Vindico says video publishers may be playing hide-and-seek with your ads.
We’ve no doubt that you’ve heard of the saying, ‘you get what you pay for.’ But unfortunately, when it comes to your video ad placements, that old adage may not always hold true. Many video publishers, under enormous pressure to deliver impressions to their advertisers and margin to their investors, have devised a host of clever methods for artificially boosting their ad viewership numbers. Some of these methods are deceptive and can make your video ads be practically invisible and near enough impossible to be viewed by anyone.
For instance, increasingly publishers have been buying, (knowingly or unwittingly) inventory from impression mills. These are third party sites designed to provide additional “audience” to sellers in need, where they loop video ads in 1x1 players that appear as a mere speck on the screen, not viewable by anyone except, perhaps, those with superhuman vision. Another method is to run video ads hidden behind banner ads. Again, though these ads might technically run, no one can actually see them. A third type of “viewer-less” video ad might be those positioned to the extreme right or absolute bottom of an abnormally wide or long web page. Only the determined few who take the time to scroll these impossibly far distances would have the chance of viewing the ad at all. In most cases these ads begin at page load and are not initiated by a user clicking on a play button.
And if you think these types of tactics just aren’t that prevalent in the industry, think again. Recent studies show that as high as 20 to 30 percent of all video impressions fall into this “invisible” ad category. Which means your video ad campaign metrics could be starting out 20 to 30 percent in the hole from the get-go.
So how do you guard against these dishonest and unfair tactics to be assured your video ads not only run, but are within view and can actually be seen? Adtricity from Vindico provides the answer.
Adtricity brings together the concepts of video ad verification and viewability into one solution — guaranteeing the overall quality of video ads. Adtricity not only shows how and where ads get seen, but whether they’re actually viewable, thus providing a new standard in quality for the video ad industry.
Agencies and advertisers measure the viewability and verification of their campaigns to ensure top return on investment. The tool provides the ability to adjust campaigns on a continuing basis to maximize performance from every campaign.
Recently, ad agency VivaKi, adopted Adtricity across all brands. VivaKi is part of the Publicis Group which has agencies in 108 markets around the world.
* Sponsored content in collaboration with Vindico.
Find out more about Vindico and the Adtricity platform.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT