[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fvideo-advertising-landscape-and-how-to-navigate-it":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":342,"breadcrumbs":343,"reading_minutes":165,"category":351,"head":353},"2025-05-13T10:29:15",{"rendered":6},"\n\u003Cp>Video advertising is a cornerstone of paid media. It enables powerful storytelling across social media and streaming services, while offering analytics capabilities and extensive audience targeting. Consumption habits are shifting rapidly, so it is vital to understand when and where you should be reaching your audience with video. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"audiences-that-you-can-reach-at-different-moments\">Audiences that you can reach at different moments\u003C\u002Fh2>\n\n\n\n\u003Cp>Video advertising isn’t one size fits all. Each format offers unique advantages when it comes to reaching specific audiences based on where, how, and when they consume content. As online video continues to grow, it’s more important than ever for advertisers to match the right video environment with the right audience.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"connected-tv-ctv-premium-storytelling-in-the-living-room\">Connected TV (CTV): Premium storytelling in the living room\u003C\u002Fh3>\n\n\n\n\u003Cp>Connected TV is any television that connects to the internet to stream content, either through built-in smart features or external devices like Roku, Apple TV, or Amazon Fire TV Stick. CTV advertising includes video ads served within streaming platforms like Netflix (with ads), Disney+, ITVX, and others.\u003C\u002Fp>\n\n\n\n\u003Cp>CTVs are now almost in every home, and smart TVs can access streaming services like Netflix, Disney+, and Prime Video. In its full-screen environment, ads demand attention similarly to traditional broadcast ads. Audiences tend to be made up of millennials, Gen X, and households with families. The strength of CTV lies in data-driven targeting. Through programmatic buying, an automated system to buy and sell advertising inventory, you can target viewers by demographics, interests, and behaviours. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"youtube-diverse-formats-for-intent-driven-audiences\">YouTube: Diverse formats for intent-driven audiences\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbacklinko.com\u002Fyoutube-users\">47%\u003C\u002Fa> of all global internet users access YouTube monthly. That’s a lot of potential reach.  YouTube offers a range of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fyoutube\u002Fanswer\u002F2375464?hl=en-GB\">ad formats\u003C\u002Fa> such as skippable, non-skippable, bumper and Shorts. The platform typically has an audience of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.globalmediainsight.com\u002Fblog\u002Fyoutube-users-statistics\u002F\">early Gen Z and mid to late millennials\u003C\u002Fa>, with intent-based ads in both long-form and short-form content environments. \u003C\u002Fp>\n\n\n\n\u003Cp>The flexibility of ad formats on offer is a big benefit. Whether you’re using skippable in-stream ads to tell a longer brand story, non-skippable formats for guaranteed attention, or bumper ads for short, memorable messages, YouTube’s versatility caters to different moments in your audience’s journey.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fyoutube\u002Fanswer\u002F10059070?hl=en-GB\">Shorts\u003C\u002Fa> is becoming a go-to platform for reaching younger audiences who favour bite-sized content. Users of YouTube Shorts tend to be mobile-first, often scrolling during commutes, breaks, or downtime. This makes it an excellent space for high-frequency, visually compelling creative that drives brand recognition or quick calls to action.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"online-video-across-the-web-broad-reach-with-targeted-precision\">Online video across the web: Broad reach with targeted precision\u003C\u002Fh3>\n\n\n\n\u003Cp>This refers to video ads served across websites, apps, and digital environments outside of social platforms and streaming TV. These videos typically appear before (pre-roll), during (mid-roll), or after (post-roll) content on publisher sites. Online video is often bought programmatically and reaches broad audiences with targeted messaging while they browse content across the web.\u003C\u002Fp>\n\n\n\n\u003Cp>Online video is ideal for upper-funnel goals like awareness and engagement, allowing you to connect with audiences as they browse news, entertainment, or lifestyle content. Viewers here span a wide range of age groups and demographics.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"strategic-integration-matching-format-to-viewer-behaviour\">Strategic integration: Matching format to viewer behaviour\u003C\u002Fh2>\n\n\n\n\u003Cp>Aligning formats with viewing habits is the key to success here:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Use CTV to build an emotional connection in high-attention environments.\u003C\u002Fli>\n\n\n\n\u003Cli>YouTube to drive performance and relevance.\u003C\u002Fli>\n\n\n\n\u003Cli>Online video to capture attention across the wider web. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>By tailoring your approach to how and where people consume video, you can have a well-rounded strategy that delivers your message to the right audiences, in the right places.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"measuring-success\">Measuring success\u003C\u002Fh2>\n\n\n\n\u003Cp>To effectively manage Online Video, CTV (Connected TV), and YouTube within a multi-channel campaign, it’s essential to understand not just how each performs in isolation but how they work together to drive performance against wider business objectives. A good first step in doing this is incrementality testing.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fincrementality-testing\u002F\">Incrementality testing\u003C\u002Fa> helps you determine the true impact of each channel by answering a simple but important question:\u003Cem> \u003C\u002Fem>\u003Cstrong>\u003Cem>Would this conversion have happened without exposure to this ad or channel?\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>For example, incrementality testing can reveal whether YouTube ads are actually driving new interest or just reaching users who would have converted anyway. This form of testing is often more immediately actionable and accessible to most advertisers, making it a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fmeasurement\u002F\">practical entry\u003C\u002Fa> point for data-driven optimisation.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1016\" height=\"726\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fincrementality-testing-new-example.