Thursday, July 11, 2024

Understanding the Difference: Digital Video vs. Television

Understanding the distinctions between digital video and traditional television is crucial in the rapidly evolving media consumption. Let's delve into each platform's nuances to better comprehend how content is consumed and how ads are delivered. This blog offers digital video and television content examples, highlighting their function and ad placement. It will then help you make wise choices to improve your marketing strategy, maximize the effectiveness of your advertising campaigns, and improve your return on investment in digital marketing and advertising.


Let’s get started!


Digital Video

  • CTV: Connected Television

Connected Television refers to TV-like content delivered via the Internet, typically through Smart TVs or over-the-top (OTT) devices. This category includes both subscription and non-subscription streaming services. Some inventory may be distributed in the mobile or desktop environments and includes the following:

  • AVOD, advertising-based video on-demand, is a monetization technique that uses video-on-demand services. AVOD viewers can access all of the free video material on the platform. This approach relies on advertising with a large audience instead of charging users to consume content. Users find it appealing to watch their favorite videos for free. By the end of 2023, there will be about 140 million AVOD watchers in the US; by 2026, that number is expected to reach over 170 million.

  • Free ad-supported streaming TV services, aka FAST. Free content access and advertising-based revenue are the key points of similarity between AVOD and FAST. Similar to cable TV channels, FAST channels are linear with commercial interruptions. The user cannot choose what is broadcasted on the channel, unlike with AVOD. (e.g., Pluto TV, Tubi, Xumo)

  • Ad-supported paid subscription video services (e.g., Hulu, Paramount+)

  • vMVPDs or virtual multichannel video programming distributors. It is a service that enables customers to view their preferred TV channels online without needing cable subscriptions. In addition, devices like laptops, tablets, and smartphones can access vMVPD service. Viewers can also stream on-demand video material, such as movies, with modern vMVPDs. Similar to cable TV services, viewers of vMVPDs pay a recurring subscription cost, typically every month. (e.g., Hulu Live TV, YouTube TV, Sling)


  • Social Video

Short-form videos shared on social media platforms such as TikTok, Instagram, Facebook, Snapchat, Twitter, and YouTube fall under the social video category.


  • Online Video

Web or app-based publishers often produce short-form videos for online consumption, catering to audiences seeking quick and engaging content.


Television

  • National Broadcast/Cable TV

Traditional linear TV programming is distributed nationally and tends to have uniform ad placements across households viewing the same shows. This includes data-driven linear TV bought for national distribution.


  • Local Broadcast/Cable TV

Like national TV, local broadcast or cable TV targets specific metro-level audiences, ensuring that households watching the same shows are exposed to the same advertisements.


  • Audience-Based Linear TV

Cable and satellite television are included in linear television, often known as traditional broadcast television. Unlike on-demand material, which each viewer chooses to watch according to their own schedule and tastes, linear content adheres to a fixed programming schedule. So, to answer the question “What is linear TV?” consider it the traditional, multi-decade TV viewing experience. Linear TV advertising is pre-purchased, meaning advertisers must purchase ad space based on the show’s rating and not the audience.

  • Audience Addressable TV: Since linear TV advertising is the same for everyone, addressable TV advertising differs from traditional TV advertising. Advertisers can serve specific ads to individual households during linear TV programming based on data such as location, behavior, and demographics, providing a more targeted advertising approach.

  • Audience-indexed linear TV: Buyers can identify programs, networks, and time slots that align with their target audience demographics, optimizing ad placement to reach the desired viewership.


In conclusion, digital video and traditional television offer distinct strategies for content creators and advertisers to engage with audiences. While digital video provides flexibility and reach across various platforms, television maintains its relevance through targeted audience segmentation and mass exposure. Understanding the unique features of each medium is essential for developing effective content strategies and advertising campaigns in modern media consumption.


Thursday, July 4, 2024

What is Automatic Content Recognition in Programmatic Ad?


The way people consume content has changed drastically in the digital age. Back then, enjoying video was only possible through TV channels, with a minimum of content to watch. Right now, we may access various content on various platforms anytime and anywhere. Technological development played a major role in the evolution of media content consumption, called Automatic Content Recognition (ACR).


Automatic Content Recognition (ACR) is a revolutionary technology in media content consumption. It makes it possible for devices to recognize and index the content material shown. Numerous features in our content consumption experience, such as interactive & relevant advertising and personalized content recommendations, are based on this technology. ACR technology is fundamental to creating a more personalized and engaging media content consumption experience by bridging the gap between content creators and consumers. The closest example of an ACR application you might be familiar with is the series or movie recommendation based on your current watch. In fact, there are more applications of ACR technology.


