Introduction to Video RTB
Advertisers and publishers have rushed to join the real-time bidding (RTB) market. Drawn by the productivity and focusing on offered by automatic purchasing, RTB spending in plain view designs has risen quickly. Also, digital video as of now a quickly developing configuration—is presently seeing a massive rate of that RTB cost.
In 2012 the quantity of video promotion impressions purchased through RTB trades multiplied year over year; this year, the quantity video impressions will best 100 billion.
Video RTB Platforms
Google Invite Media:
Invite Media is a high effect demand-side platform that empowers advertisers, organisations and office exchanging work areas to utilise real-time bidding to purchase and streamline online media.
Purchasers can utilise Invite Media’s innovation to set up and oversee programmatic systems to encourage canny purchasing overall real wellsprings of real-time bedded stock, all in a single interface. With the capacity to apply information from any authentic source, in addition to the opportunity to make business rules for bidding and streamlining, Invite Media gives purchasers adaptable control over campaign execution.
MediaMath:
In 2007, MediaMath presented the central demand-side platform (DSP), changing the way digital media bought, and making another, more proficient route for advertisers to achieve customers, independently, at scale.
Today, MediaMath is the worldwide innovation organisation that is engaging cutting-edge marketers to rethink the way their marketing performs by changing the innovation that forces it. Our Terminal One Marketing Operating System permits marketers to enact information, robotize or programmatic execution, and upgrade buyer corporations over numerous channels. In reality, as we know it where span and proficiency are regularly at war, you require innovation and math to deal with your marketing nearness.
Turn:
Turn was established to convey the efficiencies of a hunt to online display. They engage the world’s best advertising or publicising offices/agencies and marketers in making closeness between premium brands and their focus on groups of ad viewers by conveying the best information-driven digital promoting. Turn’s real-time end-to-end media management platform carries custom gatherings of people at scale with unmatched execution and significant bits of knowledge. The organisation is situated in Silicon Valley with areas in New York City, Chicago, San Francisco, Los Angeles and Charlotte.
X + 1:
[x+1] Origin Platform is an automatic marketing centre that enables the world’s best brands to hold logically relevant discussions over a full range of paid and possessed media. [x+1] Origin Data Management Platform, controlled by the Predictive Optimization Engine(POE) and a wholly integrated DSP, mixes first and outsider information with prescient decisions to draw in groups of onlookers crosswise over online showcase, portable web, applications, email, website, and other digital channels. The organisation is headquartered in New York City with workplaces in Connecticut, Illinois, and Michigan.
DataXu:
DataXu established by MIT aeronautics n and astronautics researchers who composed the combinatorial language that guided NASA’s Mars mission arranges. These researchers – joined by prime supporters with full digital media and customer gadgets mastery – inspected potential business applications that would profit by a framework that could settle on real-time decisions. They give the central real-time media management platform for digital publicizing effort crosswise over on the web, portable, and video channels. With a transformative way to deal with digital promoting – joining digital media purchasing, enhancement, and investigation – DataXu helps brands and their organizations use dynamic advertisement decision knowledge for the most astounding media adequacy, better operational efficiencies, and remarkable shopper experiences. DataXu is headquartered in Boston, Massachusetts, and is upheld by Atlas Venture, Flybridge Capital Partners and Menlo Ventures.
Mobile Video Real-time Bidding
Video Ads have gotten to be the favorite trend in digital marketing, particularly for millennials. The millennials are the more visual so that video Ads would be more intelligent and appealing to them. Furthermore, sooner rather than later, the video Ads are anticipated to supplant customary presentation ads, which are less engaged and involved for the audience.
Mobile marketing is ultimately a hotly debated issue now in digital marketing. More organizations improve their site for SEO reasons as well as make their website mobile responsive. Mobile marketing is likewise alluring for millennials since now they profoundly rely on their mobiles. Millennials gather data, offer contemplations and shop items, however, their telephones.
Video content is the most proficient and direct approach to reinforce purchaser engagement and augment the group of onlookers range. As the latest option to our One Platform arrangement, it enables publishers with the crucial accompanying adaptation benefits As individuals expend more video substance and move their review propensities to various screens and gadgets, publishers have the chance to catch their consideration by adding video to their current, versatile and desktop stock.
RTB Video Advertising Growth and Market Statistics
Automatic buying is another method for obtaining show ads, and numerous advertisers and publishers are still not wholly versed all the while. Additionally, video represents its particular difficulties to the RTB model; premium valuing has made publishers hesitant to move a lot of stock onto RTB markets too quickly. Be that as it may, as more acclimate themselves to the procedure, the stock and relating dollars will climb.
Online Video Advertising Is Growing Much Faster Than TV, Search, And Most Other Digital Ad Markets
- video ad revenue will increase at 3 year compounded annually through 2016
- That’s the speed of traditional online display advertising in terms of mobile which will grow at 3% annually
- Online video ad revenue will touch around $5 billion in 2016 from $2.8 billion in 2013
- TV ads revenue will decrease nearly 3% / year consistently
- These video ads are more expensive than other formats
- Its average ctr is 1.84%, the highest ctr ever in all the digital ad formats
RTB video spending will likewise develop at almost three times the rate of general video spending, ascending at a yearly compound development (CAGR) rate of 57% versus 20% for video generally speaking.
All out US RTB digital display advertising spending will ascend by 73% this year, after dramatically increasing in 2011 and almost multiplying again in 2012. In 2016, RTB spend will represent one out of four displays dollars.
What is DFP Video Advertising?
Do you want to go beyond the regular ways of launching video ad campaigns?
Have you tired of using the non-sticky video campaigns that are being dead in your channel?
Is there any exciting video advertising strategy that gives full refreshment while running the video ad?
DoubleClick for Publishers video advertising is the one you are looking for.
