Guest comment: Do B2B brands have the measure of VoD advertising?

Video-on-demand (VoD) is soaring, but how can brands effectively engage consumers on this fragmented platform? Dan Ruch VP Europe of Tremor Video (and chair of IAB video council) looks at B2B brands are thinking about VoD, and more importantly advertising on this platform. It’s all in the measurement technology available to them.


The advent of connected TV brings a whole new dimension to advertising on TV and VoD presents an opportunity for brands to drive targeted campaigns through video advertising. Video advertising has measurement technology that provides the detail that is changing the way B2B brands think about this medium.
Through catch up TV and the like, brands can not only consider whom they are targeting, but also whether or not their ad is working and more importantly, why it’s working.
Measurement technology now enable advertisers to gain true insight by looking at a wealth of signals such as time of day, geography, past viewing habits and more:
These signals provide advertisers with insight into how well an online video ad campaign is performing to KPIs and, again, more importantly, why.
With video advertising through connected TVs marketers can now consider options beyond generalisations and the simplistic clicks and impressions.
They can monitor, in real time, various environmental factors. These independent variables are behind the success of marketing KPIs. The way viewers interact with an ad; brand lift – the amount an ad raises positive perception; time spent – the amount of time a viewer spends with an ad, and of course, conversions. By measuring the signals that affect and impact the performance of the ad against these KPIs, marketers can learn far more about the reasons behind an ad’s success – or failure – and start to target their audience in a much more sophisticated way.
New technologies are enabling marketers to optimise their campaigns, not just toward demographics but towards the signals that exhibit the best performance against their KPIs. This gives advertisers the control, detail and insight needed to trigger an intelligent, informed and effective conversation with the real people that make up historically defined demographic groups.
I think this gives tremendous opportunities for B2B brands – whether or not they’re a large corporate – and we will see more B2B advertising as we move forward. Connected TV has provided a plaform that enables true targeting and measurable results which means that TV is now truly open to the masses. The difference being that the masses can now be targeted.
By Daniel Ruch
VP Europe
Tremor Video
www.tremorvideo.com