What has header bidding got to do with it?
Outstream video advertising, known also as in-content or in-article, is trending heavily these days. Its popularity can be attributed to the seamless viewer experience, the contextual opportunity and its ability to generate revenue without creating custom content.
Given the multiple opportunities for inventory, outstream video is popping up everywhere. No longer bounded by video channels, and the inventory glut, outstream has opened up a whole new stream for the native video narrative. In this new-found ecosphere, viewers are no longer forced to watch the ads. Designed to blend into the content consumption experience, they are meant to fluently mesh into the content piece.
Outstream is also changing the mobile video experience; in this new context, video ads are segwaying away from the pop-up video banners and audio mayhem that disrupts the scroll. As a result video outstream is often cited as a mobile-first format.
A Forrester survey in 2015 found that 77% of agencies and 70% of advertisers think that outstream ads will be important for an ad portfolio, but there is a catch!
Viewers conditioned to the pre-roll video ads grudgingly tolerate the buffering and the delays because often the reward makes it all worthwhile. As soon as the context of native video appears in-content between textual paragraphs, the tolerance level drops. Expectantly the issue of latency is magnified when undesirable delays affect the content consumption experience.
The context of outstream becomes even more complex when video ads are served programmatically. Here buffering and slow loading times, often a product of lax programmatic video technology and a lack of expertise, can lead to counter-productive results and compromised revenue opportunities.
To function in a programmatic environment, it is crucial that outstream video is delivered in the right place at the right time. In a programmatic world these expectations demand an open system, the right resources and the right technology, not just best practices.
Cedato, a leading native video technology provider, embraced the challenge and developed a way to significantly reduce latency, remove platform restrictions, increase transparency and optimize revenue at the impression level.
Cedato’s open and robust Video Operating System offers a programmatic platform with video header bidding technology tailored to video outstream needs. It provides faster load times, better CPMs and increased fill by performing programmatic bidding on both the client and server side. By doing so Cedato avoids the waterfall trap as well as the bidding deluge of wrapping other header tags that just lead to more waterfall turmoil.
In conclusion; programmatic for outstream ads is a fantastic way to tie an innovative context format with next generation programmatic video. But to truly reap the benefits, it is worth bench marking video outstream technology offerings with next generation programmatic video. After all not all video outstream platforms were created equal.