MediaPost’s TV and Video Insider Summit brings together brands, agencies, and media suppliers under one roof to dive into the latest capabilities, case studies, and successful approaches. It’s a lot of content packed into two and a half days, so here are the most important takeaways for brand marketers navigating the ever-more-complicated video landscape:
- Data paralysis is real. In this fragmented media world, there’s no “always right” answer to where to invest for efficiency and effectiveness. Instead, understanding your business KPIs and how current platforms and partners will support those KPIs is the key to unlocking the power of your dollars.
- Develop expansions to your creative beyond the :30 spot at the start of your campaign, not halfway through. Your video creative is most effective when it speaks to traditional, translates to social, and can be reworked for display and native ads. Making your creative work harder for you is integral to an efficient and successful plan, so hit that goal on launch day.
- The most effective campaigns balance brand/scale and performance/action. This is true for both national and local approaches—the most successful outcomes include a scale-driver (like video) that drills down into search and direct action KPIs. This may feel old school, but it’s easy for this to get lost in the fragmentation. And yes, one campaign can both build your brand and deliver on performance!
- You know who your audience is, where to find them, and your measurement KPIs in terms of brand growth or consumer success. Your next move? Find the unexpected white space. Your campaign will stand out in the crowd when you find that niche, differentiating area. With more ways to buy video than ever, there is definitely white space to be found!
- Video is still the #1 medium for reach and scale efficiencies. Brands are expected to do more with less. Even when budgets are tight, finding a way to include video within a campaign—whether viewed traditionally or digitally—is your best bet to raise awareness.
- The Super Bowl is still king of reach and brand awareness, and smart marketers think beyond the spot. Increases in search and social presence after those ads air are invaluable—for example, 2024’s ads saw web traffic tick up between 165% and 16,000%—and building a campaign with the intention of life beyond the game will make those Super Bowl dollars work harder.