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33135\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>As your strategy matures and your investment in multi-channel video grows, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmedia-mix-modelling\u002F\">Media Mix Modelling\u003C\u002Fa> (MMM) becomes a powerful, longer-term solution. MMM takes a broader view, analysing historical data across all media channels to uncover how each one contributes to overall performance over time.\u003C\u002Fp>\n\n\n\n\u003Cp>By starting with incrementality testing and scaling up to MMM, you can build a measurement framework that grows with your campaigns. This unified, insight-driven approach empowers you to continuously refine your video strategy.\u003C\u002Fp>\n\n\n\n\u003Cp>Each channel offers unique strengths: the broad reach of online video, CTV’s premium storytelling and YouTube’s intent-driven targeting. To \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Ftools\u002Fmedia-effectiveness-checklist\u002F\">maximise effectiveness\u003C\u002Fa>, you must align the right video format with your audience and understand how these platforms work together. Incrementality testing allows you to measure true impact and optimise in real-time, while Media Mix Modelling (MMM) provides a broader, long-term view of cross-channel performance. Together, these tools offer a scalable framework for building smarter, more effective video strategies. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Talk to a member of our team to learn more about MMM & incrementality testing\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Ffigure>\n",false,"standard",[10],286,[],[13],221,[15,16,17,18,19,20,21,22],"post-33134","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-programmatic",{"page_content_modules":24,"hero":161},[25,114],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"From screens to streams: The video advertising landscape and how to navigate it",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},129,"\u002Fabout\u002Four-team\u002Fjacob-shaw\u002F","Jacob Shaw","Programmatic Strategist","I'm a Programmatic Strategist at Impression. I love reading non-fiction history books and supporting my local football team Leeds United.","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":38,"specialist_service_links":39,"photo":58},"\u003Cp>Programmatic Strategist. Joined Impression in August 2022\u003C\u002Fp>\n\u003Cp>At University I worked part-time as a marketing assistant for a local company that was, at the time, a client for Impression. I enjoyed working in marketing and I wanted to explore further opportunities to expand my marketing knowledge. While studying for my Masters in marketing, I started looking for relevant roles in marketing where I discovered an opportunity to become a part of the programmatic team at Impression.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m really proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nCompleting both my bachelors and masters degrees alongside having a part-time job in digital marketing. It helped me figure out what I wanted to do once I finished University, whilst I was still there. Being a marketing assistant allowed me to explore my interests and discover the elements of marketing that I was enjoying the most. This then led to me gaining an interest in Paid Media and starting my career in Paid Social here at Impression.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nOutside of work you’ll often find me reading, mainly non-fiction history books, as well as supporting my local football team Leeds United. I’ve also recently begun learning guitar as a new hobby.\u003C\u002Fp>\n",[40],{"page":41,"link_text":46},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":53,"post_type":54,"post_mime_type":45,"comment_count":55,"filter":56,"url_path":57},316,"98","2021-01-06 16:32:37","","Programmatic","publish","closed","programmatic","2025-04-08 07:20:24",169,"\u002F?page_id=316",0,"page","0","raw","\u002Fpaid-media\u002Fprogrammatic\u002F",{"ID":59,"id":59,"title":60,"filename":61,"filesize":62,"url":63,"link":64,"alt":45,"author":65,"description":45,"caption":45,"name":66,"status":67,"uploaded_to":53,"date":68,"modified":68,"menu_order":53,"mime_type":69,"type":70,"subtype":71,"icon":72,"width":73,"height":74,"sizes":75},33329,"Jacob-Shaw","Jacob-Shaw.png",362986,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&q=90","\u002Fjacob-shaw-2\u002F","12","jacob-shaw-2","inherit","2025-05-29 11:57:39","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":76,"thumbnail-width":77,"thumbnail-height":77,"medium":78,"medium-width":79,"medium-height":80,"medium_large":81,"medium_large-width":82,"medium_large-height":83,"large":84,"large-width":85,"large-height":86,"1536x1536":87,"1536x1536-width":88,"1536x1536-height":89,"2048x2048":90,"2048x2048-width":91,"2048x2048-height":92,"post-thumbnail":93,"post-thumbnail-width":94,"post-thumbnail-height":95,"12_col":96,"12_col-width":97,"12_col-height":98,"default_landscape":99,"default_landscape-width":100,"default_landscape-height":74,"default_portrait":101,"default_portrait-width":74,"default_portrait-height":100,"6_col_and_margin_short":102,"6_col_and_margin_short-width":94,"6_col_and_margin_short-height":98,"11_col_and_margin":103,"11_col_and_margin-width":104,"11_col_and_margin-height":98,"9_col_rectangle":105,"9_col_rectangle-width":106,"9_col_rectangle-height":107,"11_col":108,"11_col-width":109,"11_col-height":98,"staff_image_696_600":110,"staff_image_696_600-width":73,"staff_image_696_600-height":74,"rectangular_thumbnail":111,"rectangular_thumbnail-width":112,"rectangular_thumbnail-height":113},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":115,"reduced":27,"top_overlap":116,"bottom_underlap":116,"disable_observer":-1,"heading":117,"cta_text":118,"cta_link":119,"items":120},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[121,137,149],{"type_key":16,"title":122,"excerpt":123,"to":124,"postedAt":125,"readingTime":126,"image":127,"authors":128,"category":135},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[129,132],{"name":130,"image":131},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":133,"image":134},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":136,"name":46},"\u002Fblog\u002Fcategory\u002Fprogrammatic\u002F",{"type_key":16,"title":138,"excerpt":139,"to":140,"postedAt":141,"readingTime":142,"image":143,"authors":144,"category":148},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[145,147],{"name":146,"image":131},"Harry Clements",{"name":133,"image":134},{"to":136,"name":46},{"type_key":16,"title":150,"excerpt":151,"to":152,"postedAt":153,"readingTime":154,"image":155,"authors":156,"category":160},"What’s new in Paid Media: June 2026 industry updates","\u003Cp>Welcome to the latest blog from the  Impression Paid Media Team, where we uncover the latest news and trends to help you stay ahead of the curve. 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