Video is perhaps the most effective medium for storytelling and encouraging a response.
Whether the response be an emotion or more deliberate action like a search or purchase, video works. In recent history, the main delivery method for video was television (via broadcast, cable and satellite). It was relatively easy to place, 100% viewable and people watched in great numbers. But that was then. Let’s face it, your video strategy must evolve if it hasn’t already.
According to data from one video ad platform, Videology, “Digital video advertisers want their campaigns to reach viewers no matter the device.” Viewing has shifted from traditional TV to three main devices: PC, mobile and Connected TV (TV’s connected to the internet).
Reaching Viewers on All Devices
At TEC Direct Media we are executing video strategies using a mix of today’s video channels that reach viewers on all devices. We plan and buy video campaigns using proprietary technology and traditional or programmatic methods.
For example, when it comes to digital video, our proprietary video technology, TECVu goes beyond basic keyword, category or channel targeting. We utilize semantic targeting to provide a custom filtering solution that mitigates brand risk and increases performance.
Instead of merely targeting pre-roll by demo (doesn’t work for video) or basic searches (“old school” yielding too many false positives), TECVu identifies the content most likely to generate the intended outcomes such as viewability, viewthrough rate or clickthrough rate.
With TECVu, we’re able to identify viewers’ real-time video interests for your highly relevant pre-roll advertisements and can precisely target the viewer on a variety of parameters; from what device they’re on, when they’re on it and where they are — even dependent upon the weather in that locale or simultaneously when the same ad is running on TV.
The ad is relevant to the viewer’s interest, which means more engagement and better KPIs.