April 12, 2022
In today’s fast-moving digital landscape, small businesses must be strategic about how they attract and engage customers. Traditional advertising methods are no longer enough to compete with larger companies that have substantial marketing budgets. Instead, small businesses need cost-effective, data-driven solutions that can deliver measurable results. One such solution is programmatic video advertising—a method that automates the buying and placement of video ads using artificial intelligence (AI) and real-time bidding. But can programmatic video ads truly help small businesses thrive? Let’s break it down.
Programmatic video advertising refers to the use of automated technology to buy and place video ads across digital platforms. Unlike traditional media buying, where ad placements are manually negotiated, programmatic advertising leverages AI to analyse vast amounts of data and determine where and when to display ads for the best possible engagement. This approach ensures ads are shown to the right audience at the right time, maximising efficiency and return on investment (ROI).
Programmatic video ads can appear in various formats, including in-stream ads (before, during, or after video content), out-stream ads (standalone video placements within articles), and connected TV (CTV) ads, which are displayed on streaming platforms. With more consumers spending time watching videos on mobile devices, websites, and smart TVs, small businesses have an opportunity to reach highly targeted audiences with precision. Implementing best practices for video programmatic advertising campaigns is crucial for maximising the impact of these efforts. This includes careful audience targeting, creative ad design, and continuous performance monitoring.
For many small business owners, advertising dollars must be spent wisely. Every campaign should generate strong leads, increase brand awareness, or drive sales. Programmatic video advertising offers several advantages that make it particularly beneficial for small businesses:
Traditional video advertising—whether on television or through direct partnerships with digital publishers—can be expensive. Programmatic advertising levels the playing field by allowing businesses to set their own budgets and bid for ad placements based on real-time data. Small businesses can optimise their spending by targeting only the most relevant audiences, reducing wasted ad spend.
One of the key advantages of programmatic video ads is the ability to target specific demographics, interests, and behaviours. Using AI-driven insights, businesses can reach audiences based on factors such as location, online activity, purchase history, and even the type of device being used. This ensures that small businesses aren’t just reaching more people—they’re reaching the right people.
Unlike traditional media buys that require manual adjustments and long-term commitments, programmatic campaigns can be monitored and optimised in real time. If an ad isn’t performing well, AI-powered algorithms can adjust targeting strategies, shift budgets to better-performing placements, or refine messaging to improve engagement. This flexibility is invaluable for small businesses that need to make every dollar count.
Small businesses often assume that top-tier ad placements are reserved for big-budget corporations. However, programmatic video advertising provides access to high-quality inventory across premium publishers, streaming services, and mobile apps. This means that a small local business can appear on the same video platforms as national brands, boosting credibility and exposure.
Data-driven decision-making is essential in today’s competitive marketplace. Programmatic video advertising provides detailed insights into ad performance, including impressions, view-through rates, click-through rates, and conversions. These metrics allow small businesses to evaluate the effectiveness of their campaigns and make informed adjustments to improve results over time.
While programmatic video advertising offers substantial benefits, success depends on proper execution. Small business owners should consider the following when launching their campaigns:
Before investing in programmatic advertising, businesses should establish specific objectives. Are you looking to increase website traffic? Drive online sales? Generate leads? Having a clear goal will guide targeting strategies, ad placements, and budget allocation.
Even the best-targeted ad won’t be effective if the video content itself doesn’t resonate with viewers. Small businesses should focus on creating engaging, visually appealing videos that tell a compelling story, highlight a unique value proposition, and include a clear call to action (CTA). Short, attention-grabbing videos (typically 15–30 seconds) tend to perform best.
To maximise the impact of programmatic video ads, businesses should utilise first-party data (e.g., website visitors, customer lists) and third-party data (e.g., behavioural insights) to refine audience targeting. Lookalike audiences—people with similar characteristics to existing customers—can also be an effective way to expand reach.
A successful programmatic video advertising campaign requires ongoing monitoring and adjustments. Small businesses should regularly review key performance metrics and make data-driven decisions to improve ad placements, creative elements, and targeting parameters.
To achieve optimal results, small businesses should follow best practices for video programmatic advertising campaigns. This includes A/B testing different video creatives, utilising retargeting strategies to engage past website visitors, and optimising for mobile-first experiences since most video content is consumed on smartphones. Additionally, businesses should ensure their campaigns comply with privacy regulations and industry standards to maintain consumer trust.
Not every small business needs programmatic video advertising, but for those looking to expand their digital presence, it can be a game-changer. If your business relies on digital customer engagement—whether through e-commerce, lead generation, or brand awareness—investing in programmatic video ads could provide a significant competitive advantage.
However, small business owners should approach this strategy with realistic expectations. While programmatic advertising can be highly efficient, it requires continuous optimisation and data-driven decision-making. Partnering with a digital marketing expert or leveraging self-serve programmatic platforms can help ensure your campaigns deliver meaningful results.
In an era where video content dominates consumer attention, programmatic video advertising offers a powerful, accessible way for small businesses to compete with larger brands. By utilising automation, data-driven insights, and precise audience targeting, small businesses can maximise their advertising budgets and achieve measurable growth. With the right approach, programmatic video ads can be an effective tool to help your small business not just survive, but thrive in an increasingly digital world.
