The Festival of Media Global is a staple event for the most innovative leaders in media technology and marketing. An exhibition of vendors, stage presentations and newly discovered insights, the event succeeds at exploring challenges, opportunities and solutions that today’s marketing strategies offer.
Teads was proud to not only exhibit at this year’s Festival of Media Global (FMOG) in Rome, Italy, but also to share insights on the state of viewability in digital video advertising.
Taking the Blue Stage on May 11th, Teads’ Co-Founder & Executive Chairman Pierre Chappaz kicked off his presentation by addressing our rapidly evolving methods of media consumption. Citing a recent eMarketer report, Chappaz explained that back in 2010, people spent 28% more time watching TV than they did scrolling online. In 2014, just a few years later, people spent 23% more time online than they did watching TV. This is an impossible trend to miss, Chappaz apprises, which explains why global spend on video advertising is estimated to skyrocket by 370% from 2013 to 2018.
With so much stock poured into digital video, advertisers demand that the medium promise unwaveringly honest, exceptional results. Online videos should be highly targeted, artfully engaging, and, most importantly, viewed by relevant audiences.
Today, however, advertisers’ demand for 100% viewable videos seems rather tricky to achieve. Chappaz cites three concerning factors that have driven over 1/3 of advertiser executives to feel hesitation in furthering their video ad spend:
1) As of 2014, the MRC defined a video as viewable when 50 percent of the player is visible on the user’s screen for a minimum of 2 seconds. This does not leave advertisers with a fair standard to gauge whether or not users engage with, let alone view, their video campaigns.
2) Many video players are not optimized for real-human views. Non-human traffic (NHT), also known as ‘bot traffic,’ invades vulnerable computers and publisher sites, reporting massive amounts of false impressions and filching away millions in advertisers’ digital budgets. Video remains a hot target for bots, given the medium’s higher-than average CPM rates.
3) Not all online video players are palatable to digital audiences. 74% of viewers claim that being forced to watch video ads before content ruins their overall online experience.
While these aforementioned viewability challenges are disheartening, a cure remains in sight, and, Chappaz contended, it stems from video advertising that compliments the user experience. After all, why would a user want to view a video in full that’s forced, interruptive, and irritating to the overall web experience? With this understanding, Teads has designed a selection of video formats that are ‘view-to-play,’ meaning that the user decides whether or not to engage with the ad. Chappaz cites Teads’ inRead, a video format that places ads between two paragraphs of an article, as an excellent example of advertising that empowers users with the choice to view and engage.
Here are some of inRead’s key features that make it such an agreeable format to the user experience:
- Skippable from the start, users can exit the inRead format at any time they like. When the format is less than 50% visible to the user’s screen, the inRead format stops completely.
- Audio is only activated when the user rolls his/her mouse over the inRead format.
- Once the view has been completed, the format seamlessly merges back into the webpage.
Teads’ inRead format is also beautiful – it’s built to fit naturally with the aesthetics of editorial content. That’s why it’s been wholly embraced by the world’s most prestigious publishers, like Forbes, The Guardian, TF1, and many more.
The respective, user-initiated, and premium elements of Teads’ outstream formats, Chappaz continues, generates an exceptional brand to consumer experience. A recent study conducted with Ipsos ASI reported that compared with pre-roll, Teads’ inBoard format delivered 36% more ad recall, followed by Teads’ inRead format, which delivered 31% more. This finding comes at no surprise since forced advertising, like pre-roll, is less respective to the user experience than Teads’ outstream alternatives.
Not only do view-to-play video ads enhance brand association, but they also increase viewability rates tremendously. Teads’ outstream formats’ visible rate of completion hit 90% this past April 2015, far over-shadowing the industry’s standard of 33% — impressive figures like that drive Chappaz’s main point home plainly and clearly. So long as the industry designs video advertising that’s creative and view-to-play, the viewability crisis at hand can easily be defeated.
“Brands DESERVE viewable video views,” Chappaz declares, concluding his Festival of Media presentation. “That’s why Teads is committed to creating more efficient, more valuable, viewable video advertising.”
Curious about Teads’ outstream video formats? There are plenty of ways to get educated. Check our our format gallery, visit Teads’ inRead Experience site, and, if you happen to be in New York City this June 4th, attend the industry’s first-ever Outstream Video Summit!