{"id":25425,"date":"2015-08-11T17:02:47","date_gmt":"2015-08-11T11:32:47","guid":{"rendered":"http:\/\/www.tothenew.com\/blog\/?p=25425"},"modified":"2022-01-11T15:31:07","modified_gmt":"2022-01-11T10:01:07","slug":"techniques-for-online-video-ad-integration","status":"publish","type":"post","link":"https:\/\/www.tothenew.com\/blog\/techniques-for-online-video-ad-integration\/","title":{"rendered":"Techniques for Online Video Ad Integration"},"content":{"rendered":"

Digital TV market has seen another year of steady growth in terms of viewership. The numbers look promising as the online views stood at 27% and ad views at 25% year-over-year.<\/p>\n

\"1\"

Freewheel Video monetisation report 2014<\/p><\/div>\n

The most performing among the content is its short form of duration 0-5 mins with 85% of ads viewed while the same content when viewed on other platforms like programmatic TV registers an ad view of only 40%, according to 2014 Q4 Freewheel Video Monetisation Report.<\/p>\n

\"Freewheel

Freewheel Video Monetisation report 2014<\/p><\/div>\n

As the growth pattern seems to be even across all devices with double digit growth rates, there is a phenomenal growth in the monetisation of streaming devices including OTT platforms and smartphones, registering growth rates of 236% and 70% respectively in Q4, and for the year 2014 the rates are 257% and 109% respectively.<\/p>\n

Digital TV market has seen another year of steady growth in terms of viewership. The numbers look promising as the online views stood at 27% and ad views at 25% year-over-year.<\/p>\n

\"Freewheel

Freewheel Video Monetisation report 2014<\/p><\/div>\n

The most performing among the content is its short form of duration 0-5 mins with 85% of ads viewed while the same content when viewed on other platforms like programmatic TV registers an ad view of only 40%, according to 2014 Q4 Freewheel Video Monetisation Report.<\/p>\n

As the growth pattern seems to be even across all devices with double-digit growth rates, there is a phenomenal growth in the monetisation of streaming devices including OTT platforms and smartphones, registering growth rates of 236% and 70% respectively in Q4, and for the year 2014 the rates are 257% and 109% respectively.<\/p>\n

Three key trends can be understood from the collective reports on the online video industry:<\/p>\n

    \n
  • As videos are watched on multi-channels and multi-platforms, more coverage of devices gets converted into more dollars.<\/li>\n
  • More device coverage involves a lot of technical challenges despite offering high conversion. Challenges involve maintaining consistency of the playback content across platforms.<\/li>\n
  • Short content forms of duration less than 5 minutes still manage to attract more ad views, which says that a huge opportunity to generate revenue is lost in the mid rolls.<\/li>\n<\/ul>\n

    Thus, the above trends conclude and suggest one thing that the content owners should target the right ad monetisation strategy and a thorough understanding of the underpinning technology to implement them. This post will discuss the various advertising technologies, and you may very well understand the right fit for your business model.<\/p>\n

     <\/p>\n

     <\/p>\n

    Types of Ad Integration:<\/strong><\/span><\/p>\n

      \n
    1. Client side ad integration<\/strong><\/li>\n<\/ol>\n

      To monetize the video content client size ad integration technique is followed by a majority of the content owners enabling pay-per-click and interactive ad units and within player beacon events. These techniques have some flip sides to them which is necessary to be understood by the content owners.<\/p>\n

        \n
      • A lot of SDK integration is required to serve multiple ad units<\/li>\n
      • Disruptive viewing experience due to buffering and pausing<\/li>\n
      • Fluctuation in bandwidth due to inconsistency in play back<\/li>\n
      • Ad blockers being enabled by 25-35% of the online viewers<\/li>\n
      • Overlapping audio, buffering and varying quality of videos can impact the user experience pretty much<\/li>\n<\/ul>\n

