Video advertising software enables advertisers to buy, manage, and place video ads on websites. Video advertising is typically managed by a company’s marketing team or a third-party ad agency and can be leveraged to drive both brand awareness and direct response initiatives. Advertisers may elect to use video advertising due to the possibility of higher engagement rates and better conversion numbers compared to other channels.
Video advertising functionality may be offered through a best-of-breed product but is more commonly bundled into a cross-channel platform that may also possess capabilities of search advertising software, display advertising software, mobile advertising software, or social media advertising software.
To qualify for inclusion in the Video Advertising category, a product must:
Offer tools for uploading or creating video ads
Provide workflows for effectively managing and trafficking ads within the platform
Track key success metrics of reach, conversions, and return on ad spend (ROAS)