Media buyers watch out: be sure to’re buying top rate, Viewable Video content

June 24, 2015

we all know that 2015 is digital video’s time in the solar. Media buyers are getting savvy to the value of digital video content. however advertisers and media buyers want to themselves on two key issues: the diversities between top rate and non-premium video content material and the importance of video viewability.

because the digital video market matures, it’s also fragmenting. Naturally, it’s the premium video content material with a purpose to surge to the forefront and entice top class CPMs. Media consumers wish to do their homework and clearly be mindful how digital video advertising works and what they are shopping for. An uproar ensued just lately when CNN mentioned that commercials for main American manufacturers had been automatically being inserted prior to ISIS propaganda movies on YouTube. I’m going to head out on a limb and guess that ISIS propaganda is likely now not the content a model desires to be related to. unquestionably, it is not, via any industry usual, top class content.

there is a limited provide of brand-protected top class video content. One safe content material wager (and, in the interest of full disclosure, this is the business I operate in) is sports highlights video. NFL, MLB and NASCAR highlights all make for excellent premium content material. but patrons still wish to be cautious. i recommend media patrons demand professional certification from the leagues when buying sports activities video content material. in any other case, they may well be deciding to buy video of speaking heads basically talking about main sports highlights…which, once more, just isn’t top class content material. patrons should demand the reliable highlights themselves. If a vendor can’t present certification, it’s a crimson flag. there’s generally only one official rights holder/licensee of such premium content material.

as well as, high quality, excessive-definition video manufacturing is of extreme significance. nowadays, video viewability is a huge subject of dialogue within the video landscape. The definition of proper viewability requirements remains a shifting goal, starting from all pixels in view, sound on, for 50% of period of the video, to absolute a hundred% viewability. My company, SendtoNews, has been preaching the worth of high quality video content material for the past two years, and that i imagine each publishers and consumers are getting the message. the data speaks for itself. We saw almost 1700% growth in views over final yr. initial shoppers that came on board with a mere 100,000 views monthly are now doing north of 25 million per thirty days and nonetheless rising hastily.

base line, let top rate content and viewability be your guideposts when shopping for digital video. Align your brand with quality to attract the clicks numbers you need from the target market you need.

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