Manage and measure in-stream video
campaigns with DFA

Digital video is the fastest-growing format on the Internet¹ and 27% of marketers say video is a focus for their online marketing budget². We also know that video inventory comes at a premium. In a recent survey, more than 95% of respondents reported average CPM rates above $5 for online video campaigns³. With these trends in mind, advertisers need a way to effectively manage, and accurately measure, in-stream video campaigns.

DoubleClick for Advertisers (DFA) makes managing and measuring in-stream campaigns extremely easy for advertisers. With DFA, trafficking, serving and reporting for in-stream campaigns can be done using the same workflow that media teams are used to for their banner campaigns. This means advertisers can rely on DFA as their trusted, neutral third-party ad management system for in-stream video. Plus, only with DFA can advertisers easily combine the learning and insights of in-stream advertising with that of other channels including search, standard flash and rich media.

DFA’s in-stream ad serving solution is based on the IAB’s Video Ad Serving Template (VAST) 2.0 standard. Seller acceptance is growing across the industry, and has been adopted at scale by major publishers and video ad networks. In just one quarter, from Q1 to Q2 2011, VAST adoption grew by 3x. This broad adoption makes it possible for in-stream advertisers to traffic once, scale across many publishers and networks, and achieve integrated reporting across their entire online campaign. It also accelerates the need to manage in-stream campaigns in one place, with one set of integrated reports.

Additional benefits of managing in-stream campaigns in DFA include more measurable in-stream ROI, standardized metrics, integrated reports and advanced campaign setup options, such as creative rotation, creative sequencing, companion ads, non-linear executions and bandwidth optimization. For more details on these features, please download our detailed overview here.