New Technology Will Release!

          Device fragmentation is hampering development of the video ad house. Native player ad delivery and server facet ad sewing square measure the solutions

          A few weeks past I stumbled upon a piece of writing titled Why the Pipes square measure tamed Mobile Advertising.

          If you're associate publicist or a publisher managing on-line video, the challenges the article mentions would sound only too familiar: fragmentation of mobile devices, a scarcity of excellent analytics, a scarcity of ad format standards and too several isolated solutions that solely work for specific devices or streaming methodology.

         However guess what? That article was truly written in 2011 – before all the good devices like connected TVs, tablets and Chromecast had caught on.

         Is it extremely doable that no advancements are created in virtually 3 years? actually, abundant has modified.

         Specifications like huge (Video Ad Serving Template) and VPAID (Video Player-Ad API definition) have set the quality for on-line video ad varieties as pre-rolls, video pods and overlays.

         As a result, it's abundant easier to integrate with multiple ad networks and maximise one's ad inventory. Price per thousand page impressions (CPMs) and period of time targeting are much better than they wont to be, due to improved cookies and period of time bidding.

         All of those factors have created on-line video advertising smarter. on-line video ads square measure way more effective than banners as a result of user engagement may be caterpillar-tracked, permitting advertisers to understand if the skip button was clicked or if the ads were muted by the viewer.

         In many ways, on-line video ad tools square measure abundant smarter than those wont to track viewing of ancient TV commercials.

        And whereas on-line video advertising is clearly an excellent thanks to legitimise content on-line, we have a tendency to aren't out of the woods nevertheless. In some ways that, the landscape is more difficult than it had been back in 2011 – in the main attributable to increasing device fragmentation.

       While on-line viewing is booming, associate increasing range of viewers square measure victimisation "closed" devices like connected TVs and games consoles that square measure notoriously laborious for publishers and advertisers to focus on.

       For instance, on a number of these devices, a pre-roll may be run pretty simply, however a mid-roll (i.e. a video ad that runs within the middle of the video) bequeaths challenges. As a result, the classic TV ad expertise (2-3 ad breaks per programme) cannot be offered by on-line content suppliers.

       Fortunately, a mix of 2 ad serving technologies that scale back the challenges posed  by device fragmentation square measure setting out to build associate impact: native player ad delivery and server-side ad sewing.

Native player ad delivery (or "smart ads")


      These square measure used nowadays on desktops, browsers on Apple devices, and native applications on iOS and new versions of mechanical man. With this technology, once the user clicks the "Play" button, the player incorporate an advert.

      By victimisation the native player, the ad is far "smarter" associated advertisers have additional options: the ad may be designed to be skippable or non-skippable and may embody a powerful decision to action and an choice to click thereon.

      This approach conjointly permits improved targeting supported the age, geo-location and also the context of the ad atmosphere (eg web site, article) and improved analytics.

Server facet ad sewing (or "dumb ads")

      These let publishers reach just about any device that may be wont to stream video – the majority mechanical man browsers, connected TVs, Xbox, video aggregation mobile apps and Chromecast. It even helps with some ad blockers.

      This approach "stitches" the ad to the video file, removing abundant of the work that might otherwise got to be done to specifically integrate with a device's native player.

      If the device will play the video, it will play the ad. Ad sewing is consequently a decent possibility for campaigns targeted on reaching a broad audience and may facilitate to considerably drive fill rate.

      That said, it will have a number of limitations. sewn ads do not have easy-to-set-up skip buttons. Some sewn ads square measure terribly simple to skip, by merely skipping forward victimisation the scrubber however in most cases the advertisers won't even recognize the ad was skipped.

      Additionally, user targeting is proscribed and publishers have abundant less intelligence concerning however the ads perform.

      Online video proof – whether or not via smart/dumb ads or via different payment models – could be a hot topic this year. And whereas we've got nevertheless to resolve a number of the crucial on-line advertising pain points that were gift back in 2011, vital progress is being created.

      Dumb ads square measure a decent tool – albeit maybe a brief one. the long run can in all probability see additional good ads returning to the fore, notwithstanding however they're delivered to the device.

      As we have a tendency to get into a additional individualised net, the power to induce most insight into finish users' viewing habits and interests is vital. It's essential to stay that high of mind once approaching today's proof challenges.