DMA: Data and Marketing Association
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Omnichannel Video Marketing

Learn the best practices of video advertising.

Any place, Any time


Do you know the different between TV and internet video advertising? Should you be using video advertising in your campaigns?

In this module from DMA & MediaMath, we show you how video is an increasingly important – yet sometimes overlooked – channel for marketing and ad spend, how you can best leverage this medium, and what is on the horizon. You will learn the history and current state of digital video advertising, key terminology specific to video marketing, programmatic and video advertising goals, and best practices.


  • Introduction to Omnichannel Video
  • The State of Video Advertising
  • Key Terms
  • Digital Video Advertising Basics
  • Advantages of Video Advertising
  • Optimization and Reporting
  • Programmatic Video
  • Video Tags
  • Programmatic TV
  • Omnichannel Video Workbook

Course Pricing

  • dollar Member - $99
  • dollar Non-Member - $149
See DMA Member Benefits »

About The Instructor

Michelle Said
Michelle Said is the Senior Manager, Certification and Curriculum Development with the New Marketing Institute. In addition to overseeing and editing documen... Read More »

Course Duration

  • 35 min.

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Section 1: The State of Digital Video Advertising

  • TV vs. the internet: are they distinct channels?
  • How consumers are watching TV
  • How consumers are buying TV
  • How TV relates to other channels
  • TV ad spend trends

Section 2: Key Terminology

  • Completion rate
  • GRP
  • Transcoding
  • VAST tag
  • VPAID tag
  • Reach & frequency
  • and more

Section 3: Digital Video Advertising Basics

  • A History of Video Advertising
  • The Four Screens
  • Ad formats
    • In-stream
    • Out-stream
    • Native
  • Advantages of digital video
  • Viewability
  • Event trackers for video creatives

Section 4: Best Practices

  • Incremental
  • Branding
  • Direct Response/reach
  • Video targeting
  • Video length
  • Good questions to ask
  • Video Supply Sources
  • How to bid on online video inventory

Section 5: Looking Forward: Programmatic TV

  • The TV landscape is shifting
  • Linear TV, connected TV, VOD, & Set Top Box data
  • Programmatic FAQ
  • The 3 phases of programmatic TV

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

Want to do even more with this topic? Join one of our DMA communities and participate in knowledge sharing, best practice development, leadership building and networking with DMA members from across the globe. Please note, you must be a DMA member to participate in this group.
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