Programmatic video advertising allows marketers to target specific audiences based on demographic information, resulting in more relevant and engaging content and higher engagement rates and conversions.

The availability of video inventory across various devices and premium publisher websites has made it easier for advertisers to reach a large audience at scale. The increased competition among advertisers has also led to lower costs and made programmatic video advertising more accessible to a wider range of businesses.

With the availability of optimisation algorithms, advertisers can better measure the impact of their video ads on reached users across the open internet. It is expected that programmatic video advertising will continue to play a significant role in the South African advertising industry for years to come.

As a marketing professional in South Africa, I have observed a significant increase in programmatic video advertising over the past few years. Programmatic advertising has become popular due to its efficiency and ability to target specific audiences. With the increasing use of digital devices and high-speed internet availability, the demand for video content has risen, leading to an increase in programmatic video advertising.

Programmatic video advertising allows advertisers to reach a large audience at scale across various devices, including desktop computers, smartphones and tablets.

This is a significant benefit since advertisers can reach their target audience across premium publisher websites such as news, sports and blogs — regardless of their location or activity.

The programmatic video market in South Africa has grown rapidly, allowing marketers to target their specific audience based on demographic information such as:
  • age
  • gender
  • location, and 
  • interests.

This leads to more engaging content, resulting in higher engagement rates and conversions. Additionally, programmatic video advertising provides real-time data and insights that can be used to optimise campaigns and improve performance.

Increased competition among advertisers has resulted in lower costs and made programmatic video advertising more accessible to a broader range of businesses.

Intriguing statistics demonstrate a significant surge in video bid requests from publishers with South African traffic over the past five years, pointing to an immense expansion in video inventory beyond YouTube and Social.

Advertisers must take advantage of the opportunity to diversify their video media buying strategy by leveraging optimisation algorithms such as AVOC, which is Audible and Viewable On Completion, to measure better the impact of their video ads on targeted audiences across the open Internet.

This form of advertising has significantly impacted the advertising industry in South Africa by allowing marketers to reach their target audience with more relevant and engaging content. With continued growth in the market, programmatic video advertising will continue to play a significant role in the South African advertising industry for years to come.

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