Video advertising is evolving. As tried and true marketing formulas are proving less reliable than ever before and video consumption is at an all-time high, marketers are turning to video to not only accomplish branding and awareness objectives but also deliver an unprecedented level of accountability and innovation.

OUTCOMES, a Beet.TV leadership summit, is bringing together the individuals and companies that are leading the emergence of outcome-based video marketing in one place, for the first time. It’s at the convergence of data, media and creative that marketers are finally able to leverage video marketing strategies to drive measurable ROAS.

On March 9, the leaders in outcome-based video marketing will come together for a one-day event to discuss everything affecting this rapidly growing category of video advertising. Speakers include: Tom Rogers, Chairman and CEO, TRget Media; David Moore, WPP Digital Chairman, Xaxis; Andrew Feigenson, CRO, Nielsen Catalina Solutions and many more, representing the most important viewpoints in the industry to help advertisers move their video campaigns toward more concrete metrics.

Learn more about the event here, and we’re looking forward to seeing you on March 9 in New York!




One of the biggest challenges marketers face occurs when they encounter an unexpected media-buying opportunity.

With finite budgets planned out sometimes up to a year in advance, it’s easy to pass on good opportunities because the price tag is too high. Too often, marketers let good campaigns slip through their fingers because their current programs show promise and are much less expensive.

Programmatic media cost can be a major factor in this equation. Banner ads are budget friendly, easy to track and allow marketers to target a specific audience while video ad inventory is much more expensive, thus automatically increasing the cost of the campaign. Although banner ads save money in the short term, these campaigns are less effective overall. Instead of investing $100,000 to drive $600,000 in additional sales, a marketer can wind up spending $50,000 to generate a measly $20,000 in incremental revenues. Marketers need to get the spend right, but it needs to relative to the value the campaign brings, which will save them a major headache in the long run. 

When approaching digital media, marketers should think less about the programmatic media cost of a new campaign and more about the value that campaign will deliver. While price considerations are certainly valid, brands must carefully consider how different services and inventory types contribute to their overall return on investment. More often than not, a well-executed media campaign will pay for itself.

WHEN IT COMES TO QUALITY INVENTORY, VIDEO BEATS DISPLAY

One of the big benefits of programmatic technology is that it allows marketers to reach a given audience with relevant messaging across a wide range of platforms, formats and devices. However, a brand’s ability to make an impact with that audience varies a great deal based on what tactics they’re using to communicate their brand.

For instance, the programmatic media cost of a banner ad is pretty low, so a marketer can easily reach the right person at a low price. What this doesn’t account for is that the ad will have to compete for attention with the content the user is consuming and a number of other display ads on the page. At a time when 86 percent of consumers are ignoring banner ads altogether, brands will be lucky if a consumer focuses on their banner message for even a fraction of a second.

By contrast, pre-roll or mid-roll video ads takes up the entire screen, giving advertisers 15 or 30 seconds of uninterrupted time with the viewer. Viewer attention span is amplified when viewing premium video content; according to a recent report from FreeWheel, viewers watching premium video content complete 78 percent of the pre-roll ads they see. Although programmatic media cost for this placement will be higher than for a standard banner ad, the ad experience is much more impactful and consumers are more likely to pay attention to the brand’s message, particularly when targeted at the right audiences.

MAXIMIZING RESULTS WITH AN END-TO-END CAMPAIGN 

Additionally, the way marketers have traditionally broken video campaigns down into their various components doesn’t help with the cost/benefit equation. For instance, it’s quite common for brands to hire a creative agency to develop the video ads, then they go to the brand’s media agency where the audience is determined and finally, they make it to the media publisher to actually run the campaign. In this scenario, the media and target audience aren’t informing or talking to the creative at all, which creates a disconnect in the campaign.

This fragmentation makes it much harder to build a campaign in which the creative, audience and media-buying strategies work in cooperation to drive the advertiser’s intended results. While a retailer’s creative team can put together an ad touting its back-to-school specials, the content is only effective if it resonates with its various audience segments, such as parents of elementary school children versus parents of high school kids.

Marketers are more likely to see success if they can find a partner that manages the creative, audience and media all together. That way, all pieces of the campaign can inform each other as they launch, so if a certain creative is working really well with known buyers of the brand, then the brand can increase spend in that sector. In addition to benefitting from the unique expertise of a close partner, this strategy creates holistic, integrated marketing plans where every aspect of the campaign is linked together—from the creation of the initial KPIs, audience selection and content creation to the measurement of results after the campaign runs.

