Video Ad Viewability: A 5-Step Survival Guide
In other ways, however, we're still stuck between the old and the new. For publishers, a bit of angst about migrating from CPM-based selling to engagement-based selling is warranted. More agencies and advertisers are looking at campaign goals based on viewable ads rather than reported impressions. It doesn't take a rocket scientist to understand that under a viewability-only focused model you'll have to deliver a lot more ads to meet those goals — on the same budget.
So there's the rub.
How can sellers adapt and make the most out of a seemingly inevitable shift to viewability-based campaign measurement? How can they keep both their buyers and their CFOs happy at the same time? How can they make sure their content isn't devalued? The good news is with the right practices, viewability can work for you, not against you. The tools are arriving that can turn this perceived vulnerability into a new strength, even if it's a bit painful growing into it at first.
Get on this five-step checklist and viewability can work for you:
1. Audit — know your potential. It's critical to have a viewability measurement solution integrated with your ad server. Even if it won't be bulletproof, you need to have a solid understanding of which assets will be likely to meet buyer expectations, and which may fall short. In addition to pure viewability measurement, you'll need video analytics that can tell you which assets are driving the highest engagement across all device types. This will help you understand how every aspect, from page placement to player size, is affecting engagement or causing abandonment. Without this readily available video intelligence, you're already shooting in the dark.
2. Optimize — take action. Now that site owners have better intelligence on viewability performance across all of their assets, perhaps the most important part of staying in control is optimizing inventory. Create packages that bring together your highest-performing assets, and offer those at a higher CPM. Use the data you're collecting to understand how to improve the assets that are underperforming. Analytics can uncover the factors that are driving your highest engagement, enabling you to replicate them across your entire catalog. Let the data be your guide.
Related story: 5 Ways to Grow Your Business With Video Analytics