Smart marketers have caught on that data-driven video advertising is unlocking significant branding opportunities, as well as adding layers of accuracy and efficiency to marketing plans. Today we begin the roll-out of a slate of important new enhancements to our video offering that will help brands engage with audiences throughout the entire customer journey.
To launch an effective branding campaign, marketers must determine who to engage and how to make a meaningful connection. These marketers utilize the Turn data management platform (DMP) to drive insights, empowering them to use video to reach their audience at the beginning or at any stage during the consumer journey. Additionally, the intelligence gathered from video campaigns informs omnichannel marketing decisions in order to communicate with audiences at the right moment on the right device.
However, running an effective video campaign is about more than just reaching the target audience; it’s about ensuring they experience the full impact of video with sight, sound and motion.
This is why we continue to invest in the development of our comprehensive video viewability solutions for brand marketers. We’ve just released our enhanced video viewability technology, already embraced by several of our brand marketers. Recently, a global CPG company ran a large-scale branding campaign that achieved both high viewability and engagement with an astounding 70% viewability and 80% video completion rate.
Our native viewability technology is at the core of the solution, leveraging user-level data to predict viewability at bid-time, increasing in-view rates and completion while maximizing reach. Of course, reporting by key metrics is included.
Listen to our team explain the leading-edge technical enhancements they’re making so video performs better for brands.
Turn even has the flexibility to go above and beyond the IAB/MRC standard by offering advanced viewability metrics: AVOC (audible and viewable on completion) or GroupM (100% in-view and for half the duration, audible). Our algorithm will optimize to the selected advanced metrics. Best of all, this technology is free to Turn advertisers.
For those brands choosing a more standard approach, using their preferred third-party vendor, we also offer pre-bid viewability targeting with Moat, Integral Ad Science and DoubleVerify (pre-bid video viewability targeting launches soon).
This solution would not be complete without access to powerful insights on campaign viewability through our analytics platform, DataMine. The complete Turn platform helps marketers put insights into action and fully maximize value of online video advertising.
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