1. The Formula to Successful Digital Video Ad Campaigns No other digital media combines art and science more than digital video (DV) advertising. Learn the three key steps to delivering transformative, targeted brand experiences that drive ROI through engaging DV.

2. KEY STEP #1: Establish a Foundation for Measurement to Prove ROI
DV KPIs are different from other digital channels. To ensure accurate measurement:
Establish KPIs early against brand goals
Use the right ad units and video ad delivery methods to capture important metrics
Deploy 3rd party tech (e.g. viewability or brand insights tags)
Double-check that shortlisted publishers can support your 3rd party tech

3. Why Is This Important? Advanced analytics enable marketing teams to “increase growth and marketing ROI. Based on work with 400 customers, an effective measurement approach frees up between 15-20% of marketing spend, which equates to $200 billion in marketing savings globally.” (McKinsey)

4. KEY STEP #2: Build Creatives That Support Your KPIs
Leverage different creatives and use ad delivery tags that can track important metrics. Produce ad creatives tailored to target audience segment. This will drive higher engagement rates.

5. Your DV Ad Execution Cheat Sheet:
CREATIVE BEST PRACTICES:
Tailor creatives to your audience
Keep it short
Always include a clear call to action
Let visuals tell the story
EXPLORE DIFFERENT AD FORMATS:
Standard pre-roll
Interactive interstitials
Native and outstream video ads
USE DELIVERY METHODS THAT TRACK REQUIRED METRICS
Video Ad Serving Template (VAST)
Video Player Ad Interface Definition (VPAID)
Mobile Rich Media Ad Interface Definition (MRAID)

6. Quick Video Ad Creative Sanity Check: Can my creative:
Track important metrics?
Resonate with my audience?
Render correctly across devices and platforms?
Display correctly on inventory I’ve bought?
PRO TIP:
Produce ad creatives for each target audience segment. This will help drive higher engagement with your audience and is worth the investment.

7. KEY STEP #3: Execute Across the Right Inventory and Address Viewability Proactively:
Find the best inventory by implementing an audience-driven strategy across buying channels, with viewability measures in place. Remember to:
Target audiences using 1st, 2nd and 3rd party data
Find sites and apps with high target audience overlap
Understand the pros/cons of inventory channels: publisher direct, ad networks, programmatic and social networks
Address viewability concerns proactively with viewability tags or negotiate minimum acceptable viewable rates per publisher

8. For a more in-depth look at best practices for paid DV, check out the Insider’s Guide to Video Advertising—when you do, you’ll receive our bonus Video Metrics Index that lets you easily compare and contrast vital industry benchmarks. Visit
For more details on how Origami Logic can help you manage and optimize investments across all digital marketing channels and platforms, visit origamilogic.com/request-live-demo.