         <\/p>\n

          \n
        1. Server-side integration<\/strong><\/li>\n<\/ol>\n

          Along with the advancements in players, formats and devices, there has been significant improvement in the ad technology as well especially in the server-side ad insertion technology, helping content owners balance the downsides of the client-side ad insertion technology. In the client-side ad playback technology, ads and content are combinedly transcoded in a single stream, which is called ad stitching.<\/p>\n

          Thus, the content owners can deliver customized dynamic ads without any need for player beaconing and thereby a consistent viewing experience to the viewers.<\/p>\n

          Advantages<\/strong>–<\/p>\n

            \n
          • Supports all devices<\/li>\n
          • No dependence on ad SDKs<\/li>\n
          • Advanced targeting with server side beacons<\/li>\n
          • Seamless viewing experience<\/li>\n<\/ul>\n

            Disadvantages-<\/strong><\/p>\n

              \n
            • Expensive Ad Operations<\/li>\n
            • No click through due to lack of interactive ad experience<\/li>\n
            • No device and behavior targeting on playback<\/li>\n
            • No deep analytics as there is less interaction for the user<\/li>\n
            • No skip feature<\/li>\n<\/ul>\n

               <\/p>\n

                \n
              1. Hybrid ad integration<\/strong><\/li>\n<\/ol>\n

                The third type of ad technology is the combination of both the previous technologies. In this approach the ads are stored and delivered from cloud whereas the user interaction, events\/beacons are managed in the client player side with an application. A lightweight client or a thin client is needed as the ad logics are being managed at the server end. Thus, it becomes possible to deliver a varied number of ads to multiple devices and platforms. Some of the advantages are:<\/p>\n

                  \n
                • Combines the power of both the client and server-side ad insertion technologies<\/li>\n
                • Thin ad client to support interactive ad experience like click through, polls, etc.<\/li>\n
                • Beaconing on either client or server side<\/li>\n
                • Platform agnostic<\/li>\n
                • Seamless TV-like ad experience<\/li>\n<\/ul>\n

                  Cisco System says that the traffic of video-on-demand users will exponentially go up by 2018, and the second-screen traffic will be majorly driven by live broadcasts. Be it Meerkat or Periscope or any live sporting events, we are witnessing a humongous growth in traffic. Hybrid ad insertion technology will help the content owners ride the wave of online video viewership and generate more revenue.<\/p>\n

                  VideoReady, a leading turnkey OTT video solution of TO THE NEW, helps content owners in a few simple steps, launch their Video on Demand destinations across the platforms..<\/p>\n

                  Some key benefits of VideoReady-<\/p>\n

                  \"TO

                  TO THE NEW VIDEOREADY | KEY BENEFITS<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

                  Digital TV market has seen another year of steady growth in terms of viewership. The numbers look promising as the online views stood at 27% and ad views at 25% year-over-year. The most performing among the content is its short form of duration 0-5 mins with 85% of ads viewed while the same content when […]<\/p>\n","protected":false},"author":276,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"iawp_total_views":7},"categories":[1],"tags":[2208,2209,2108,2206,1809,2207,2205],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.tothenew.com\/blog\/wp-json\/wp\/v2\/posts\/25425"}],"collection":[{"href":"https:\/\/www.tothenew.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tothenew.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tothenew.com\/blog\/wp-json\/wp\/v2\/users\/276"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tothenew.com\/blog\/wp-json\/wp\/v2\/comments?post=25425"}],"version-history":[{"count":1,"href":"https:\/\/www.tothenew.com\/blog\/wp-json\/wp\/v2\/posts\/25425\/revisions"}],"predecessor-version":[{"id":54575,"href":"https:\/\/www.tothenew.com\/blog\/wp-json\/wp\/v2\/posts\/25425\/revisions\/54575"}],"wp:attachment":[{"href":"https:\/\/www.tothenew.com\/blog\/wp-json\/wp\/v2\/media?parent=25425"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tothenew.com\/blog\/wp-json\/wp\/v2\/categories?post=25425"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tothenew.com\/blog\/wp-json\/wp\/v2\/tags?post=25425"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}