ACR technology can completely change how users interact with content. Let's investigate how it is changing how users consume media content to learn about the usage of ACR technology in present and future times.


Let's start with its history. In the early 200s, the initial uses of ACR technology were limited to music identification. Over time, the technology has advanced and added broadcast and video content to its list of capabilities. The development of ACR fueled the media industry's need for more advanced data analytics, the increasing number of smart devices, and the growing demand for tailored content.


How Does Automatic Content Recognition (ACR) Work?

The speed and accuracy of the ACR's ability to detect content makes it special. There are usually multiple steps in this process:

  1. Content Fingerprint Extraction: When a device with ACR technology plays content, the system uses the audio or video signal to create a special "fingerprint." This fingerprint captures the unique characteristics of the content and uses this fingerprint as its representation.
  2. Database Comparison: Next, a sizeable database of known content fingerprints is consulted to compare the retrieved fingerprints. ACR technology companies maintain these databases regularly, updating them with fresh content.
  3. Identification & Result: The final process is when the ACR system identifies the material. Then, depending on the application, some activities may be initiated, including recording viewing data, presenting the user with relevant information, or suggesting related material.

Because of its high technical expertise, ACR technology can complete this process in real-time, giving users instant results and opening up a wide range of applications that improve a media-consuming experience. ACR technology is leading the way in the development of media engagement.


Types of Automatic Content Recognition (ACR) Technologies

With the development of numerous media formats and applications, Automatic Content Recognition (ACR) technologies have become more advanced with different mechanisms for detecting and processing content. These technologies are essential for improving user experiences across multiple platforms, delivering tailored content, and giving advanced statistical data. Here, let's examine the main categories of ACR technologies and their unique features.

  1. Audio Fingerprinting. Audio fingerprinting is one of the most popular ACR applications. It generates a distinct digital signature or "fingerprint" by examining the audio track of the content. This fingerprint was then compared to a database of recognized audio fingerprints to determine it. This audio fingerprint is very useful for music identification services, TV and audio monitoring, and allowing smart devices to identify the music being played. Because of its resilience, it can reliably recognize the content, even in ambiance with noise or poor audio quality.
  2. Digital Watermarking. Digital watermarking works by embedding a unique, undetectable code into the content. Although this watermark is meant to be undetectable, it can be detected on a device with ACR installed. In contrast to audio fingerprinting, which depends on content matching to a database, digital watermarking directly enables metadata retrieval and identification. This technology is very helpful for monitoring how content is distributed across various platforms.
  3. Video Fingerprinting. This method is similar to audio fingerprinting but has expanded to visual content. It generates a unique fingerprint by analyzing individual frames or sequences in a video. In this procedure, video elements, such as color, form, and motion, are evaluated. Like audio fingerprinting, video fingerprinting is useful for identifying video content and has uses in content monitoring, copy-right detection, and improving video search capabilities.

What Are The Applications of Automatic Content Recognition (ACR)?

ACR technologies' adaptability has allowed them to be used in various contexts, greatly influencing how consumers interact with media and companies get more advanced analytics.


1. Increasing Audience Engagement with Tailored Content Suggestions.

Publishers may offer highly tailored content recommendations using ACR technology, which gives them real-time insight into viewers' behaviors in consuming content, resulting in improved user experience. This also helps in raising the publisher's revenue and engagement.


2. Real-time Analytics

ACR provides real-time analytics on audience engagement and behavior during media consumption activity.  This information is crucial for understanding audience preferences, streamlining content distribution, and customizing advertising campaigns to increase outcomes and profit.


3. Making Advertising More Effective

Serving relevant ads is easier with the help of ACR. This benefits advertisers and publishers significantly in developing interactive and targeted advertising campaigns that engage with the audience effectively, resulting in high revenue streams.


4. Copy-right Management

ACR technology helps content creators and distributors manage broadcasting rights and ensure that content distribution conforms with legal agreements by detecting where and how content is consumed. This is essential to stopping the illegal distribution and consumption of protected content.


