the universe of social media advertising is so extensive, ad spend could easily be wasted on an improper audience with no interest or need for the product or service being presented to them in a digital ad format. Strategic targeting is extremely important to reaching the right accounts and maximizing ROAS. This also entails proper attribution and complementing other social media ad formats on walled gardens such as LinkedIn, including native ads and boosted posts. For example, adding video – the most popular and effective media format in terms of generating ROI – to your existing media mix of display and native ads can boost campaign performance significantly.
Once again, the insights gained from post-campaign analytics reports can aid in the strategy and creation of supplemental social media ads to reach the right audience and fuel future sales. Looking specifically at which creative types or messages performed best in your ad campaigns gives you the opportunity to properly retarget your most receptive audience members in complementary social media campaigns.
Sales and Marketing
The more you know about your target accounts, including their online viewing habits, preferences, and buying intentions, the better equipped your sales and marketing teams will be to push said accounts through the sales funnel with
speed and ease.
The insights gained from robust analytics reports with transparent data are exactly what your sales and marketing teams need.
This information can be used to help personalize sales outreach in the form of emails, phone calls, social media messages, and more. Generic sales outreach messaging rarely gains attention from the target audience; personalization in the form of understanding each potential buyer’s needs is imperative when it comes to eliciting a response from the account. This personalization goes beyond simple use of the person’s name, job title, company, etc.; using the data insights from ad campaign reports, outreach can be personalized to mention the target account’s current purchasing interests.
Marketing teams similarly require access to in-depth insights about prospective customers in order to create buyer personas and segmented marketing campaigns for each persona, filled with personalized messaging and custom content. Accurate attribution is a necessity.
The combination of sales and marketing efforts, as guided by analytics insights from post-campaign reports, is essential to warming leads, closing sales, and increasing ROAS.
Subsequent Ad Campaigns
A fourth and final category to highlight is the optimization of future ad campaigns. Analytics reports clearly present impressions served and engagement levels for each list of target accounts, so agencies and brands can revamp their ABM lists to streamline their targeting in subsequent ad campaigns.
Above and beyond rebuilding said lists, forming a full understanding of audience engagement with each brand’s content benefits future strategization, creation, and optimization of each flight to achieve the highest level of campaign success across all digital media platforms. Seeing exactly which target accounts are engaging with your content, and in which format – display, native, video, CTV, or programmatic audio – helps streamline re-targeting efforts. Breaking the ABM lists down further into hot, warm, and cold accounts and allocating ad spend to the preferred media types for each segment leads to the highest level of ROAS and overall future campaign success.
Summary
From search to social, sales and marketing, subsequent campaigns and beyond, detailed analytics are extremely important for advertisers at each and every step throughout campaign flights. Being able to attribute successful efforts to engagement or revenue will help you determine where to allocate your time and resources to give the best results.Streamline your future advertising efforts and push accounts through the sales funnel with ease and efficiency using transparent data insights.
Trust in AdDaptive’s robust, transparent reporting solutions to elevate your advertising efforts now and in the long-term, with accurate attribution.
Ready to speak with a digital advertising expert? Book a meeting below.
This year’s October Digiday Media Buying Summit was held October 3-5 in Naples, Florida at the Ritz Carlton. AdDaptive was proud to sponsor a third Digiday conference thus far in 2023, following the March Media Buying Summit and May’s Programmatic Marketing Summit.
Leaders from top tier agencies all around the country met to discuss the latest trends, news, developments, and opportunities in the ad tech industry. AdDaptive’s Sales Directors and Sales Managers were delighted to have the opportunity once again to connect with clients, prospects, and industry experts face-to-face. Topics of conversation and presentations ranged from omnichannel approaches, to the impending removal of cookies, to data transparency, and even AI. Here are some key takeaways.
Accurate Attribution and Measurement
Vendors and agencies alike have a constant focus on accurate ad measurement and proper attribution. With the impending changes coming from Google in the form of Sandbox initiatives and the accompanying removal of third-party cookies, alternative forms of measurement have been quickly gaining attention and popularity. This diversity of measurement tools and techniques also aids accurate tracking between various media types, especially newer formats like CTV.
