Marketers can get some relief from tedious campaign tasks and spend more time on the bigger picture thanks to new tools that let them automate optimizing a video campaign for viewability, completion rates and in-demo targeting simultaneously.
The new multiple-goal optimization feature uses technology honed from Turn’s expertise in designing predictive algorithms for direct response (DR) marketing. Customers who have used the feature have reported time savings of 70% or more compared to working with other video platforms. If it previously required three marketers to optimize a campaign, that work can now be done by one person. Importantly, some campaigns have boasted up to 80% viewability and 90% completion rates when these KPIs were optimized together.
Achieving such metrics is typically done piecemeal and in painstaking fashion. By allowing the platform to do the heavy-lifting, marketers are free to focus on their creative approach or understanding campaign effectiveness rather than worry if their video ads were viewed in their entirety and by the right audience.
While other ad tech companies claim to offer similar services, Turn’s solution is steeped in learning from our work in direct response and built into the platform, providing the added benefit of cost-savings. The solution’s algorithms were developed by data scientists at Turn who spent years developing technology that predicts consumer action.
Predicting views, completions and demo targeting can take real technical prowess and effort. Some competing platforms don’t want to do the hard work for marketers, and they take shortcuts when solving for viewability with algorithms that simply offer up sites with proven performance. This severely limits the scale of the buy. For instance, a website might be 50% viewable on average, but there are pockets of inventory that are 90% viewable and others that are 10% viewable. Pre-bid targeting sites over 50% in-view will ignore that website altogether, leaving a huge amount of high quality video inventory on the table.
The introduction is good news for marketers who increasingly find themselves exerting energy just to ensure whether their video ads have been seen. By leveraging Turn’s automated optimization to multiple key video goals,, those marketers can instead focus on their strategic and creative work. In other words, smart marketing.
For more on the new multiple goal optimization, see our post, “Our Tech Works Harder So Video Advertisers Don’t Have To.”
For more on demo targeting, see, “How to Reach Your Audiences in the Most Efficient Way Possible.”
Founded in 2005, Amobee is an advertising platform that understands how people consume content. Our goal is to optimize outcomes for advertisers and media companies, while providing a better consumer experience. Through our platform, we help customers further their audience development, optimize their cross channel performance across all TV, connected TV, and digital media, and drive new customer growth through detailed analytics and reporting. Amobee is a wholly owned subsidiary of Singtel, one of the largest communications technology companies in the world.
If you’re curious to learn more, watch the on-demand demo or take a deep dive into our Research & Insights section where you can find recent webinars on-demand, media plan insights & activation templates, and more data-driven content. If you’re ready to take the next step into a sustainable, consumer-first advertising future, contact us today.
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