The Challenges of Automatic Content Recognition (ACR)

The implementation of ACR technology presents several issues and concerns that must be taken into account regardless of its advantages:

  • Data Security and Privacy Issues: Gathering and analyzing visitor data sometimes raises serious privacy issues. Maintaining customer trust requires ensuring data security, and adhering to privacy standards is crucial for building long-term relationships with customers and safeguarding the reputation.
  • Accuracy of Content Recognition: Inaccurate content identification might negatively impact analytics and user experience due to the possibility of errors in content recognition. Recognition algorithms must be continuously upgraded to improve accuracy and adapt to new data patterns.
  • Ethical Considerations: To prevent violating viewers' rights or encouraging manipulative behavior, ACR technology must be evaluated for ethical issues.

Thursday, June 20, 2024

Optimize Revenue with Header Bidding

Header bidding is an advanced programmatic advertising method in digital advertising. Header bidding allows publishers to offer ad inventory to many demand partners at once and enhance yield, so many of them utilize it to get more revenue.


As of the first quarter of 2022, header bidding technology adoption in the US has reached 70%.


This article goes into detail regarding the specifics of header bidding and how it optimizes the publisher’s revenue.


What is Header Bidding?

Header bidding, also known as pre-bidding or prebid, allows publishers to offer their ad inventory to multiple demand partners simultaneously. By increasing competition and allowing many demand partners (SSPs, ad exchanges) to bid on the same ad inventory, publishers can sell their ad inventory for the best price.


What is The History of Header Bidding?

Around 2014, header bidding replaced waterfall, another well-liked method of selling ad space, and it quickly became the industry standard. Daisy chaining, another name for waterfall, was first created for publishers to resell their leftover ad inventory. Publishers used to rely mostly on direct deals, which were given priority in their ad server. 


Once the publisher sells all of his direct campaigns, the remaining ad inventory will be given to demand partners, who bid on it using a waterfall (sequence) approach. The demand partners (SSPs/ad networks) are ranked based on their size and the average historical performance they have generated for the publisher. Thus, the top-ranking SSPs and ad networks will have the best eCPM, fill rate, latency, etc. records.


The impressions are then transferred between SSPs and ad networks until they are sold. CPM costs drop during this process, and advertisers can access more premium ad inventory for bidding.   


Due to waterfall-related inefficiencies, the industry demanded a better solution. Header bidding entered the picture in this way. After a year or so, more prominent figures began to discuss it, and this technique gained broad popularity.


Programmatic advertising entered a new era with the publication of an article by AdExchanger titled "The Rise Of 'Header Bidding' And The End Of The Publisher Waterfall" in 2015. There are two primary difficulties that the buy-side and sell-side were arguing over were successfully resolved by header bidding:

  1. Publishers were able to increase their revenue from each sold ad impression.

  2. It gave advertisers an equal opportunity to take part in the bidding process and place a bid on the desired ad inventory.


How Does Header Bidding Work?

Header bidding works this way:

  1. Publishers must first paste the header bidding code into the website header. 

  2. The wrapper calls each demand partner with an advertisement as soon as the user lands on the page.

  3. Now, the demand partners make their bids available. To avoid page latency, bidders are typically given a time limit or timeout (typically, this period is roughly 200—600ms). 

  4. Following that, the bids are transmitted by the wrapper to the publisher's ad server.

  5. The real-time auction is won by the highest bidder, whose advertisement appears on the publisher’s page.


The Benefits of Header Bidding for Publishers:

  1. Have control over pricing floors, timeouts, demand partners, and other aspects.

  2. Minimum ad discrepancy because of a single auction.

  3. Higher fill rate.

  4. Revenue increased compared to Google AdSense by 30-80%.

  5. Several demand partners compete for the same ad inventories.

  6. Utilizing bid-level data for advanced analytics and reporting.

  7. Reduced chance of underselling ad inventory.


The Benefits of Header Bidding for Advertisers:

  1. Increasing the chance to place a bid on the premium inventory without interacting directly with publishers.

  2. Advertisers can use bid-level data from publishers to modify their bidding strategies going forward.


The Challenges of Header Bidding:

  1. Difficult setup and upkeep unless using a platform for monetization, like Ampliffy.

  2. High page latency due to header bidding on the client side.


Choosing Your Header Bidding Platform

Platforms for header bidding, such as Ampliffy, are referred to as monetization platforms. These systems provide customer assistance and fully managed website monetization options to publishers.



Thursday, June 6, 2024

What is Contextual Targeting?

Is contextual targeting better for advertising strategy? According to a recent report, the global market for contextual advertising is expected to reach $335.1 billion by 2026.


Many brands whose advertising depends on third-party cookies have been attempting to prepare for life without them. Contextual targeting is thus receiving increased attention, but what attention? Which kind of targeting—contextual or behavioral—is better for your advertising?


What is Contextual Targeting?

Contextual targeting is placing ads on a website based on its content. When done correctly, contextual ads will appear next to the relevant material. Additionally, your target audience will be those who visit the website and read its material. For example, contextual advertisements for computers, smartphones, or headphones can appear on a tech website. 


How Does Contextual Targeting Work?

Contextual advertising is usually set up and placed by brands and advertisers using an ad network or demand-side platform (DSP). Depending on the platform you are using, the specific steps may vary, but this is how they usually work.


  1. Keywording Based on Topics

For contextual marketing to be effective, advertising must appear on websites that are relevant to them. You can accomplish this by selecting topics and keywords, and the platform will place your advertisement on websites that meet your requirements. 


Topics are broad categories, like travel, leisure, fashion, etc. By selecting a category, the ad can appear on relevant websites. Subcategories like "SUVs and Trucks" or "Motorcycles" may emerge from more general categories like "Automotive." 


Keywords are specialized subtopics, such as "travel yoga mats" or "trail running shoes," that are related to your particular good or service. Advertisers may use keywords like "travel bags for women" or "travel toiletry bag" if they want to launch an ad campaign with the objective of selling travel accessories. 


For every campaign, it is suggested to use between 5 and 50 keywords, including negative keywords. Negative keywords are terms you want to avoid appearing on unrelated but possibly similar-sounding websites. For example, the phrase "glasses" is similar to "wine glasses" which are a different product, so you shouldn't want advertisements for them around.


  1. Time for the platform to analyze the site

When advertisers choose the targeted parameters, the ad platform will search its display network to find the website with the most relevant content. In addition to topics and keywords, the parameters can also be languages or other demographic aspects.


  1. The Ad Campaign is Listed on Several Relevant Websites

Ultimately, the display network uses the information to select websites that work with the ad. Once activated, advertisers can see contextual adverts on different websites. Performance is measured similarly to other digital ad formats. For example, monitoring overall return on investment, conversion rates, and cost per click. 


Why Contextual Targeting?

According to a new study by Dentsu Aegis Network and GumGum, contextual targeting appears to be more effective than behavioral targeting. Contextual targeting reduced cost-per-click (CPC) by 48% and cost-per-mille impressions (CPM) by 36% in ads. 


GumGum and SPARK Neuro also looked into how contextual relevance affects customers. They found that contextual advertisement produced 10% more engagement and 2.2 times greater ad memory than the main content. Furthermore, there was a statistically significant rise in the intention to purchase.


We at Ampliffy have direct knowledge of contextual targeting. Our client used contextual advertising to target in-market populations.


When you match an advertisement with the content of a webpage, you may target the right customers at the right moment without risking their privacy. These five factors make contextual targeting popular. 


  1. It’s Engaging Your Audience

More action can be generated when brand messaging and content are in line. Users find advertising more organic and integrated when they see appropriate adverts adjacent to the content they are reading, viewing, or listening to. Because people see your advertisements when they are already in the correct frame of mind, at the right place, and at the right time, they may find them more compelling and memorable.


  1. Enabling Advertisers to Reach Wide and Specific Audiences

Greater audiences draw in new clients. You may immediately spread a wider net and interact with qualified leads as they move through the sales funnel. Contextual targeting can help you locate difficult-to-reach audiences.


  1. It Makes Advertisement Less Intrusive

People get irritated by seeing advertisements so frequently and may eventually tune them out. Intrusive ad is a phenomenon that contextual targeting can avoid. It allows you to reach many individuals at once at a reasonable price. When done correctly, you reach the customers who are most likely to make a purchase, which lowers the total number of wasted impressions.


  1. It Adheres to Laws and Guidelines

Contextual targeting targets ads based on content found on a website or app. It is a practical targeting strategy because it avoids the General Data Protection Regulation (GDPR), other privacy laws, and browser-specific restrictions.


Contextual targeting may be applied to almost any programmatic ad channel. It protects user privacy and is frequently less expensive than purchasing audience data from external parties.


  1. It Gives Advertisers Total Control

Ad placement is more customizable when contextual targeting is used. You may compile a list of websites where you want your ads to appear. To extract the keywords from every page, use keyword scraping. Select the keywords most relevant to your offering from the list and use them as the foundation of your campaign. 


Your keywords are controlled, and you may easily change them whenever necessary. You can use already-made contextual segments or make your own.