Google hosted its annual Google Marketing Live event in San Jose, California on Tuesday. During the live-streamed keynote address, Google executives announced several new features and initiatives coming to the company’s various advertising platforms. The event came just weeks after Google introduced three new (i.e., updated) advertising platforms – Google Ads, Google Marketing Platform and … Continued
TV and digital video advertising
For advertisers, video content has always been a great way to connect with audiences - the combination of sight, sound and motion allows brands to engage with consumers and tell their stories on a more emotional level. And, with more channels to access video content than ever before, brands have more ways to deliver that message to consumers.
TV and digital video both have a substantial number of monthly viewers. TV remains one of the best ways to reach massive audiences while digital video backs up its growing user-base with sophisticated targeting opportunities.
Monthly digital video viewers and TV viewers in the United States (in millions)
More channels for audiences to consume video content means more video ads to compete with. And, more video advertising means consumers are more likely to get overwhelmed and start blocking out messages that aren’t relevant to them.
Our video advertising solution
Like our other media campaigns, we leverage a media-agnostic approach where the consumer receiving the messages is always more important than the channel delivering it. We combine that mindset with our IDEA process to implement strategic video campaigns that deliver relevant messaging to target audiences.
Here’s how it works
We learn what audiences are most important to you.
We determine which video channels are most likely to reach them.
We implement video advertising campaigns across channels.
We track performance to inform future optimizations.
Digital video and TV ad campaigns
Network and spot ads on broadcast and cable TV
In terms of reach, there’s no vehicle more effective than TV. And, even though we preach reaching the right audiences, we still think reaching the masses is important.
Why? Because it allows advertisers like you to test their preconceived notions of what audiences are interested in their products. By reaching larger - yet still targeted - audiences, you can reach segments of interested consumers you might not have thought of yet.
Digital video advertising
Targeted video advertising on YouTube and programmatic networks
While TV takes care of the reach portion of your media mix, digital channels can provide the efficiency. Digital video advertising campaigns allow you to hone in on very specific audience segments and track their interactions with your ads.
Targeting options include:
- Online behavior
- Purchase intent
Video content has proved adept at engaging audiences with its combination of sight, sound and motion. And for years, TV was the main vehicle for audiences to consume video content on a regular basis. The combination of these two factors has driven years of heavy investment in TV commercials. But, things have changed. Video content remains … Continued