Viewability-Based Ad Campaigns from Ooyala
Viewability is one of the hottest topics in digital advertising and for good reason - why would brands want to pay for impressions they never receive?
Video publishing, analytics and monetization service Ooyala is taking some steps to help resolve the viewability crisis, introducing a new feature in its video ad campaign management workflow this week that enables advertising clients to book campaigns based on ad completion (in addition to traditional CPMs).
Ooyala hopes the release of the feature will better align the interests of video publishers with video advertisers as viewability-based planning and measurement provides a major benefit to all parties involved (e.g. higher ad completion rates result in higher price points over time for those assets that drive the highest engagement, increasing the yield as well as strengthening the trust between publishers and advertisers).
The new approach, according to Ooyala, enables broadcasters and publishers to recognize and sell their inventory at its true value, and gives buyers a simple and credible metric ensuring their advertisements are being viewed by the right audience.
"The industry will see a major flight to quality for video advertising in 2015, of which viewability and measurement will be major components," said Sorosh Tavakoli, senior vice president of ad tech for Ooyala.
"It's a natural next step as the market scales and matures. Most notably, viewability metrics eliminate much of the angst advertisers have around fraud and ambiguous impressions. Delivering measurement based on true engagement provides a new level of trust and transparency, and that will ultimately help move major advertising budgets online."