How streaming can help advertisers reach consumers online in a post-cookie world
Capturing consumer attention will always be a high priority for brands. However, as we will see the phasing out of third-party cookies in the near future, brands and advertisers will have to rethink how they engage with their audience. According to a recent research report put together by McKinsey, the challenges that a cookie-less world poses on players in the advertising industry are immense.
There are many solutions being developed to counteract the effects of not having access to third-party data for targeting, with some of the more promising options being creative and contextual targeting, as well as a ubiquitous ID Solution.
Returning to the original question of how brands can remain at the forefront of consumer attention, a study published in the Harvard Business Review found that video advertising is a more effective and engaging channel, thereby delivering better results. That being said, advertisers and brands often mention three points of frustration in video advertising, with the two most notable being limited reach and increased costs. The third is that video ads today face file-size limitations, making heavy compression the only answer; this compression often results in lowered quality, which negatively impacts performance. Considering that brands today compete for consumer attention in a busy online mediascape, where the window to garner interest and harness potential interaction is often less than two seconds, all this becomes increasingly important.
But what if there was a solution that allowed brands to have their cake and eat it too? This is where adaptive streaming comes in. Just as streaming has revolutionized industries such as in TV, music, and movies, we at SeenThis believe it will become the de facto standard for delivering digital advertising. Our adaptive streaming technology allows advertisers to stream high-quality video creatives in display across the programmatic ecosystem, meaning brands are guaranteed to not lose any ad views due to poor load times. By removing file-size limitations from the equation, brands are able to purchase standard IAB formats via their DSP and ad server of choice, without having to choose between quality or load time.
Together, we now have the opportunity to take video to its full potential and ensure that brands can continue to engage with their audience in a post-cookie world.
For more information, please contact Charlotte, Agency Sales Manager, at charlotte@seenthis.co.uk.
Feb 09, 2022
