FEB 3, 2020
Video is One of the Fastest Growing Ad Formats
As the internet has evolved over the past couple of decades, so has the market for video advertising, and many new advertising formats have emerged to cater to the advertisers' never-ending appetite for video.
As we all know, video advertising started with TV ad slots – before, during and after your favorite shows. Naturally, the same type of ad content then moved into the online video channels, such as instream advertising (or, as it is more commonly known: pre-, mid- and post-rolls).
As both advertisers and content publishers have looked for more ways to distribute video ads, outstream video has emerged as a very promising format. To put it short, outstream is essentially a video ad that is not placed in relation to other video content. As an example, you can find the ads in the middle of an article or in the feed between two blocks of content.
Interestingly enough, data shows that outstream has become quite the blockbuster format. In Europe, its share of digital video ad spend grew from 44.7% in 2017 to 49.4% in 2018, according to the AdEx Benchmark 2018 Study. So outstream is clearly a format coveted by advertisers looking to reach more video inventory, as instream has become increasingly expensive.
When buying outstream, there are generally two different options for advertisers. You can either buy it on social media or look towards an outstream network, which has integrated its own video player on sites owned by content publishers. Both have have their respective benefits, but they both share one major limitation: just like instream, the price for outstream inventory has increased dramatically.
So, what other alternatives are available if you want to distribute video ads in the most cost-effective way possible? Many advertisers might be tempted to use the display inventory for distributing video ads, since it is generally much cheaper than instream and outstream. But, historically, the technologies used to serve video ads in display have been plagued by poor quality and slow load times, which means in-banner videos have not been a viable alternative. Until now.
SeenThis Unlocks the Potential of Video in Display
At SeenThis, we use an adaptive streaming technology, which enables videos to load instantly in the optimal quality for every user, while removing all file size limits. So advertisers can use any high-quality video asset in their creative.
As a result, we have finally enabled videos in display to become a natural part of the video advertising landscape, with all the benefits from programmatic distribution (primarily cost reduction and targeting).
Klarna Used SeenThis to Extend Their Video Reach
We have worked with over 500 brands to execute 5000+ campaigns globally, many of which have used our technology to attain a cost-effective video reach. One example is the financial services powerhouse Klarna. Their goal was to deliver cost-effective video ads, without compromising on quality, to launch of their new brand.
Our creative team adapted their TV and social video assets to display formats, enabling them to be distributed in regular display ad units, with our streaming technology.
The results were beyond the client's expectations. The average view time of the ads were 16 seconds, and the effective cost for one thousand 10 second views (eCPMV) was significantly lower than for Youtube and social.
Summary of performance comparison