Video Campaign Best Practices

This article provides some best practices for your video campaigns on the Amobee Platform.

Overview

Video campaigns are one of the most influential ways to market products, services, and companies on the internet, regardless of the vertical.

In addition, video campaigns are very successful because advertisers can increase visits and audience appeal while capturing the power of television without the high cost of TV advertising.

Note: For ad specification information for video ads running on the Amobee Ad Server or a third-party ad server, please read Adding Video or Audio Creatives.

Best Practices

Amobee recommends using the following guidelines when planning and implementing video campaigns:

• Use 15-second videos to communicate your message. They perform best and are widely available.

• Keep targeting tactics simple and high level.

• Do not over target or limit inventory with excessive targeting criteria. Target by age, gender, geography, or context.

• Do not combine targeting tactics into the same package or line item.

• Ad creative can run in placements that accept 30-second ads.

• Target 1,000 sites or more.

• Use a site list to target auto or user-initiated/actionable video players.

• Do not reuse or re-purpose display channel site lists for video campaigns. Contact your Amobee Account Manager for site list assistance.

• Use mid-, pre-, and post-roll to increase the amount of available inventory.

• Video inventory is often more expensive than other formats. Do not set low bid prices and aggressive performance goals.
• Due to scarce supply and high industry demand, the most premium inventory is best accessed using deal IDs. There are hundreds of Amobee Preferred Deals available to target if none have been negotiated with any specific publishers. These can be found in the Deals library.
• Achieving the same action and click performance goals may be more difficult on video than display. Performance expectations against these KPIs should not be the same.
• In CTV app environments, do not select Clicks, Actions, and Viewability as Automated Bidding goals.
• Targeting only skippable inventory may severely limit scale.
• When applying Amobee precision targeting, brand safety, page quality, and contextual targeting, make sure they are relevant to video and the targeted environment.
• Geofence targeting will have the most scale in the mobile app environment and may severely restrict delivery in all other environments.
• Do not use old ad based experiments. Use ghost bidding if your purpose is lift measurement against a hold out.