Digital Video Advertising Best Practices 2018: Connecting the Dots Across Screens and Formats - eMarketer

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Digital Video Advertising Best Practices 2018: Connecting the Dots Across Screens and Formats

eMarketer Report

By: eMarketer

Published: February 22, 2018

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

Executive Summary

The US digital video advertising industry’s growth is unmistakable: Between 2018 and 2021, it will increase by double-digit percentages annually, topping $22 billion by the end of that period. It is also gaining in complexity. Each year brings new formats, devices, platforms, ways of transacting video ads and, accordingly, new best practices.

  • Some of the best practices industry experts shared in early 2017 continue to be top of mind, including focusing on short ads, front-loading branding elements, using detailed targeting criteria, and making ads contextually relevant to the space around them.
  • Other best practices have taken hold over the past year, in areas such as outstream video, brand safety and fraud reduction. Some of these were in response to specific events and trends that unfolded in 2017.
  • Connected TV advertising will be a big focus for 2018. The audience is primed and ready, the devices are numerous and increasingly sophisticated, and there are multiple content platforms to support the ecosystem. The last remaining piece of the puzzle is a robust ad economy, and by many indications this will be the year when it starts to scale.

"US digital video ad spending will grow at double-digit annual rates through at least 2021, reaching $22.18 billion by that time, or 17.2% of all digital ad spending."

Table of Contents

Create Platform-Specific Advertising

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Experts Sound Off on … Sound Off!

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Match Pre-Roll Duration to Clip Length

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Plan for Format Complexity at the Creative Stage

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Embrace Audience-Based Buying

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Deliver Relevance

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Emphasize Brand Safety and a Positive User Experience

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Use ads.txt to Combat Ad Fraud

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Prepare to Ramp Up Connected TV Advertising

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Pay Attention to Frequency Capping

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Harness Your Data

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Make Outstream Video Contextually Relevant, and Silent

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Keep Focusing on Viewability

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Don’t Overlook Performance Marketing

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Experiment and Iterate

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3 charts are included in the full report:

Digital Video Advertising Best Practices 2018: Connecting the Dots Across Screens and Formats

US Digital Video Ad Spending, 2017-2021 (billions, % change and % of total digital ad spending)

Use ads.txt to Combat Ad Fraud

US Programmatic Digital Video Ad Spending, 2015-2019 (billions, % change and % of total digital video ad spending)

Prepare to Ramp Up Connected TV Advertising

US Connected TV Users and Penetration, 2016-2021 (millions, % of population and % of internet users)