REACHING CUSTOMERS WITH VIDEO ON-THE-GO ANYTIME, ANYWHERE
Our Senior Director of Digital Marketing, A.J. Falvo, who serves as the lead on all digital media/search implementations and direction, spoke during this month’s Advertising Week NYC 2016 – five days of seminars, events, workshops and presentations hosted by the brightest leaders and subject matter experts (SMEs) from the marketing and entertainment industries. During his seminar, the Digital Place Based Ad Association (DPAA)-sponsored “Future of Location and Video,” A.J. discussed how mobile, location data and digital Out of Home attributes are rapidly changing the traditional advertising paradigm and offering advertisers powerful cross-platform opportunities. We spoke to him about how Oxford is tackling the obstacles of reaching our CPG clients’ consumers while they’re out of their homes and how video has played a part in changing the landscape of engagement.
How can new mobile targeting technology on the market help Oxford more accurately and thoroughly report performance for our CPG clients’ campaigns as well as positively influence their strategy and objectives?
CPG brands that sell to channel retailers, not directly to the consumer, are unable to easily get the data to measure the performance of their campaigns, especially for mobile in-app advertising. One way to measure if a consumer has taken some type of action after seeing or clicking on an ad is by utilizing technology from SITO Mobile called Verified Walk-Ins. This allows us to measure unique walk-ins per store per channel retailer and gives you a KPI to measure the performance of the campaign you are running. At Oxford, we have taken it a step further and developed our own metrics to measure unique walk-ins per channel retail store to see which retailer is performing better.
This new metric gives us better insights into our campaign performance and gives us the ability to improve strategic planning for out-of-home, digital and in-store marketing.
How has Oxford adjusted our video strategy for our clients to account for the move from desktop to mobile viewing, and how do we utilize new technologies to conform with audience behavior and get the best value for our clients?
Mobile plays an important part in the daily lives of all consumers in the U.S. Due to larger smartphone screens, there has been an increase in viewing videos on mobile devices. Because of this behavior, we at Oxford have switched our strategy of how we use mobile video for awareness within our planning and allocation of media dollars and reallocated a larger percentage of our budgets to video on mobile devices. When we look back 3-5 years ago in the digital ad space, the majority of video ad dollars was allocated to desktop. Due to the behavior of the audience we are marketing to now, that has switched completely. We have also taken into account the demographics of the audience.
For the Millennial segment, especially, a much larger percentage of the budget is allocated to mobile video. We also have to take into account length when developing mobile pre-roll videos ads, especially to a younger demographic who typically wants content short and to the point. The standard is 15 seconds, but we are moving toward a 7-8-second standard because some platforms allow the viewer to skip the ad after 5 or 7 seconds.
Native Advertising is the latest ad format in digital advertising that produces better performance that typical display advertising. Many video programmatic platforms have adopted the cost-per-view (CPV) pricing model, which is more advantageous to the advertiser. This has allowed us to purchase video more efficiently, especially on mobile devices. We have incorporated into our media plans mobile native ad placements and are seeing higher engagement (completion rates and CTRs) than on desktop. As an agency, this is why we have fully embraced using mobile native video ads within our clients’ campaigns.