What Are Ad Impressions?

Part 3 of 5 from JW Player’s “Anatomy of a Video” Series

So far in our exploration of video fundamentals, we’ve examined embeds and plays. But there’s often a step in between that underlies the success of all AVOD (advertising video on-demand) publishers. Ad impressions are the engines that turn plays into profits. Measuring them correctly and using these insights in evaluating audience loyalty are critical if you want to monetize successfully.


 
AD IMPRESSIONS, DEFINED

An ad impression is measured when an ad is delivered in the first frame. If the ad was skipped before reaching the end, the impression still counts.

Ad impressions can occur before the start of a video (preroll), in the middle (midroll), or after the end (postroll). For the purposes of this blog, we’ll focus on the most common form—preroll.

If prerolls are done poorly, they are the first point of viewer drop-off after the embed. Perhaps the ad took too long to load, or the ad content didn’t grab people’s attention. Or, worse yet, the ad was requested but never filled by advertisers.

 

HOW TO BE SMARTER WITH DELIVERING ADS

Luckily, these potential challenges have a silver lining—they provide insight into audience fatigue and loyalty. By tracking how your viewers are interacting (or not interacting) with ads, you can make important business decisions, such as how best to retain your customers.

For example, if you detect high levels of ad fatigue and want to prevent viewers from bouncing from your site, you might exercise a certain restraint. You might intentionally hold off on serving ads in the next instance—in the hopes that some users will return tomorrow.

Essentially, you are investing in the lifetime value of the customer. You’re saying: I choose not to give you this ad now, so you are more likely to come back later. Over time, this increased loyalty translates into more ad revenue.

 

MAKE YOUR AD IMPRESSIONS COUNT

At JW Player, we offer tools to help you make the most of your ad impressions. Our ad scheduler gives you full control over when to show your ads, and it takes factors into account like video length.

For instance, if your video is 10 minutes long, it could make sense to use a midroll, whereas a 2- to 3-minute video would be a better match for a preroll.

You can gain a more detailed breakdown of your ad impressions through our segmentation tool. The tool is a great way to deep dive into how your ads are doing, slicing out which assets, configurations, or pages are driving the most impressions.

 

To learn more about how to successfully monetize your videos, schedule time to talk with one of our video experts.
 

Contact Us

 

The “Anatomy of a Video” Series explores key measures of a video’s life cycle: embed, ad impression, play, complete, and time watched. Together, they provide a comprehensive picture of how and why viewers engage.

The post What Are Ad Impressions? appeared first on JW Player.

The State of JW Player

Highlights, data, and fun facts from 2017

As the New Year begins, we’ve put together a snapshot of what JW Player has been up to in the last 12 months. 2017 was a huge year for our company as we sped up our growth, doubled the size of our staff, developed 36+ new features, and brought video to more screens than ever.

The industry’s moving rapidly—and we’re in the fast lane. Here are highlights from our year in video.

AT A GLANCE

Based on all-network data, January-December 2017

 

168 Billion

Total number of plays

 

5,300

Total number of plays per second on average

 

32 Billion

Total number of ad impressions

 

489 Million

Total hours of time watched

 

51

Number of hours a commercial plane takes to fly around the world.

The plane would make 9.6 million trips in the total time that viewers watched JW Player videos.

 

***

PLAYER & PLATFORM

Our lightweight player and customizable platform worked harder, better, faster, and stronger in 2017.

 

5.5 Billion

Number of seconds of video transcoded

 

2.2 Million

Number of dashboard sessions

 

4.8 Million

Number of videos uploaded to JW Platform

 

5 minutes, 54 seconds

Average length of a video uploaded to JW Platform

 

***

JW8 UPDATE

In 2017, we debuted the world’s fastest HTML5 player, JW8.

 

22%

Percentage of customers who adopted JW8 within the first 3 months

 

  ***

RECOMMENDATIONS ENGINE

JW Player is much more than a player. Our video intelligence produced a huge number of incremental plays and monetization opportunities in 2017.

 

2.1 Billion

Number of plays from Recommendations

 

532 Million

Number of ads delivered via Recommendations

 

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MOBILE

With 53% of mobile users abandoning sites that don’t load within three seconds, we’re invested in supporting a strong mobile experience.

 

41%

Percentage of plays on mobile devices across all networks in December 2017

 

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FLASH DEPRECATION

2017 saw a continued decline in Flash, and our data is in line with what’s happening throughout the industry.

 

7.23%

Percentage of plays in Flash by end of Q1, JW Platform

 

2.08%

Percentage of plays in Flash by end of Q4, JW Platform

 

***

OUR CUSTOMERS

In 2017, we served publishers in every country in the world. They come from all industries and push the boundaries of success. Our publishers have:

 

Been honored by the United Nations

 

Produced a live event every 18 minutes on average somewhere in the world

 

Used video to promote conservations of Unesco World Heritage Sites

 

Created the first, live surfcam

 

Worked with Derek Jeter to tell first-person athlete stories

 

Promoted healthier eating by bringing calorie counts to restaurant menus

 

Hit 1 billion plays

 

And much more . . .

 

Ready to join this thriving global JW community? 2018 promises to be our biggest year yet, and we invite you to be a part of it.
 

Schedule time to talk with one of our video experts about making the most of an evolving industry as a video-first publisher:

 

Let’s Talk

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