Data Transparency
Another hot topic from various panels, presentations, and general conversations at the conference was data transparency. Transparency matters at two stages of the ad buying process – transparency between agencies and brands, and transparency between vendors and agencies.
Open sharing of data and insights builds trust and encourages future business with the ad tech partner or brand in question.
Brand In-Housing Still Provides Opportunity for Agencies
Transparency is also key when it comes to working with brand in-housing teams. A recent increase in in-housing initiatives is not necessarily a negative sign for agencies. Many newly launched in-house solutions only focus on one form of advertisement, such as search or social. They still need help from agencies to run and report on their programmatic advertising.
Brands with partial in-housing solutions still work closely with agencies around strategy, data onboarding, customer service, and analytics. There is still a large need for agencies, especially those who offer full transparency to their brands in a true sign of partnership.
Forming Strategic Ad Tech Partnerships
Speaking of partnerships, AdDaptive’s Senior National Sales Director, Michael Powell, spoke during a featured session titled “Leverage Strategic Partnerships for Programmatic Success.”
Michael’s presentation focused on the importance of finding an ad tech partner that offers accurate and transparent targeting, optimization, analytics, and insights alongside a wide range of measurement tools. This helps agencies and their brands stay ahead of the competition and appropriately prioritize their advertising efforts to maximize the success of each campaign. Finding a strategic partner like AdDaptive will significantly boost ROAS and streamline the campaign planning process.
As always, the October 2023 Digiday Media Buying Summit provided helpful industry insights for vendors and agencies alike, and AdDaptive was thrilled to participate in and sponsor the event. We hope to see some familiar faces as well as make new connections at the next Digiday conference – the Programmatic Marketing Summit, December 4-6 in New Orleans, LA.
Ready to speak with a digital advertising expert? Book a meeting below.
Add Video Advertising to Campaigns to Boost Engagement
October 24, 2023 |
Helen Bartkiewicz
The Popularity of Video Ads
Among the available digital advertising media types, video has been proven to be the most popular medium among advertisers, B2B buyers, and consumers alike when paired with display and native ads. As Hubspot’s 2023 State of Marketing Report shows:
Millennials in particular prefer to consume content through online videos over any other form. But still, among all generations of decision-makers 75% view work-related videos at least once a week, and two thirds of these decision-makers visit the company’s website after viewing said videos.
Marketers have also been picking up on the success of video. Since 2020, over 90% of digital marketers have considered video advertising to be an essential part of their media mix, with 88% reporting increased ROI thanks to their video marketing efforts.
So, what exactly contributes to video advertising’s popularity?
Prioritizing Audience Preferences Leads to Positive Results
Social media platforms – including Facebook, Twitter, Instagram, Snapchat, and more – favor video over static images and text-based ads and position them more prominently. Well-made ads in the form of a video are more appealing than short-form text, since they help potential buyers visualize a company’s product and/or service offerings in a format that is faster and easier to consume.
Considering the continual rise in popularity of TikTok videos and Facebook reels, it’s no wonder why advertisers have shifted their budgets towards videos. Especially since, on average:
AdDaptive is well versed in running video ads pre, mid, and post-roll across all screens and devices. Our trusted technology, along with the optimization skills of our expert account management team, deploys video ads in the most effective way, achieving an average VCR of 77% compared to the industry average of 70%.
Our Media Type Combinations report exemplifies the success that agencies and brands have experienced by adding video to their media mix. A combination of display, native, and video yielded the highest unique account reach at 93.05%. In contrast, when video was not included there was a sharp decrease across all levels of engagement. The addition of video to the foundational media mix of display and native advertisements increases CTR and landing page engagement significantly.
Trust in AdDaptive to help you strategically organize your media type investments, to increase campaign success and overall ROI with the use of video advertising.
Ready to speak with a digital advertising expert? Book a meeting below.
