Every marketer strives to elevate brand recall, awareness and purchase intent in executing a campaign. When it comes to defining campaign goals, most marketers will usually adhere to the standard Viewability, Brand Safety and Fraud benchmarks for qualifying the quality of the environment the brand will appear in.
However, today’s standard guidelines are lacking. While we don’t dispute these quality controls are essential and a good place to start, it’s just not where you should stop. The environment in which your brand is displayed and the efficiency of your campaign is also derived from the technology that serves it.
The Value of The Right Impression to Your Brand
As users we want fast websites, but as advertisers brand safety and viewable ads are a priority. According to a Digiday research, in the UK alone brand safety, viewability and verification tags represent as much as 21 percent of the total weight of a website. (Digiday, 2019). These tag overloads usually result in technical and compatibility issues that lead to slow loading times and latency. While these issues severely degrade user experience, ad concerns will still win at its expense. In fact, although it is already an outdated approach and should be re-examined, it still remains an industry status quo.
In reality, faulty integrations and poor user experience lead to high abandonment rates and a significant drop in completion rates, proving that user experience is no longer just a publisher concern and has a direct impact on brand affinity.
In today’s media landscape, media “quality” is more than just a human view, it’s also about Human Experience. According to a GroupM study, User experience saves you money. Ads appearing in quality online environments are 42% more cost effective for advertisers based on levels of engagement, viewability and dwell time.
Shift Toward Higher Engagement
Standard industry video players rely on multi-hop transactioning, and involve outdated yield optimization (e.g “Waterfall) and other tech snafus that downgrade viewing experience. In a massive analysis studying performance data from more than 400 billion video interactions across our platform, including scrolling, hovering, clicking, tapping and completed views, we clearly found that these technology misfires have a direct negative impact on the impressions’ value.
One of the biggest misconceptions the industry deals with today, is the fact that a video monetization strategy lies solely on great content. However, great content is not independent from the context and the technology infrastructure it relies on.
A fast loading player puts you in that experience sweet spot, in a premium environment, where video completion rates are high and abandonment rates are low. The video player lightweight processing capabilities allows for a stable lightning speed delivery. This has proven to consistently generate a 20-30% increase in video completion rates, reaching higher CPMs and fill rates.
In conclusion, beyond the immediate performance and brand lift, enhanced load times and viewing experience keeps users engaged and on site while driving stronger response rates. According to the GroupM study, premium inventory that delivers great viewing experience can deliver an average lift of 10.5% for brand awareness, 19.2% for ad recall and 9.7% for brand perception. These engagement figures are likely to only improve in the future as we improve the advertising experience with enhanced creative and targeting.