Debunking Video Jargon: Monetize Wisely with Video Ads
This blog originally appeared on Appsflyer
complex life reflects the ever evolving, but fragmented, advertising technology
mobile itself, there are innumerable ad networks,
mediation partners, trading desks, and so on. In fact, the many choices have
only made it worse. A point argued aptly by Barry Schwatrz in his book ‘
Paradox of choice’.
similar has spilled over to video, arguably the
most engaging ad experience on mobile. As a publisher, you have the option
to choose from multiple ad networks and a myriad of video specialists. Here,
performance and ad experience are the primary axes of selection. However, the
very marginal difference between these options has only added to the chaos. It
has, therefore, become imperative to look beyond the primary axes and pay close
attention to the details of each option.
What they Say and What they Mean
They say that
language is the soul of a civilization. And our industry is no exception. The
following are the set of common video jargon used by the partners. Deep-dive
into them to extract maximum potential from each video impression:
Our video ads
have best in-class Instant-Play technology
We prebuffer ads by caching them on a device’s
- To enable prebuffering,
you must have access to the user-device’s external USB storage. However, note
that even with prebuffering, there will be some delay before the video actually
plays. The acceptable video load time range is between 0.10-1.5 seconds.
eats into the user’s data plan. For bandwidth sensitive users, there is always
an alternative of prebuffering only on the WiFi.
prebuffering offers the best user experience with minimal video load time,
opt-out if your users are device-storage sensitive. Ensure your monetization
partner offers the flexible prebuffer controls.
the best visual experience by serving only HD videos
serve users only HD videos for the best visual experience irrespective of their
- Hands down,
the visual experience of a 720p HD video surpasses the grainy-vision of a 480p
video. But, this visual experience comes at the cost of data and requires the
highest quality of network.
- For the user
to feel the power of sight, sound, and motion in unison with minimal data
impact, prebuffer HD videos based on network connectivity. For instance, show
HD video only when the user is on WiFi, 4G or 3G. Be prudent in asking your monetization
partner about their HD video policy.
have a global demand pool and we fill the inventory often, overlooking user
- To fill
inventory globally, monetization partners often overlook frequency capping at
the user level. The following are a few questions that you must ask to
understand how your user’s ad experience will turn out be:
- How many videos will a user see in a day/ week/ lifetime?
- How many unique videos will a user see in a day/ week?
- How many times is the same advertiser’s video shown to a user?
- What is the frequency capping at an advertiser level?
- If you employ
mediation to get better fill rates, the problem worsens as each monetization
partner will have their own frequency capping and ad rotation logic working in
silos. It may so happen that the same video ad will be shown to the user
users with the power of sight, SOUND, and motion
We show videos with sound always ON, overriding
the sound settings of both the app and the
- When a user
turns OFF the sound of either the app or the device, it has to be honored. Do
not override the user's sound settings.
- Be cognizant
of the video ad behavior at the user’s end.
almost 100% video completion rate
We do not allow users to skip the video.
- Ideally, a
user must be given the option to skip the video on auto play.
- Ensure that
you have access to control the skippability of the video.
nutshell, ensure that your monetization partner provides you the flexibility
b. HD viewing
c. Frequency capping
d. Sound control
Now that you
have decoded all this jargon, it’s time to tie up the loose ends of your video monetization