INTERSTITIAL
These are full-screen or takeover video ads, like in-app video or slideshow placements, that play without supporting video content. They must be the primary focus of the page when playing and cannot be scrolled out of view. Interstitial ads are mostly used in-app and are always full-screen.
Leveraging New Definitions for Enhanced Strategy
The evolution of these definitions is not merely academic – it has practical implications for advertisers aiming to fine-tune their video advertising strategies. By offering a more granular view of what constitutes in-stream and outstream content, advertisers can leverage these distinctions to craft campaigns that are more aligned with their objectives, whether around maximizing engagement, reach, or brand recall.
The updated video placement definitions are not arbitrary. They are a direct response to the evolving needs and preferences of buyers in the programmatic space. These new definitions home in on characteristics that matter most to buyers – such as viewer engagement levels, content context, and ad visibility – enabling a more nuanced approach to ad placement and purchase. This evolution in categorization means that buyers can now align their purchasing strategies more closely with their campaign objectives, ensuring their ads are not only seen, but seen in the right context.
Strategizing with Precision
With clearer definitions, buyers are now better equipped to devise strategies that are both effective and efficient. This precision in planning allows for the optimization of ad spend, ensuring that budget allocations not only are strategic, but also yield the highest possible return on investment. It’s a shift from a one-size-fits-all approach, to one that recognizes and leverages the unique advantages of each video placement type.
Toward Fair Market Prices
One of the most significant impacts of the new definitions is expected to be on market pricing. By delineating the value of different video placements more clearly, the market can move toward pricing models that more accurately reflect the true value of each placement. This adjustment toward fair value not only benefits buyers by ensuring they get what they pay for, but also incentivizes publishers to offer high-quality, engaging content.
Transparency and Value at Adlook
At Adlook, we’ve long believed in the transparency of value delivered. This principle has guided us to act swiftly in adopting the new video placement signals from their inception. Our commitment to transparency is further reflected in our Deep Learning AI models, which have been updated to evaluate bid value based on the new definitions and signals. This ensures that our bidding strategies are not only competitive, but also aligned with the intrinsic value of the placements we target.
Leading the Market Toward Transparency
We are proud to have been pioneers in recognizing and acting upon the potential of the new video placement definitions. Our early adoption is a testament to our belief in leading the market toward greater transparency and value. By integrating these new signals into our evaluation models from the start, we’ve set a benchmark for the industry, emphasizing the importance of adaptability and foresight in the rapidly evolving programmatic landscape.
The Call for Widespread Adoption
The benefits of the new video placement definitions and signals are manifold, but they can only be fully realized through widespread adoption. It’s a call to action for all market participants to embrace these changes swiftly. The adoption of these definitions incentivizes the creation of more creative and engaging ad experiences across the open web, offering enhanced transparency to clients and elevating the overall quality of online advertising.
In conclusion, the introduction of new video placement definitions is a welcome evolution in the programmatic advertising sphere, reflecting a growing alignment between market dynamics and the strategic needs of buyers. At Adlook, we remain committed to leveraging these changes to deliver enhanced value and transparency to our clients, setting a path we hope the rest of the market will soon follow. The time for significant adoption is now – and it promises a future in which programmatic advertising is not just more efficient, but also more effective, engaging, and equitable for all parties involved.
