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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.
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.
Publishers can maximize their sales, says JW Player of its new programmatic video solution, while advertisers can reach a premium audience.
Achieving a server-side ad insertion experience on the client-side with JW 8.1
One of the most lucrative and engaging placements for online video advertising is the pre-roll ad. This is the ad that comes before main content that a viewer is attempting to watch. When the ad completes or is skipped to the main content, it is imperative to start video as quickly as possible. If viewers are stuck waiting for the video to load, they will leave and likely not come back. The rate at which viewers abandon video increases the longer they have to wait. Studies show that most viewers are willing to wait 1-2 seconds for video to start. After that, you can expect a 6% drop-off for each additional second of wait time.
When it comes to transitioning smoothly from advertising to content, online video has always trailed behind broadcast TV. This is due to the nature of client-side ad insertion and programmatic video. Server-side ad insertion is a potential solution to achieve a seamless experience, but it has been two years since it was added to the VAST 4.0 specification. Overall adoption is slow and expensive because of the lack of standardization around the actual insertion and tracking. It also requires infrastructure changes that only premium media publishers can typically afford.
We launched JW8 to provide a broader base with a broadcast-quality online video experience. Using intelligence gleaned from our large network of video players, we learned how to get 75% of all of our video starts after an ad plays to be under two seconds. Our latest iteration of JW8 improves time to first frame by 100%. In JW 8.1, 75% of videos start up in under a second, with the vast majority of these plays starting close to instantaneously.
The result? An online video experience that’s as seamless as cable TV, even on slower mobile networks. Check out this video that shows the difference in performance when on a cellular network.
What’s next? We are going to extend this functionality and keep making those green bars bigger.
To learn more about how to become a video-first publisher, schedule time to talk with one of our video experts.
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