Marketers to Use Targeting to Improve Online Video Metrics

Earlier this week, I blogged about the latest findings on online video advertising and consumer viewing trends.  While view to completion numbers appear to be dropping, there are a number of steps marketers can take to improve consumer engagement with their promotional videos. One strategy includes improved targeting of the audience, as outlined by the findings in AdoTube’s latest study.

AdoTube, a provider of a in-​stream/​in-​video solution has found that careful targeting of an online audience can improve the view rates of in-​video ads. The company uses its trademarked Response-​Based Targeting system to help marketers find the audience segment that “has an interest in the advertiser’s message.”  Because the company has collected information from site visitors , it can then use the data to establish audience segments and categorize groups of consumers through demographic, psychographic, vertical, and behavioral data points for marketers.  At the same time, the company is taking appropriate steps to protect consumer privacy by complying with guidelines established by Internet Advertising Bureau (IAB) and the Direct Marketing Association (DMA).

Using this methodology, marketers can experience better engagement rates for videos.  In the AdoTube study, the following improvements were noted:

  • Click-​through rates (CTR) rose from 22% to 35%
  • View-​through rates increased from 17% to 24%
  • Brand effectiveness (awareness and purchase intent) jumped to over 30%

Steven Jones, Chief Strategy and Operations Officer, says “[t]his level of targeting leads to more relevant ads and a better user experience for the consumer without sacrificing privacy.” Marketers will likely be considering a variety of targeting strategies for online video this year. Several studies have pointed to increased marketer intent to  use  this marketing format. They will need a competitive angle to improve their ROI and the targeting strategy being promoted by AdoTube has promise.

[Source: AdoTube’s Responsed-​BasedTM Targeting. Adotube​.com. 24 Feb. 2011. Web. 16 Web. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.