Today, Forrester Consulting released a paper commissioned by TubeMogul entitled “Realizing The RTB Video Opportunity For Brand Marketers” (download here). The report seeks to answer a simple question: does real-time buying of digital video deliver better results brand marketers, specifically compared to traditional, broad-based buying?
The report suggests the answer is yes, with real-time video “reshaping the very foundations of video advertising.” Interviewing top trading desk and agency executives, Forrester not only finds every major marketer interviewed is leveraging RTB, but that those leveraging video report improved results, “both in terms of reaching their target audience and showing measurable lift across a range of success metrics.” Most of the advantages come down to greater control over impact per dollar spent, letting marketers evaluate impression-by-impression and audience-by-audience, fluidly shifting ads, placements, budgets and more based on real-time audience data, resulting in reduced media waste.
