Video Ad Strategy: Audience Optimization

There’s no question that video is becoming an increasingly important online advertising channel for both branding and performance. Highly engaging (and more expensive to deliver than traditional ads), video requires heightened precision when it comes to targeting. In a recent article in ClickZ, “Video Advertising Strategy: Audience Optimization,” Xuhui Shao, CTO of Turn, examines how to use the latest real-time audience targeting and optimization tools to enhance the branding and performance of a video campaign. Shao examines four components of a video ad campaign strategy:
  • Optimization based on predicting learning
  • Audience targeting
  • Frequency
  • Cross-media optimization
Shao explains how each of these components plays a critical role in the success of the overall campaign. For marketers who want to stay ahead of the curve, applying optimization tools, real-time audience targeting, and a philosophy of continuous experimentation are crucial for success. For more details on Shao’s analysis of the keys to an effective campaign, click here. This is the second article on video penned by Shao in ClickZ. You can find the first, Video Advertising Strategy Part 1: The Metrics, here.