Sponsored Article: The Case of the Disappearing Video Ad
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 1×1 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.
