Online video marketing firm, TubeMogul, has sought the consumer insight services of Resonate to help it more accurately place media in front of the eyes of consumers.
With Resonate’s help, TubeMogul will be able to provide what it is calling motivation-based targeting. In theory, the delivery of specific ads will be swayed by a person’s social values, personal beliefs and product preferences.
Video has perhaps struggled to be on a par with traditional display. Blame could be apportioned to breadth of creative or poor targeting, but it is the accuracy of ad placement that Andy Hunn, chief operating officer at Resonate, is hoping to address.
“Video is one of the most powerful ways for brands to engage people on an emotional level,” Hunn revealed. “Adding the ability to deliver that video based on what people believe in not only results in greater engagement, but also a true understanding of the motivation behind that engagement.”
“For the first time ever, the messaging and positioning in video creative can be used as a fully scalable targeting option.”
Breaking new ground
Both companies insist they are breaking new ground by coupling who is engaging and who is being reached with the personal motivations behind why consumers are choosing to take these actions.
Accuracy breeds success in display advertising and the wiser tech solutions are doing their utmost to improve this aspect through various partnerships. Just this year TubeMogul signed a deal to broaden its coverage of the French market.
Resonate owns terabytes of audience demographic, behavioural and purchase data, which TubeMogul’s vice president of marketing, Keith Eadie, says is ripe for use in media buying, influence messaging and creative strategy.
“Video advertising is the art — and, increasingly, science — of creating lasting connections with consumers, so having data on why they take action is incredibly important,” Eadie said. “Coupled with software-driven buying, marketers are in a great position to act on this information in a meaningful way.”
Marketers taking advantage of the new data will be able to engage with the audience demographic that is most receptive to their messaging and initial tests undertaken by the two companies have topped benchmarks for completion rates.
Pre-roll ads that lasted 15 seconds produced the best performance, amounting to an average completion rate of 90%, which was higher than the benchmark of 77% where the data was not used.
There was less of an improvement with longer 30-second pre-roll media. Benchmark campaigns managed just 71%, however when Resonate data was used to assist targeting, completion rate moved up to 76%.