This week’s IAB figures showed that UK video advertising grew 46% to £160.0 million from £109.0 million, accounting for 12% of online and mobile display in 2012. In the last three years video ad spend has increased almost six-fold (471%). Adrian Moxley, Co-Founder & CMO at WeSEE, looks at why video now needs more sophisticated targeting tools beyond keyword tagging…
These most recent figures published by IAB are evidentiary of the significant leaps we’ve already seen in the growth of video advertising in recent years.
Video content is becoming more appealing based on the interactive experience it can offer viewers and it is essential that advertisers take advantage of this medium thoughtfully by delivering targeted ads that will lead to increased click-through rates and conversions.
As such, it is increasingly important for brand advertisers to direct their digital spend carefully in order to achieve the best results. Sole reliance on keyword tagging in content doesn’t always produce the best results in terms of targeting ads to relevant content.
Where keywords fall short, visual recognition technology can pick up on more subtle content cues, allowing advertisers to target individuals with more relevant, highly targeted messages.
As brand advertisers become more savvy with regards to video ad targeting, we’ll see a more nuanced focus on video ad targeting; brands stand a lot to gain from engaging with consumers at the right time within brand relevant content.
By Adrian Moxley
Co-Founder & CMO
WeSEE Ltd
www.weesee.com