By Ginny Marvin, MarketingLand
November 18, 2013 – Tubemogul, the programmatic video advertising platform, has partnered with Resonate to offer “values and motivations-based” targeting for branding, issue and political marketers.
Resonate provides insights into users’ values, beliefs, attitudes and voting behaviors in addition to brand connections and product preferences. The company claims to collect anonymous browsing behavioral data streams for 90 percent of U.S. web users and conduct over 200 thousand online interviews with users annually.
The goal is to improve completion rates among target audiences. According to the companies, 15-second pre-roll ads had average completion rate of 90 percent compared to a benchmark of 77 percent where the Resonate data was not used. For 30-second pre-roll video ads, campaigns using Resonate data increased average completion rates to 76 percent up from the 71 percent benchmark.
“Video is one of the most powerful ways for brands to engage people on an emotional level. 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,” said Andy Hunn, Resonate COO. “For the first time ever, the messaging and positioning in video creative can be used as a fully scalable targeting option.”
The US digital video advertising market is expected to top $4 billion this year, up 41% from 2012. According to a survey by the IAB, 75 percent of US senior ad execs plan to shift more budgets from TV to digital video advertising.
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