A SHORT-TERM INVESTMENT FOR LONG-TERM SUCCESS

Digital marketing is increasingly becoming an arms race, with more money flooding into the market in each passing quarter. In order to succeed in such a crowded environment, brands have to evaluate programmatic media costs in a necessary effort to reach the right people with the right message—and in a setting where the user is really paying attention to what they have to say.

By making decisions based on value rather than price, marketers can give themselves the latitude to acquire quality inventory and build sophisticated plans for influencing their target customers. Although they might miss the extra budget in the short term, they’ll be glad to have spent it wisely when their bosses measure the performance of marketing campaigns to determine budget for the next fiscal year.  

LEARN MORE ABOUT HOW 1-TO-1 VIDEO PERSONALIZATION WORKS TO CREATE THE BEST RESULTS.




Each year, the ANA Masters of Marketing conference attracts the heaviest hitters in the marketing industry.

Keynotes from well-established brands like P&G contrasted with similarly innovative, though wildly different, ideas from Gary Vaynerchuk, and the audience of nearly 3,000 marketers was all the better for it.

Below, our team shares their biggest takeaways from the event, including how creative has gotten lost with higher production needs and why your brand’s promise to consumers is the most important thing you own.

MARKETERS ARE BRINGING CREATIVE BACK TO THE SPOTLIGHT

Nick TarantNick Tarant, VP of Sales

With the emergence of digital channels and media delivery, clients immersed themselves in attribution and media mix modeling—sometimes dancing on the head of a pin with how to slice and dice campaigns and bullets of information. P&G’s Chief Brand Officer, Mark Pritchard, declared that the result is a lot of “crap in the marketplace,” as far as content is concerned. This sentiment was echoed several times which means a new emphasis on creative content is about to take shape, at least for the larger blue-chip brands who ultimately dictate the tone and manner of the general marketplace.

CREATIVE IS ONLY TRULY GREAT IF IT ALSO WORKS 

Debby HanniganDebby Hannigan, VP of Sales

This year’s Masters of Marketing was all about the need for creative storytelling. The call for excellent creative—and hiring and retaining that talent—was incredibly strong. Telling a compelling story is the key component for incentivizing action within your customer base. However, the underlying part of any successful creative is being able to measure those outcomes. A brand only really knows that their creative resonated with their audience if it led to real, measurable sales, right?

As Deb Wahl, the CMO of McDonald’s, said, you need to see “business outcomes at every point.” It’s this intersection of creative, data and measurement that will allow marketers to succeed in an increasingly competitive market.

ALWAYS STAY TRUE TO YOUR BRAND—IT’S WHY YOUR CUSTOMERS ARE THERE IN THE FIRST PLACE

fiona-mcindoeFiona McIndoe, VP of Sales

In an effort to keep up with the always-on, always-connected consumer, marketers are pulled in a zillion directions and the work tends to suffer because of that. We’re creating too much content for too many screens and too many channels. There are so many different outlets that we need to be on nowadays that our core message and value proposition—the key to who you are as a brand—is getting lost along the way.

This issue became a real-world exercise for Mattel when repositioning their Barbie doll line. The brand knew it needed to be more relevant for today’s girls, but prior to being able to decide “what” the new Barbie would look like, Mattel’s Juliana Chugg asked the key question of “why” do girls pick Barbie in the first place? By pausing and answering that at the outset, they were able to reinvent an iconic brand that continued to be true to what the brand is at its core.

It’s a lesson for today’s marketers in a cluttered landscape: Know what you stand for and have a clear promise from your brand.

DATA IS TAKING CENTER STAGE FOR OUTCOME-BASED MARKETING 

Dave DonnellyDave Donnelly, SVP Sales

With advancements in data and targeting, marketers can really show returns for every single ad dollar they spend. This was the focus for Alison Lewis, CMO for Johnson & Johnson, during her presentation. Leading the marketing for so many brands isn’t easy, but when you start every strategy with consumer data and past purchase behavior, you can expect to see real, measurable returns. Scale and personalization are cornerstones for each of her brands’ marketing efforts; this combination of data and creative led one of her brands to create 88 different creative units for a single campaign that drove $5.40 in ROAS. As Lewis said, “At Johnson & Johnson, we’re all about the outcome.” It shows, and more marketers should put data at the center of their campaigns to drive real outcomes for their businesses.

Masters of Marketing - Eyeview
Fiona, Julie, Debby and Nick at the ANA Masters of Marketing Conference in Orlando.

LEARN MORE ABOUT HOW VIDEO IS HELPING BRANDS INNOVATE IN OUR RESULTS SECTION.