Channels
Online Video
Online video (OLV) is a digital marketing powerhouse. It combines the benefits of programmatic, including targeting and optimization, with the benefits of video, conveying emotion, humor, and how your brand feels.
What is Online Video?
Online video is the term for digital video ads served on desktop and mobile, most commonly short-form content on news, entertainment, sports sites, and more, and on video platforms like Youtube.
Emotionally Engaging
Online video captures attention like few other formats can. It allows you to not just tell people about your brand, but show them what it feels like.
Real-Time Metrics
OLV combines the benefits of programmatic with the benefits of video: reaching niche target audiences and real-time optimization throughtout your campaign.
Cross-Device Reach
OLV can reach customers on desktop, tablet, and mobile, supplementing your CTV/OTT ads with additional placements on websites and feeds.
Channel Description
All About Online Video
KPIs
- Impressions: How many total times was the ad served, including multiple times to the same person
- Cost Per View (CPV): How much the advertiser paid for each view
- Cost Per Thousand (CPM): The total cost of campaign, divided by total number of impressions, times 1000
- Reach: The number of unique viewers reached
Video Completion Rate: Times the ad was viewed in its entirety - Revenue: The amount of revenue generated by the campaign
- Frequency: The amount of times the ad has been viewed per household
- Conversions: How many people took the desired action of the campaign, like made a call, purchased the product, or visited in store
- Cost Per Acquisition (CPA): Divide the total revenue generated by number of conversions
- Return on Ad Spend (ROAS): The revenue of campaign divided by total spend
Targeting options
- First-and-Third Party Data: Either your own customer database or data options within a DSP
- Retargeting: People who have already taken an action with your company
- Behavioral: For example, someone abandoned their cart
- Contextual: A person with interests similar to your customers’
- Demographic: A person’s job, age, gender, location, etc.
Common OLV ad Types
- In-Stream Ads: Play before, during, or after videos, on Google, Facebook, Youtube, and others; can be skippable or non-skippable, and include interactive elements
- Pre-Roll: Play before the selected content starts
- Mid-Roll: Play during the selected content, like a commercial break
- Post-Roll: Play at the end of the selected content
- Outstream Ads: Appear in non-video contexts like articles & blogs.
- Bumper Ads: 6 second, non-skippable ads
- Native Ads: Have the same design as the content they are in, giving a natural, blended feel to the ad
Channels
The Top Programmatic Channels
Channels are digital and physical spaces where you can run messaging that reaches your community. Version2 guides you to select and activate omni-channel advertising, so you can select the most effective format, pivot to what works, and retarget your customers.
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