March 23, 2016

The Drum "Your Video Ad Will Be Effective If You’re Looking at These Three Metrics" - James Patterson

James Patterson

As part of the Digital Trading Awards Programme 2016 we hear from James Patterson, GM, UK from The Trade Desk who talks about Video Ads.

If one minute of video is worth a million words, what’s a video ad worth to your brand?


Complexities aside, video still proves to be an exciting and powerful tool for advertisers. More than half of the 70 top UK agenciesthink video advertising is on par with or better than TV, leading video ad spend in the UK to reach £292 million over the first half of 2015.

Much of this year’s digital video spend will be done programmatically, where the UK leads Europe and is slowly closing the gap on the US. Because there’s more consumer data available than ever before, programmatic platforms can accurately target video ads on a granular level.







So far, viewability has presented significant challenges for UK advertisers. In Q3 2015, experts say as much as 68 percent of video ads were non-viewable. But viewability is improving, and there are methods to ensure your ad is leaving an impression. Private marketplace (PMP) deals, for example, guarantee high viewability and placement quality.


Did the person viewing the ad get through the entire video? It’s easy to see why half of UK advertisers cite “maximizing view through” as a top campaign objective.

As it turns out, completion rate has also been a tough area for UK advertisers. Video ad completion in March 2015 plummeted from 64.6% to 56.3% YoY. This lower completion rate might be due to a higher prevalence of autoplay ads, which hinders the user experience and causes site visitors to close out of the page.



Video has the ability to connect with consumers on an emotional level, which is difficult to do on virtually any other channel. Due to this, video creative is a key method of increasing brand awareness. Since video rarely has a direct call-to-action attached to the ad, higher brand lift is usually associated with how long the user stuck with the video. As noted above, completed videos are easier said than done. The content of the video must engage and resonate your consumer in a meaningful way. As the human attention span steadily declines, it appears the most successful campaigns are often the most succinct. Brands should consider limiting the length of the ad and get clever in creating a concise brand message.


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