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6 min read

Programmatic Video and Franchise Development

4/12/22 1:10 PM


Marketers are always looking for effective ways to connect with audiences on a deeper level. Video advertising is a powerful yet personal way to communicate your brand with prospects while informing and educating them about what you can portray - is an opportunity of a lifetime. 

Advertising through programmatic video is a proven method to reach specific audiences in the most opportune way and is a must for any franchise development strategy. With the right creative team to craft a compelling story, programmatic video ads can reach the right candidates and sell them a concept that inspires confidence to invest and franchise with you. 

How Does Programmatic Advertising Work?

Programmatic advertising is the process of using automated technology to buy advertising space for digital marketing purposes. The person creating the ad identifies their target audience and sets a budget. Programmatic advertising uses software, which utilizes specific data insights and algorithms to then serve the ad to the target audience and uses real-time bidding (RTB) to display the ad at the right time. 

With this technology comes improved user targeting, which translates to increased conversion rates and reduced cost per acquisition, since you’re now reaching only interested candidates.

Why Franchisors Are Turning To Programmatic Video Advertising?

One of the fastest-growing ad channels in the last six years is programmatic video advertising, and as time progresses, it will continue to offer more sophisticated automation and efficiency. 

Franchisors can rest assured their advertising dollars on programmatic videos will scale their business and keep them up and running for years to come. By the end of 2022, US advertisers will spend an estimated $62.96 billion on programmatic digital video moving up from $52.17 billion the year prior. 

As a franchisor, you would want to tap into the use of programmatic video advertising to appeal to the ideal candidates by way of passing the franchise baton. Now, let’s discuss how this technology can do this for you.

Reach the right candidates 

Programmatic advertising technology uses strategic data and analytics to discover niche audiences via their location, behaviors, interests, etc. across the web. It uses the information gathered to display your video ad - with the message you want to communicate - at the right place and at the right time to engage that particular audience. While this type of video advertising can reach niche audiences to drive conversions, it can also target broad audiences to build brand awareness.

Expand reach with cross-channel advertising

Cross-channel reach is an integral aspect of the advertising strategy so that your ad gets across all mediums. Programmatic advertising will send person-specific ads, not just to a prospect’s mobile device but also their desktop/laptop and TV sets. 

Mobile represents two-thirds of programmatic video advertising, partly due to the power of social media platforms, however connected TV (CTV) is now making strides and earning more ad dollars. In 2022, programmatic CTV will see an increase of 39.2%, following an 82.4% increase in 2021.

Using video ads to land better conversion rates

According to content trend data, consumers have a stronger preference for watching video ads rather than looking at static image and text ads. Over 84% of consumers say they’ve been convinced to buy a product or service by watching a brand’s video based on a 2021 statistic report. 

Video ads perform better than other media formats on social media platforms, YouTube - the front-runner, Instagram, Facebook and so on. An impressive 93% of businesses reported that video posted on social media was responsible for landing new customers. 

While 87% of video marketers reported that video gives them a positive return on investment, and 81% said video has a direct, positive impact on sales according to a HubSpot report. With that said, choosing video advertising will connect better with prospective candidates and ultimately increase conversions rates.

Video ads also have a distinct advantage in search engine optimization. Using video content helps you to rank higher on Google search, allowing more people to see your ad and click on your page.

Get quantitative performance reporting

Programmatic advertising allows you to monitor the performance of an ad across all the media channels with reliable quantitative reports. These reports are based on data and communications by the software, eliminating human error and guaranteeing accuracy and reliability. This keeps your advertising campaign running at top form.

Take control of your budget

The advancements in programmatic advertising, where machines do all the work and not fancy sales teams, allow franchisors to cut back significantly on their marketing dollars. 

Programmatic advertising uses your budget settings to reach the most relevant users for the best return on your investment. The software behind programmatic ad buying also offers a cost-effective advantage by way of eliminating time-consuming processes, like placing bids and purchasing ad spaces, which is instead done through automation in real-time

How Programmatic Video Advertising Targets Prospects 

Programmatic ad targeting will allow you to reach the candidates who are likely more interested in your brand or business. When someone uses the Internet, advertising technology (AdTech) collects person-specific information, for example, on his or her location or search pattern online. This behavioral data can help advertisers determine if someone is an ideal candidate for the content they want to sell. 

Once you've crafted the perfect video ad, AdTech software will source the most appropriate sites online to place your ad. This can be done through intelligent keyword contextual targeting that searches for sites that contain content with the same keywords as your ad. Your ads will be pushed to those sites through RTB and displayed to prospective candidates when they visit the page.

Not only are candidates more likely to click on your ad at this point, but data will also show you how long the ad was viewed and whether a conversion was made. This data insight lets you know if your video ad is performing at maximum efficiency. 

Choose The Right Creative Partner To Score A Winning Ad

It's one thing to get your ad in front of the right candidate, but what your ad says can be the difference in converting sales. This is where choosing the right creative partners comes into play. We at Trifactor take pride in telling your story in the most engaging and compelling way with the perfect video.

As creative video marketers, we know how to develop a winning video marketing strategy to transform inhibitions into thrill, so candidates feel invigorated to take the leap into franchising. Through high-impact videos, we’ll spark excitement and give candidates rich nuggets of information so they can realize their dream of becoming a franchisee. Connect with our creative team so we can share our proven and celebrated video marketing strategy and create a winning franchise ad for you today.


Claudine Baugh
Written by Claudine Baugh

Content writer Claudine at Trifactor creates digital marketing and video content for various projects as part of the creative team.

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