Maximizing the return on video inventory is a problem likely to be found at the top of most publishers’ lists. Help is on the way for those using Ad Manager thanks to new video specific tools from Google.
The new features are part of the Programmatic Video Health Tools and real-time video reporting, both with goals of using automation to surface insights and information quickly.
Programmatic video signals
This card will create views that show performance across the various video platforms being used.
Some elements that are automatically reported on include: app/web domain, viewability and audience information. Users will also be able to see the impact of each on revenue.
According to Google “publishers with high programmatic inventory signal coverage see an average 25% revenue uplift compared to inventory with low programmatic inventory signal coverage.”
The Video Ad Serving Template (VAST) errors insight cart will help with error reporting on lost ad requests. This automated view will surface the number of errors on inventory caused by improper settings or broken creative.
These can also be sorted to find errors that are having the highest impact on revenue.
Video performance alerts
Publishers will also have the ability to configure custom alerts based on requirements most important to them. This tool, Video Performance Alerts, can create a customized email based around campaign metrics and dimensions. The Video Performance Alerts feature is currently in beta.
Real time video reporting
Lastly a final tool, real-time video reporting, will help users resolve problems sooner.
This is for those serving ads on YouTube via Ad Manager and will give them the ability to test ad delivery and view ad requests, key values and details on the winning line items.
Why we care: Publishers that run video ads through Ad Manager have more tools to help identify and fix issues with their campaigns. These tools bring automation to your troubleshooting and should help save publishers time and revenue.
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About The Author
Greg Finn is the Director of Marketing for Cypress North, a company that provides digital marketing and web development. He is a co-host of Marketing O’Clock and has been in the digital marketing industry for nearly 20 years. You can also find Greg on Twitter (@gregfinn) or LinkedIn.