The Data Whisperers: 3 ways Publishers can benefit from video content data
While other lines of business are finally discovering the power of data, Digital Publishing has always been a data-driven business at its very core.
Over the years, the industry has shaped reliable KPIs such as Fill rates, Viewability, Completion Rate, and Viewable Completion Rate to increase transparency and help advertisers measure the success of their ad spending. But KPIs are not just about pleasing Advertisers – they also help Publishers measure their monetization efforts and optimize their inventory.
The thing is that while Publishers have become experts at collecting and utilizing data on their users and ad opportunities, many still lack the technological infrastructure needed for understanding content data. With no visibility into video performance, this data often remains a ‘hidden treasure’ just out of each.
What is video content data and why does it matter?
Earlier this year, AnyClip announced Luminous™, the first video analysis engine of its kind.
Using advanced video recognition technology, Luminous™ translates video into data by identifying people, products, brand logos, and other items found within the clip and by classifying content by categories. Each video is marked with thousands of tags, which are then processed into insights.
These insights serve as a report that reflects the content of the video clip. They include some basic information like the clip’s length and source, as well as answers to questions like: What people and brands are featured in the clip and which ones are most dominant? What is the overall sentiment? Are there any potential Brand Safety threats? And which IAB Advertising categories are most relevant?
Luminous™ is also able to analyze video according to any custom taxonomy (such as certain actions, colors, locations, or any other item. You name it – Luminous tags it).
Armed with this data, Publishers are able to connect the dots between revenue and content trends in order to understand what type of content drives the best ROI.
Furthermore, this data unlocks new revenue opportunities and helps Publishers better monetize their existing inventory. Here’s how:
1.Combine content with revenue data to align content to demand
Publishers can better understand user interest by singling out the people and brands that perform best in terms of engagement and time-on-page.
For example, a Publisher might learn that most users respond best to video featuring young female pop-music stars, and Ariana Grande in particular. However, a different Publisher might be surprised to learn that the site’s users are most interested in famous business figures, and mostly in Elon Musk.
Content data also indicate which IAB categories serve as the best engagement magnets, and which ones don’t attract enough attention.
When crossing revenue with content data, Publishers can also easily identify their best-performing clips, allowing them to reuse and repurpose their best assets to maximize video ROI.
This information is also a goldmine for editorial teams who are committed to creating engagement-oriented content (e.g. create more video content about Ariana Grande if that’s what users want).
2. Use the data to sell premium CPMs
When video becomes transparent, Publishers can use their content data to map-out their inventory and create packaged content opportunities. These packages can easily be customized and themed to support various brand values, enabling the Publishers to attract higher CPMs from brands who want to tell a story through contextual placement.
For instance, fashion brands might be willing to pay higher CPMs for ad-opportunities within content featuring famous models, while sports brands would prefer content featuring athletes.
3. Implement Contextual Targeting and support RTB 2.5
With GDPR in Europe, the California Privacy laws, and more privacy regulations to follow elsewhere, Contextual Targeting has gained popularity as an alternative targeting method.
But Contextual Targeting is more than just a GDPR work-around. This targeting practice has proven itself as an effective storytelling method favored by brands.
It’s a win-win situation: When implementing Contextual Targeting, brand deliver an effective message to a well-defined interest group, while Publishers create a non-intrusive and native ad experience, while protecting user privacy.
With this in mind, the IAB has released RTB 2.5, which includes updates designed to streamline Contextual Targeting. This is done by the Video Placement Type Support feature – designed to add visibility into what type of placement a VAST (video ad serving template) tag is running in accordance to the IAB digital video glossary.
Are you interested in tapping into your Video Content Data? Let’s get in touch.