The Advanced Guide
to Direct Response Video Advertising

Video advertising can transform businesses by engaging consumers on all of their favorite devices. But let’s face it — video advertising can be confusing. Gauging the performance of video ads is difficult, attributing conversions is tricky and advertising technology develops quickly.

After launching thousands of cross-device campaigns, we’ve developed some important insights into the misunderstood world of direct response video advertising — and we want to share them with you. By the time you get to the end of this guide, you’ll understand how to use direct response video advertising to drive conversions for your business and streamline your marketing efforts.

Reading the Guide

Video advertising can transform businesses by engaging consumers on all of their favorite devices. But let’s face it — video advertising can be confusing. Gauging the performance of video ads is difficult, attributing conversions is tricky and advertising technology develops quickly.

After launching thousands of cross-device campaigns, we’ve developed some important insights into the misunderstood world of direct response video advertising — and we want to share them with you. By the time you get to the end of this guide, you’ll understand how to use direct response video advertising to drive conversions for your business and streamline your marketing efforts.

Chapter 1: Digital Video Advertising

Before launching a video advertising campaign, it’s important to understand who’s who in the world of video advertising. This chapter introduces all of the major players in the video advertising landscape and describes their role in the process of delivering advertising to consumers. Next, this chapter describes how video advertising can be used as a successful full-funnel marketing strategy.
Start Chapter 1
History

The history of video advertising inventory.

How it Works

An explanation of programmatic ad buying technology.

The Process

Descriptions of the different actors in the programmatic buying sequence.

The Funnel

An explanation of the digital marketing funnel and how to use it successfully.

Chapter 2: Content

Every successful video advertising campaign is built upon the same foundation: quality content. This chapter outlines the process for creating engaging creative content and explains how ad networks deliver creative content to consumers.

Start Chapter 2
Establish Goals with Video Types

An explanation of how to set video goals.

Your Audience

How to define and resonate with your target audience.

Creative

A description of the most important creative components in a video ad.

Ad Inventory

A detailed description of the most common types of video inventory.

Chapter 3: Audience Targeting

Once you’ve created an engaging piece of content, the next step is delivering your content to the right audience. This chapter will describe how to profile an appropriate audience, optimize a campaign and develop insights about your audience.

Start Chapter 3
Audience Profiling

How to configure targeting parameters before the launch of a campaign to develop a relevant, high-quality audience pool.

Campaign Optimization

How to configure campaign settings and controllers in real time to reach the ideal audience.

Campaign Expansion

How to use deep targeting to create look-alike models and extend your audience pool.

Chapter 4: Measuring Performance

One of the beautiful things about video advertising campaigns is the rich consumer data that they provide. This chapter examines how campaign metrics can be used to increase campaign efficiency, consumer engagement and conversion rates.

Start Chapter 4
Campaign Efficiency

How to use performance data to understand how well your campaign is performing.

Consumer Engagement

How to use data to understand and predict consumer viewing and purchase behavior.

Conversion Rates

How to use conversion data to evaluate the success of your advertising efforts and shape your business strategy.

Chapter 5: Attribution

The largest challenge facing modern advertisers is the challenge of attribution. Without knowing which advertising channels are driving conversions, it is impossible to attribute credit to individual advertisers and balance your overall advertising budget. This chapter explains cross-channel attribution, third party tracking, touchpoints, attribution windows and attribution models.

Start Chapter 5
Cross-Channel

How to attribute advertising credit across multiple channels.

Models

How to track and attribute credit to multiple advertising touchpoints along the consumer journey.

Third Parties

How to use third party click tracking partners to verify campaign data.

Windows

How to select an appropriate attribution window that will yield actionable results.

Chapter 6: Video and Business Strategy

Video advertising can provide valuable insights into consumer behavior that can be used to guide long-term business modeling. This chapter describes how conversion data from video advertising campaigns can be used to draw valuable conclusions about consumer behavior and repeat purchase behavior and guide long-term business strategy.

Start Chapter 6
Consumer Behavior

How to understand consumer behavior and incorporate it into business strategy.

Conversion Data

The implications of daily conversion data and order value data on campaign strategy.

Lifetime Value

How to use repeat purchase behavior and customer lifetime value to guide strategy.

Want to know how video can grow your business?