JAN 19, 2020
Traditional Ad Serving Is Suboptimal for Video in Display
Video advertising has undeniably exploded over the last years and it is now one of the fastest-growing digital ad formats with Youtube, Social, and Outstream leading the way. As an example, digital video ad spend in the US is projected to grow by over 43%, from 15.8bn USD in 2018, to 22.18bn USD in 2021.
As an effect of the surge in demand, video ad inventory has become increasingly expensive. So, in the search for more cost-efficient video reach, the possibility of distributing video ads in display ad units, so-called Video in Display ads, has become more and more attractive.
Historically, Video in Display has had a series of problems that limit its effectiveness. Traditional ad-serving technologies have not been sophisticated enough, which results in long load times and poor quality ads, reducing the number of actual ad views from the impressions bought.
As demonstrated in the example below, Video in Display ads using legacy technologies will generally not have enough time to load, before the user has scrolled past it.
SeenThis Increases Ad Views and Quality
By applying our adaptive streaming technology we solve those problems, enabling ads to load instantly in an optimal quality for every user – leading to a substantial uplift in the number of ad views. Since the quality is automatically adapted for every user, there are no file size restrictions! So advertisers can use any high-quality video asset in their creative – significantly increasing the user experience.
As a result of this, advertisers will see a significant uplift in the number of ad views by using SeenThis. Even when the number of impressions can be reduced due to a higher tech fee with SeenThis, the actual number of ad views will actually be higher – due to shorter load times and higher compatibility, as illustrated below.
SeenThis increases the number of ad views, compared to traditional ad serving
Lower Your Cost per View
If you were to look at the results for an actual campaign, you will generally see a substantial uplift in the number of video starts, due to shorter load times and a higher device compatibility. So, even though the tech fee for SeenThis is higher than the alternative in this example, which reduces the number of impressions, the final cost per view is actually lower.
Example of the performance uplift from using SeenThis
Due to faster load times and a higher device compatibility with SeenThis, our higher video start ratio generates a 33% uplift of ad views resulting in a 25% reduction in cost per view. A pretty significant improvement from just loading your Video In Display ads faster, right?