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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.
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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?
- Mitigate the need to make multiple attempts to fulfill an impression commitment
- Improve the efficiency of ad forecasting
- Protect ad revenue
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?
- Find the root-cause of ad errors to fix issues long-term
- Resolve ad delivery and playback issues for better QoE
- Gather error data from throughout the workflow
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Protect Your Ad Revenue
Improve Revenue Forecasts And Monetization With Data
Without a clear understanding of how errors and experience degradation impacts revenue potential, you are flying blind. To prevent losing ad revenue and missing impression targets, there are three steps you can take to protect earnings and align with inventory forecasts.
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.
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Achieve Insight With Datazoom
How Datazoom Can Help With Your Video Ad Errors
With the Datazoom Platform, you can better quantify your advertising revenue (on a per-user basis) as well as detect where video ad errors are coming from. With the built-in data enrichment feature, you can inject data from different sources, such as Google Ad Manager, into the data stream for an ad-related event in the player. This ensures the data which gets to the visualization tool is the whole advertising picture (with standardized data names) and no time is wasted on post-processing to create the relationships which are necessary to have a complete understanding of video ad errors and their impact.
Alex Savage
Advertiser
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.
