So far in our exploration of video fundamentals, we've examined embeds and plays. But there’s often a step in between that underlies the success of all AVOD (advertising video on-demand) publishers. Ad impressions are the engines that turn plays into profits. Measuring them correctly and using these insights in evaluating audience loyalty are critical if you want to monetize successfully.
- How Google’s Chrome Filtering will operate and how publishers can avoid its adblocking hatchet (The Drum) With the impending February introduction of “Chrome filtering” – aka the much dreaded adblocking feature – as per the terms of the Coalition For Better Ads (CFBA); a move that could significantly reduce the number of ads served by publishers via the world’s most popular web browser.
- Facebook’s new branded-content guidelines will force some publishers to abandon a business model (DigiDay) One by one, Facebook is cutting off access to the cheap traffic pipelines publishers used to tap on the platform, and it’s forcing some publishers to abandon tactics that defined their businesses.
One of the most lucrative and engaging placements for online video advertising is the pre-roll ad. This is the ad that comes before main content that a viewer is attempting to watch. When the ad completes or is skipped to the main content, it is imperative to start video as quickly as possible. If viewers are stuck waiting for the video to load, they will leave and likely not come back. The rate at which viewers abandon video increases the longer they have to wait. Studies show that most viewers are willing to wait 1-2 seconds for video to start. After that, you can expect a 6% drop-off for each additional second of wait time.
- Google and Facebook make up less than 5 percent of publishers’ digital revenue (DigiDay) Google and Facebook are the biggest tech companies in terms of advertising and biggest traffic sources for publishers, but they still only account for less than 5 percent of publishers’ digital revenue, a new report from publisher trade group Digital Content Next shows.
- The current state of advertising data, in 5 charts (DigiDay) How advertisers collect, store and use people’s data is being scrutinized more than ever, in large part due to the General Data Protection Regulation. Starting May 25, businesses will need explicit consumer consent to use their data. This is more of a headache for the use of third-party audience data than first-party data that comes directly from the publisher.
We’re thrilled to announce the launch of Video Player Bidding, a breakthrough header bidding solution for video with our exclusive partner SpotX, the leading video ad serving platform for publishers.
- Amazon’s ad business grew 60 percent this quarter (DigiDay) In its fourth-quarter earnings today, Amazon reported that “other” revenue, which mostly means advertising, plus its co-branded credit card agreements, increased to $1.7 billion in the fourth quarter. That’s 60 percent growth year over year.
- Why Mobile Video Ads, Already Surging, Could Get A New Boost Next Month (AdAge) Nearly 77 percent of all video spend will be executed programmatically come 2017, according to eMarketer, and a large chunk of those dollars (80 percent) will be spent on mobile come 2019.
Last December, as part of our series on video fundamentals, we looked at the many definitions of a video play and found that “not all plays are created equal.” If you want to tell the full story of why and how viewers engage with content, the quality of a play matters a lot---but it isn’t the only benchmark. That story begins with “the embed.”
Starting this July, Google will use page speeds to rank mobile websites in search results.
What does this Google “Speed Update” mean for video publishers? If you want more viewers to discover your site, make sure your page loads quickly with a smooth and seamless mobile video experience.
- Cheatsheet: Facebook’s attempt to rank publishers in the news feed (DigiDay) “Facebook continues to rattle the publishing world, first announcing that it would deprioritize news in its news feed and then saying it would ask users to rank news outlets’ trustworthiness. The news immediately stoked controversy, with critics saying Facebook is again abdicating its responsibility to control what appears in its feed.”