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The Ozometer by Play
Play was assigned by FOSTER’S to help celebrate the brand’s infectiously Australian, ‘No Worries’ attitude. More on Play's award winning campaign.Booking, buying and delivering online video advertising
Written by Derrick Faulkner, head of digital delivery, Bauer Media and Robert Black, rain maker, UTarget
There are thousands of websites offering video content. You can choose one or a combination of the following outlets for buying video advertisements online:
1. Direct with the site publisher: who vary in size and targeting options but include sites from the following sectors – TV, radio, print, portals, lifestyle, entertainment, finance, travel and automotive (to name a few).
2. Sales houses: who act as agents for a collection of websites which can be small in size or represent niche markets.
3. Networks: who buy unsold inventory from a number of suppliers and then re-sell this inventory.
Booking direct with a recognised publisher allows you to choose exactly what type of content your ad will appear next to.
Sales houses and networks give the benefit of saving the planner / buyer time and thus, in the long-term, money. Instead of approaching five to ten publishers you use one point of contact called a sales house. The results of the campaign benefit too because collecting results is done by the sales house and presented in one document.
When working with sales houses and networks please ensure the following:
Insertion orders are agreed upon and signed before the campaign starts. This should cover the standard criteria for running the campaign such as number of impressions to be delivered, the targeting that is required and cost.
The insertion order may also cover the way that the sales house or network does business and could also include clauses on the following points (these should all be read and agreed upon before the campaign commences).
1. Ensure the delivery of creative and urls are delivered within the agreed timeframe before the start of the campaign, thus ensuring that the campaign should start on time.
2. Agree on any promotion of the campaign that may be required during negotiation.
3. The client or agency should agree with the sales house or network upon the reporting of the campaign statistics, whose statistics have precedence for billing and the degree of discrepancy that is acceptable.
4. How the publishers that run the advertising will be paid.
5. Cancellation clauses.
6. Confidentiality clauses
7. Warranties and liability
Cost per thousand (CPM): a price per thousand ad impressions is the standard currency. On demand video content is regarded as premium inventory so most publishers will use this currency as the definitive trading currency for buying online video. Higher CPMs will apply for more highly targeted advertisements (i.e. content specific, geo targeting, profile/behavioural targeting, etc). A £20 cpm, will mean that you pay £20 for every thousand impressions ordered/delivered. You will know exactly how many impressions are bought and from this, reach can be predicted.
Sponsorship/tenancy: some publishers may offer the opportunity to sponsor a section of a video channel, or specific video content. This will typically include placements around and within the video content. The pricing model is worked out on a tenancy basis applying an average CPM against an estimated number of impressions the sponsored section will deliver over the agreed timeframe.
Cost per click (CPC): a price for a single click on an advertisement that either brings a user to a website or plays the video within the unit (click-to-play). Not all publishers will offer this and it isn’t appropriate for all video ad formats, but it is a currency available for a range of interactive video advertising formats.
Publisher ad serving system: this is a sophisticated piece of software used to deliver the video advertisement to the web page including in and around video content. The adserver software will count impressions and clicks on the advertisement and provide detailed reports on these metrics as well as campaign performance over time.
Most adservers can also offer post click tracking, where you will place a ‘beacon’ on their site to track user activity on the incumbent site. Again, all this activity can be reported by the adserver over time. The great benefit for post click tracking is that you can monitor post clickthroughs on the ads which lead to sales/conversions. This is particularly useful for monitoring return on investment (ROI).
Third party ad serving and tracking: at the moment pre/mid/post-roll adverts aren’t usually served by third party adservers, while video adverts in display banner adverts are. However, both formats can be tracked by third parties. Third party ad tracking technology is used to
1. Manage the delivery of video ads into media placements.
2. Measure the number of ads delivered and clicks received through an independent specialist.
The publisher is sent a piece of code by the third party adserving vendor, which in turn the publisher loads as the creative asset into its adserving system (see above).
