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Solving Challenges For OTT Ad Operations Teams
Ad-supported streaming, from AVOD to live to FAST, is fraught with challenges with can impact revenue. For OTT ad operations teams, this means not only detecting where there are errors or service degradation, but also identifying opportunities to improve campaign performance and targeting in partnership with advertisers.
Does Your OTT Ad Operations Have The Data To Meet Advertiser Expectations and Maximize Revenue?
Understanding the Impact of Streaming Video Ad Errors and Experience Degradation
Unlike subscription-based streaming video services, ad-supported services face revenue variability with every stream. Each creative, campaign, and every technology involved with monetization musty comply with standards and work together to deliver the exepcted value for advertisers and return for publishers.
The Impact of Video Ad Errors
You have a set number of impressions to sell and you do so across a range of advertisers. But if the ads of one campaign are failing to load, such as with a 404, you are still beholden to the impressions you’ve sold. Only all of your impressions are accounted for (you are “fully subscribed”). Where then are you going to find the impressions to make-up for those that you sold but resulted in a video ad error?
The Challenges of Error Detection
Detecting a video ad error may seem like a trivial issue. If an ad doesn’t show, just check the logs. But a failure to deliver is only part of the issue. A 404 simply indicates the files making up the ad weren’t available either in cache or on the origin. But why not? Did the encoder fail? What if the ad was retrieved but couldn’t be displayed. How do you troubleshoot that error?
Protect Your Ad Revenue
Improve Revenue Forecasts And Monetization With Data
Step 1: Gather Data, Enriched with Relevant Insights
The accuracy and actionability of any insight will be dependent on the speed, scope, and granularity of your dataset. Your goal should be to capture whatever data, from as many systems involved in the advertising delivery workflow to ensure diagnostics and root-cause analysis are as fast and actionable as possible. Use Datazoom’s Data Dictionary to explore various data points relevant to advertising.
Step 2: Quantify Your Video Ad Revenue
Before you can assess the impact of video ad errors on your revenue, it’s critical to understand your total ad revenue and your per-user monthly ad revenue. The graphs below illustrate how that analysis can be derived through Datazoom.
Step 3: Monitor The Impacts of Errors and Service Degradation
The impact of ad errors and delivery degradation can be quantified, and visualized, with the right queries against a dataset enriched by Datazoom.
Achieve Insight With Datazoom
How Datazoom Can Help With Your Video Ad Errors
Alex used data collected with Datazoom and enriched with data from Google Ad Manager to measure the impact of advertising errors on monthly revenue, identify a common culprit for campaign errors, and worked with operations to mitigate the problem.