Exponential Interactive, one of the largest digital advertising companies reaching more than 700 million users monthly, has released a new video solution that can be held accountable to performance metrics as measured by last-view or other performance attribution models. VDX Connect allows brands to reach consumers with interactive video messaging at scale across various ad formats. The solution also includes features that are specifically designed for the needs of marketers in different industries. VDX Connect launches in the UK and EMENA today but has already been trialled in the United States by many advertisers including CDW, a provider of technology products and services for business, government and education.
According to CDW’s Manager of Digital Strategy, Jeff Kahn the solution has supported their sales efforts in the US market, “When it came to our digital marketing strategy, we needed an online video solution to reach highly qualified audiences who are ready to make a purchase, allowing us to measure sales success. When our agency and Exponential came to us with VDX Connect, we jumped at the opportunity to be forward thinking in the digital video industry and we are delighted with the ongoing sales outcomes they deliver,” said Jeff Kahn, Sr. Manager, Digital Strategy at CDW.
VDX Connect includes a blend of in-frame and expandable video formats for mobile, desktop and in-stream, optimised to innovatively achieve the advertiser’s campaign goals. Impressions for VDX Connect are sold on a Cost Per View (CPV) model and report time in-view based on an in-view standard of five seconds on mobile devices, 10 seconds on a desktop and 15 seconds for in-stream. Whilst sold on a CPV basis, campaigns are optimised based on Cost Per Action performance goals.
Based on a recent study conducted by the CMO Council and Viral Gains, out of the 233 surveyed senior-level marketers, only 27 percent look to direct sales as a success metric for video advertising. Yet 78% of respondents believed that a CMO’s success was directly tied to sales, showcasing a massive disconnect between revenue accountability of a marketer and video ad success based on traditional awareness metrics.
“With our new VDX Connect offering, Exponential aims to address a gap in the marketplace for metrics that tie sales directly to video advertising. We are providing marketers a truly unique and performance-driven video solution that takes viewability and reach new levels. VDX Connect enables clients to reach desired consumers across the entire funnel while holding video accountable to verified performance metrics,” said Tim Sleath VP, Product Management, Exponential.
To meet the unique needs of brands in key industries, VDX Connect includes functionalities that are specifically designed for marketers in verticals like travel, finance, QSR and auto. Examples of features include image galleries, menus, dynamic maps and reward programs, which are designed to guide the consumer through the entire journey and assist in the decision process.
Other benefits of VDX Connect include:
- Accountability to performance metrics as measured by last-view or other attribution models
- Video messaging at scale and at all stages of the consumer journey
- Seamless and consistent experiences across ad sizes, mediums and devices
- Access to proprietary interest-based audiences
- Real-time optimization
- Delivers upstream awareness with downstream ROI
Source: Exponential Interactive