Omnichannel Video Marketing

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

In this course, 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.

Powered by New Marketing Institute of Media Math.

This course is limited to ANA members only.

Learning Experience

This is a video-based, lecture format course with no interactivity. It provides real-world, practitioner-led learning. Active course participation is minimal and includes assessments, but no knowledge checks, activities, or resources/tools.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in omnichannel video marketing.

Course Outline

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
    • 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

Estimated Length of Completion

Approximately 35 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Individual $149 Nonmember N/A



Michelle Said

Senior Manager, Certification and Curriculum Development
New Marketing Institute of MediaMath

In addition to overseeing and editing documentation to support training at the New Marketing Institute, she uses her 10 years of experience in the online space to educate others in NMI’s industry-leading Digital Marketing and Omnichannel certification tracks.

Prior to joining NMI/MediaMath, she worked in all sides of the industry, first in establishing the rich media certification process at EyeWonder and helping to lead the company’s office in Dublin, Ireland, before trying her hand in the programmatic ad space in account management and yield delivery positions. Michelle earned a bachelor’s degree in Journalism and English from the University of Southern California and watches movies religiously at home in Brooklyn.