{"id":103213,"date":"2017-01-25T19:03:00","date_gmt":"2017-01-26T00:03:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/dac-group-featured-emarketers-digital-video-advertising-best-practices-2017-report\/"},"modified":"2024-12-31T06:25:48","modified_gmt":"2024-12-31T11:25:48","slug":"dac-group-featured-emarketers-digital-video-advertising-best-practices-2017-report","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/dac-group-featured-emarketers-digital-video-advertising-best-practices-2017-report\/","title":{"rendered":"DAC Featured in eMarketer\u2019s Digital Video Advertising Best Practices 2017 Report"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-11959\" src=\"\/wpe-content\/uploads\/2017\/01\/report_cover_emarketer_2001932@2x.png\" alt=\"report_cover_emarketer_2001932@2x\" width=\"352\" height=\"456\" \/>US digital video ad spending stands to approach $18 billion by 2020 \u2013 it\u2019s a bright spot in the <a href=\"\/en-gb\/services\/digital-media\/\">digital advertising<\/a> market, but also presents unique challenges.<\/p>\n<p>In their January report, <em>Digital Video Advertising Best Practices 2017<\/em>, eMarketer spoke with more than two dozen industry leaders \u2013 including <a href=\"\/en-gb\/our-story\/our-team\/eli-grant\/\">Eli Grant<\/a>, VP of DAC \/ Chicago \u2013 to outline what marketers need to know in order to avoid the medium\u2019s pitfalls and maximise performance.<\/p>\n<p><u>Some of the key takeaways<\/u><\/p>\n<ul>\n<li>Current best practices for digital video advertising in the US include audience-based buying, refined targeting, advanced metrics and the use of third-party verification.<\/li>\n<li>Industry experts recommend personalisation, branding ads early and often, and matching ad formats to the many devices, platforms and content types available to marketers.<\/li>\n<section id=\"hub-newsletter-signup\" data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6ab2541668baf'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <input type='text' name='dac_hp' value='' tabindex='-1' autocomplete='off' aria-hidden='true' style='position:absolute;left:-9999px;height:0;width:0;border:0;padding:0;overflow:hidden'>\n    \n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var loadedAt = Date.now();\n    var form = $('#hubspot_form_6ab2541668baf');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Submit through the site's form proxy (form IDs stay server-side)\n        fetch('https:\/\/www.dacgroup.com\/en-gb\/wp-json\/api\/v1\/forms\/submit', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify({\n                form: 'newsletter',\n                source: 'block-hub-newsletter',\n                lang: 'en-gb',\n                email: email,\n                hp: form.find('input[name=\"dac_hp\"]').val(),\n                turnstileToken: form.find('[name=\"cf-turnstile-response\"]').val() || '',\n                elapsed: Date.now() - loadedAt,\n                pageUri: window.location.href,\n                pageName: document.title\n            })\n        })\n        .then(response => response.json().catch(function() { return {}; }).then(result => {\n            if (response.ok && result.success) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                if(statusElement) {\n                    statusElement.text((result.data && result.data.message) || \"There was an error submitting the form.\");\n                    statusElement.css({\n                        'color': 'red',\n                        'padding-top': '10px'\n                    });\n                }\n            }\n        }))\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<li>Authenticity and relevance are especially important, particularly for marketers seeking to connect with millennial audiences through influencer marketing and live video.<\/li>\n<li>Practitioners are advising against the tried-and-true (and now tired) practice of repurposing TV ads for digital. They instead recommend focusing on the user experience as a countermeasure against fraud and ad blocking.<\/li>\n<li>Whereas past digital video campaigns tended to focus on brand awareness, some experts advocate the use of video to drive more concrete outcomes such as sales, site visits and foot traffic.<\/li>\n<\/ul>\n<p>No matter where you are choosing to invest, says Grant, customisation is key. \u201cYou need to create specific content that is relevant to which channel someone may be considering,\u201d he says. \u201cMake sure that you\u2019re <a href=\"\/en-gb\/services\/content-strategy\/\">tailoring your content<\/a> to those specific needs and within the constraints and opportunities that each of those platforms.\u201d<\/p>\n<p>To access the full report, eMarketer PRO subscribers can click <a href=\"https:\/\/www.emarketer.com\/Report\/Digital-Video-Advertising-Best-Practices-2017-Expert-Insights-More-Effective-Campaigns\/2001932\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>US digital video ad spending stands to approach $18 billion by 2020 \u2013 it\u2019s a bright spot in the digital advertising market, but also presents unique challenges. In their January report, Digital Video Advertising Best Practices 2017, eMarketer spoke with more than two dozen industry leaders \u2013 including Eli Grant, VP of DAC \/ Chicago [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":103215,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.73,"reading_level_needs_review":"0","in_short_ai_headline":"","in_short_ai_body":"","in_short_status":"","footnotes":""},"categories":[2904],"tags":[689,787,1052],"class_list":["post-103213","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-advertising-2","tag-dac","tag-trends-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>DAC Featured in eMarketer\u2019s Digital Video Advertising Best Practices 2017 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