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Why Programmatic Advertising Is the Future of Video Content Marketing

The rise of programmatic advertising and how to leverage it for your video content
BY Ollie Roddy - September 08, 2016

According to a recent Cisco study, 82% of all consumer internet traffic will come from video content by 2020. This means that in the near future, copy heavy blogs, infographics, images and other media content will account for just 18% of all internet traffic.

There are multiple reasons for this trend. One being that video is one of the most effective and simple ways to convey and consume a complex message. With additional feature graphics and subtitles they can truly capture mass audience attention.

The best thing about video though is that it helps to convert individuals into paying customers. In fact, 76% of businesses agree that video provides positive ROI.

The Future: Programmatic Advertising
In line with this trend, 91% of businesses say that they plan to increase or maintain their spending on video in 2016. However, this creates a small problem as the video marketing sector will get highly saturated, and it’ll become increasingly difficult to stand out amongst millions.

Luckily, there is a way for marketers to avoid competition, save money and increase sales: Programmatic Advertising. This media buying tool helps to automate the decision-making process of media buying by targeting specific audiences and demographics. In short, its software puts your content in the right place, at the right time, directly in front of your target audience. The best part is that it’s automated, you just need to know who your audience is. This is where the development of personas and a data-driven marketing approach really comes into play.

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Still not convinced that programmatic video advertising is the way to go? According to a study by The Drum, by 2017 programmatic video advertising will account for 17% of the market, or $10bn. (Just to let you know, this number was as low as 2% in 2014.)

This is clearly a big step from the conventional video content marketing that relies on social media as a distribution channel.  

Now with programmatic video advertising marketers and brands are able to reach their target audience directly on multiple channels like blogs, online magazines and websites with minimum effort.

Further Steps
So, as you can see, video content marketing is leading the game and delivers tangible benefits. To get ahead of your competitors and stay ahead, you need to consider programmatic video advertising, but this will only deliver results if you have a solid marketing strategy based on a clear strategic direction. Need some strategic guidance on this to boost your sales? Then check out the Advanced Growth Framework, our 3 tiered methodology that combines market research with delivery and measurement to develop a coherent marketing campaign that’s geared around growth.

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