The key to delivering engaging videos starts with enticing media titles. To support an intent-to-watch experience with viewers who choose to click play, you’ll want to draw them in with captivating and hard-to-refuse headlines. We share tips and examples for creating successful titles that pull in the views.
- Why Video Ads Still Load Slowly (eMarketer, 2/26) Brian Rifkin, co-founder of video software company JW Player, spoke with eMarketer’s Ross Benes about the technical details that create latency with video ads.
- Live by the algorithm, die by the algorithm: How LittleThings went from social publishing darling to shutting down (Digiday, 3/1) The business model was intrinsically risky. LittleThings decided early on to ride a tiger, in its case Facebook, only to have the tiger turn around and eat it. LittleThings only grew as big as it did because of Facebook — but it couldn’t find that audience elsewhere when Facebook choked off its reach.
Last month, Apple became a founding member of the Alliance for Open Media (AOM), the project that manages development of the emerging AV1 video codec, "a next-generation video format that is . . . interoperable and open,” according to the AOM website.
The story originated simply from the word "Apple" suddenly appearing on the AOM website, yet within the video tech community it was seen as a seismic shift in the video tech industry.
Until now, the potential of header bidding for video has been limited by difficult implementation and a fragmented marketplace. Video Player Bidding is a market-changing solution built for video to reduce latency and boost monetization with just one click. We’re here to help you onboard.
- As promised, Facebook traffic to news publishers declines again, post news-feed change (DigiDay) Chartbeat data showed Facebook traffic to publishers declined 6 percent since the beginning of January.
- Publishers warm to Google, but still worry about getting crowded out in search results (DigiDay) Some worry about Google’s propensity to show more and more information in its search results. Publishers are grumbling about the trend even as Google has become a growing part of publishers’ referral traffic.
As Senior Product Manager of JW Recommendations, I’m pleased to share some exciting features we’ve been developing to deliver the best in video intelligence:
- Tag exclusion rules
- New Out-Player Widgets
- Powerful API tools
- Even Better Recommendations
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.