Advertisers that are seeking to optimize their video campaigns among a variety of media channels should develop a strategy to personalize their messaging as consumers come into the purchase funnel. Those media channels include the growing number of ad-supported video on demand (AVOD) services that have premium programming.<\/p>\n
\u201cWhen I think about ways to optimize video content, I think about customization at scale,\u201d Liza Davidian<\/a>, executive vice president of investment and activation at GroupM, said in this interview with Beet.TV. \u201cI think about what should be your first message to a consumer about your brand, and how to further draw people into that funnel as they see more and more exposure to your ad.\u201d<\/p>\n An integrated approach includes the broad reach of television and channels like social media that offer behavioral targeting.<\/p>\n \u201cI applaud an advertiser who further digs deeper into the funnel and makes their message a little more customized based on possibly some data that they have drawn from me,\u201d Davidian said. \u201cFrequency doesn\u2019t always have to be a bad thing as long as it\u2019s not just hitting you over the head with the same message over and over again.\u201d<\/p>\n