Digital Video Advertising Best Practices 2017: Expert Insights for More Effective Campaigns - eMarketer
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Digital Video Advertising Best Practices 2017: Expert Insights for More Effective Campaigns

eMarketer Report

By: eMarketer

Published: January 12, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

US digital video ad spending topped $10 billion in 2016 and is on track to approach $18 billion by 2020. This sustained growth makes video one of the brightest spots in the digital advertising market, but has also created several difficult problems that industry practitioners are working to solve: ad blocking, fraud, a profusion of low-quality inventory and increasingly ineffective use of TV-style advertising on digital platforms.

  • Current best practices for digital video advertising in the US include audience-based buying, refined targeting, advanced metrics and the use of third-party verification.
  • Industry experts also recommend personalization, branding ads early and often, and matching ad formats to the many devices, platforms and content types available to marketers.
  • Authenticity and relevance are especially important, particularly for marketers seeking to connect with millennial audiences through influencer marketing and live video.
  • Practitioners are advising against the tried-and-true, and now tired, practice of repurposing TV ads for digital. They instead recommend focusing on the user experience as a countermeasure against fraud and ad blocking.
  • Whereas past digital video campaigns tended to focus on brand awareness, some experts advocate the use of video to drive more concrete outcomes such as sales, site visits and foot traffic.

"Led by especially strong momentum in mobile video, US digital video ad spending will grow at double-digit rates every year through 2020, culminating a total of $17.95 billion at that time."

Table of Contents

No. 1: Buy Audience First

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No. 2: Refine Your Targeting

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No. 3: Refine Your Metrics

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No. 4: Use Third-Party Verification

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No. 5: Stop Making Digital Ads from TV Scraps

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No. 6: Tailor Ad Formats to Platforms, Devices and Content

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No. 7: Keep Video Ads Short, and Brand Early and Often

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No. 8: Personalize It

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No. 9: Convey Authenticity

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No. 10: Pick the Right Time and Place to Go Live

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No. 11: Tread Carefully with Messaging Apps

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No. 12: Use Video to Drive Performance

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No. 13: Get Smart About Fighting Fraud

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No. 14: Fight Ad Blocking with Good Ad Experiences

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No. 15: If It’s Too Good to Be True ...

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1 charts are included in the full report:

Digital Video Advertising Best Practices 2017: Expert Insights for More Effective Campaigns

US Digital Video Ad Spending, by Device, 2015-2020 (billions and % change)