DIGITAL MEDIA / ONLINE VIDEO
Online Video.
Choose where your video advertising belongs.
Digital video planning and buying across suitable streaming, publisher and social environments.
CLIENTS WE’VE WORKED WITH
Experience across markets and industries.
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TIER’S PLANNING VIEW
When this earns a place in the plan.
Online video should be planned around the viewing environment and the message, not treated as a cheaper version of television. A skippable video, a muted feed placement and an in-stream ad ask different things of the creative and produce different measurement signals.
Use video to explain a product, demonstrate work, build recognition or answer an objection that static creative cannot handle well. It is less useful when the campaign assumes that every format delivers the same attention, or when the important information appears only after most viewers have moved on.
EXECUTION THAT MATTERS
Best practices before and during the buy.
Design for the actual placement.
Agree on player context, screen, sound behavior, skip conditions and creative specifications. Communicate the brand and useful proposition early enough for the environment. Adapt footage and text rather than uploading one television edit everywhere.
Define the measurement terms before comparing sellers.
Served impressions, viewable impressions, platform views and completions describe different events. MRC’s browser-video viewability baseline includes a pixel and continuous-time threshold; viewability is an opportunity to see, not a claim about comprehension. Ask which standard and environment each report uses.
Measure the job the video was assigned.
For awareness, review useful reach and appropriate brand measures. For action, inspect qualified response and landing behavior. Separate format effects, audience changes and offer changes in creative tests; a higher completion rate can also reflect a shorter ad or a different inventory mix.
INDUSTRY FALLACIES
Claims worth challenging.
“A view is a view across every platform.”
Definitions differ. A raw count cannot be compared responsibly without the event definition, ad length and placement context.
“High completion makes the message memorable.”
The player can finish while the audience pays little attention. Delivery measures need a separate question about the brand and business effect.
“Clicks are the only evidence that video worked.”
Video may influence later search and purchase. That does not justify claiming every later conversion; choose an evaluation design suited to the intended role.
CATEGORY-SPECIFIC APPLICATION
The tactic changes with the business.
Furniture and retail
Demonstrate scale, use and product differences. Pair creative with current availability and a relevant store or product destination. Evaluate whether a promotion is driving profitable purchasing rather than only low-margin volume.
Home services
Show the process and credible evidence of the work. Make the service area and next step understandable. Review response by the job types the business can actually take.
Professional and regulated services
Use clear explanations and approved claims. Do not let faster edits hide necessary conditions or turn testimonials into unsupported promises about the typical outcome.
YOUR DATA / BETTER BUYING DECISIONS
Put customer insight to work.
Use permitted customer insight to shape messages and audiences. Compare response with the format and placement, not a single blended completion metric. TIER plans and coordinates CRM analysis, address hygiene and approved appends with the client’s existing providers. Separate observed first-party records, licensed appended attributes and modeled audience inferences. Agree on provenance, freshness, permitted use, match coverage and fees before buying. Use eligible data to support allocation, appropriate customer exclusions and outcome analysis. For activation, purchased or appended contact identifiers are not automatically eligible for Google Customer Match; its policy requires information collected in a first-party context. Sensitive-category and platform restrictions still apply.
QUESTIONS BEFORE COMMITTING BUDGET
What a buyer should ask.
- Where will the video play, and under what sound and skip conditions?
- What exactly qualifies as a view or a completion in this report?
- Does the first part of the creative communicate anything useful?
- What outcome would make this video allocation worth repeating?
PRIMARY REFERENCES
The mechanics behind the guidance.
References for platform rules and measurement definitions. The planning recommendations and category examples are TIER’s judgments, to be adapted to the client’s brief.
Sources reviewed October 7, 2026.
LET’S TALK MEDIA
What are you trying to achieve?
Tell us about your business, the markets you serve, and what your advertising needs to accomplish. We will discuss where TIER can help with planning, buying, and campaign management.