Is it sounds something aggressive then just go through the below phrases.
DFP Video Advertising
In this type of advertising, the video ads are served along with the original video content while the video is playing at the audiences. This process is similar to the TV ads that means as the ads are displayed during the show.
If your videos are already rolling at the audiences, then these will help to have higher revenue. It is the best way for the publishers to launch the vast video ad campaigns.
As the Audience engagement increases, the need for most advanced features increases.
Categorization of Video and Display Ads
Mainly based on three factors the video and display ads have been categorized by the Internet Advertising Bureau.
Impression counting:
Display ads: When the ad is requested then the impression count starts.
Video: If the video ad is playing then the impression will be counted.
Tracking Events:
Display ads: This can be done by considering the clicks and impressions.
Video: The metrics can be used to measure the reach of video to the audiences.
Where the ad serves:
Display ads: The ad slot will be empty before serving the display creative ad. After that, the page will be served by the creative ad.
Video: The video player will play the content of another on the page before serving the video creative.
Supporting Ad formats of DFP
To launch the DFP video advertising, three types of ads are more flexible.
Linear video ads:
This type of ad format will be used to launch the video ads in the original video as the pre-roll, mid-roll and post-roll video ads to play the ad in the starting, middle, and the end of the video plays. It facilitates the advertisers to create an innovative ad by applying visual and audio effects that are having higher demand.
Non-linear ads:
It will not interrupt playback, and the ads will be displayed during the video content playback.
Campaign ad:
These ads will be displayed in the original video and will be appearing on the page of the video player.
Video player and ad serving
The video player plays the common role to display the video content and also the video ads on your website. This video technology partner can provide, or we can build our own. The video player should be VAST-compliant to have the DFP video advertising.
Principles for serving video ads:
Video Ad Serving Template (VAST): VAST XML and VAST chain must have a direct line for very tag we use. It will not support HTTP redirection. It is the standard to track and serve the video ads.
Digital Video Multiple Ad Playlists (VMAP): The multiple video ad playlists can be managed to make a schedule.
Video Player Ad Interface Definition (VPAID): This is the interface will play a role to make communication between the video player and video ad.
Integrated Video Players and Video Platforms
Here online video platforms and video ad serving platforms will collaborate with the Google. The online video platforms will enable us to maintain the video content by proving the video player. The video ad serving platform will generate the video monetization platform for the video player.
List of video ad serving platforms:
FreeWheel
Adap.TV
Acudeo
LiveRail
Features through video platforms:
Adsense for video
DFP video
Video on the Ad Exchange
Adsense for games
Games on the Ad Exchange
What is Video SSP ? – The Ultimate Guide
Demand side platform is used by advertisers for buying online advertisements. Supply-side platforms are for publishers. Everything about Video SSP has given here.
This is software used to sell ads in automated system. These are used by online publishers to sell video and mobile ads.
Large numbers of video advertisements are programmatically sold. But the focus is many times more on advertiser platforms and this is a disadvantage for the publishers.
Video Advertising SSP
Video supply side platforms are much similar to demand side platforms but are meant for publishers. While DSPs are marketers to buy the ads, Video SSPs are for publishers to sell the video ads.
Video SSPs and DSPs run based on same technology. In supply side platforms, publishers are allowed to connect their video ad inventory to more ad exchanges. The publishers can get highest possible rates for their video inventory.
As the impression are opened for more potential buyers, publishers can get maximize revenue. These are also referred as yield optimization platforms.
Advantages of Video Advertising SSP
Supply Side Platforms are also called the sell-side platforms and yield optimization platforms.
These help the digital publishers to get highest prices for the ads. The advantage with video advertising supply side is that the publishers can open the video ad inventor for bidding to more number of buyers. In Supply side platform the ad impressions action attraction large number of buyers.
This increase demand and yield higher CPMs for the publishers. Publishers can reach more potential buyers. They can also share their data about the users at ad impression level.
Supply-side platforms have contacts with different ad exchanges, networks and DSPs. Therefore the publishers using SSP will be able to sell the video ads to huge pools of buyers. They can get most value for each of their inventory.
Video Advertising SSP Platforms
Best video advertising SSP platform should be evaluated based on the integrations, performance and the ability to expose inventory to demand. Here are the tops video advertising platforms.
• Doubleclick is an ad technology platform that supports various banner and video formats. It is free and is owned by Google
• OpenX vide ad SSP aids in publishers get maximum revenue. Various selling models can be selected.
• Rubi project is another automatic advertising platform which means more money for the publishers and is one of the efficient ways to reach audience.
• PubMatic supply side platform provides number of selling options so that publishers can seek highest competition for each impression. The connections can drive high yield.
• BrightRoll Ad Exchange is another platform on where advertisers can find inventory of top publishers.
• PubNative is an SSP video ad platform for mobiles.
• Smart AdServer is another platform that is publisher focused and is very to use.
• One Ad Server was earlier called the Adtech AG and is owned by AOL. This is free to use.
• Admob platform is owned by Google.
Video Advertising SSP Market Statistics
The intention of launching Video SSP is to help the publishers increase their revenue. More and more publishers are now using this technology. Supply-side platforms now became the largest inventory sources online.
A good supply-side platform will help the publisher to know about revenue streams to monetize and prevent data leakage also. Ultimate customer for the supply-side platform is the publisher.
Publishers will have control over the sale of impressions and can maximize revenues. Publishes can avoid discrepancies with this technology. The time to get the ad on the page also will be decreased which in turn increases performance and inventory.
Conclusion
To make your campaign roll on the multiple screens that drive continuous audience engagement with various ad formats, just go on using the DFP video advertising. It is one of the best services from the most reliable brand ambassador Google. With the addition of all these, it helps to have more revenue than regular.