The benefits of using this functionality are that it provides you with an independent view of the campaign performance, especially when the video ads are placed on multiple websites. Reach and frequency can also be monitored via this system (and a view is given for all the publishers who are serving the ads).
Another great benefit of using this method is that creative changes can take place in the third party system (for instance for campaign optimisation, ‘offer’ changes or creative rotation) and the publisher(s) will not have to make any campaign changes at their end.
Finally, as with publisher-side adserving, you can monitor post clickthroughs on the ads, leading to sales/conversions.
Booking options
1. Direct with the site publisher: who vary in size and targeting options but include sites from the following sectors – TV, radio, print, portals, lifestyle, entertainment, finance, travel and automotive (to name a few).
2. Sales houses: who act as agents for a collection of websites which can be small in size or represent niche markets.
3. Networks: who buy unsold inventory from a number of suppliers and then re-sell this inventory.
Booking direct with a recognised publisher allows you to choose exactly what type of content your ad will appear next to.
Working with networks
Sales houses and networks give the benefit of saving the planner / buyer time and thus, in the long-term, money. Instead of approaching five to ten publishers you use one point of contact called a sales house. The results of the campaign benefit too because collecting results is done by the sales house and presented in one document.
When working with sales houses and networks please ensure the following:
Insertion orders are agreed upon and signed before the campaign starts. This should cover the standard criteria for running the campaign such as number of impressions to be delivered, the targeting that is required and cost.
The insertion order may also cover the way that the sales house or network does business and could also include clauses on the following points (these should all be read and agreed upon before the campaign commences).
1. Ensure the delivery of creative and urls are delivered within the agreed timeframe before the start of the campaign, thus ensuring that the campaign should start on time.
2. Agree on any promotion of the campaign that may be required during negotiation.
3. The client or agency should agree with the sales house or network upon the reporting of the campaign statistics, whose statistics have precedence for billing and the degree of discrepancy that is acceptable.
4. How the publishers that run the advertising will be paid.
5. Cancellation clauses.
6. Confidentiality clauses
7. Warranties and liability
Buying currency
Cost per thousand (CPM): a price per thousand ad impressions is the standard currency. On demand video content is regarded as premium inventory so most publishers will use this currency as the definitive trading currency for buying online video. Higher CPMs will apply for more highly targeted advertisements (i.e. content specific, geo targeting, profile/behavioural targeting, etc). A £20 cpm, will mean that you pay £20 for every thousand impressions ordered/delivered. You will know exactly how many impressions are bought and from this, reach can be predicted.
Cost per click (CPC): a price for a single click on an advertisement that either brings a user to a website or plays the video within the unit (click-to-play). Not all publishers will offer this and it isn’t appropriate for all video ad formats, but it is a currency available for a range of interactive video advertising formats.
Delivery
Publisher ad serving system: this is a sophisticated piece of software used to deliver the video advertisement to the web page including in and around video content. The adserver software will count impressions and clicks on the advertisement and provide detailed reports on these metrics as well as campaign performance over time.
Most adservers can also offer post click tracking, where you will place a ‘beacon’ on their site to track user activity on the incumbent site. Again, all this activity can be reported by the adserver over time. The great benefit for post click tracking is that you can monitor post clickthroughs on the ads which lead to sales/conversions. This is particularly useful for monitoring return on investment (ROI).
Third party ad serving and tracking: at the moment pre/mid/post-roll adverts aren’t usually served by third party adservers, while video adverts in display banner adverts are. However, both formats can be tracked by third parties. Third party ad tracking technology is used to
1. Manage the delivery of video ads into media placements.
2. Measure the number of ads delivered and clicks received through an independent specialist.
The publisher is sent a piece of code by the third party adserving vendor, which in turn the publisher loads as the creative asset into its adserving system (see above).
Another great benefit of using this method is that creative changes can take place in the third party system (for instance for campaign optimisation, ‘offer’ changes or creative rotation) and the publisher(s) will not have to make any campaign changes at their end.
Finally, as with publisher-side adserving, you can monitor post clickthroughs on the ads, leading to sales/conversions.
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