On Tuesday, Unruly announced a new cost-per-completed-view (CPVC) pricing model that gives advertisers the option to only pay for a view when their video has been watched for 30 seconds. The video ad tech company also announced Unruly Complete, a fully flexible blend of Unruly’s ad formats, which will be sold on a CPCV model and can be optimized against specific campaign goals and KPIs.
Why is this significant? As Jennifer Slegg reported in The SEM Post two weeks ago, Facebook recently announced it will charge advertisers only after video ads have been watched for 10 seconds. Although this beats the Media Rating Council’s 2-second Viewable Ad Impression Measurement guidelines, this is still not enough for many advertisers, especially ones that are focused on audience attention and dwell time.
However, the market is currently flooded with a number of different measurement options, and it can be difficult for marketers to determine which one makes the most sense for them. Nevertheless, one thing is clear: Advertisers need to move beyond the view when measuring the success of video ad campaigns. With a cost-per-completed-view model, advertisers can be sure their videos are actually played through to 30 seconds. It’s the easiest way for advertisers to know they are only being charged for high quality, highly-engaged views.
This is a large and rapidly growing market, so the stakes for getting this right are huge. According to ZenithOptimedia’s Advertising Expenditure Forecasts, online video is the fastest growing advertising category and is forecasted to grow at an average of 29% per year to reach US$22.3 billion in 2017. The CPCV pricing model and Unruly Complete give advertisers confidence that they will only pay for videos that have actually been watched across Unruly’s audience reach of 1.36 billion users.
Views can be delivered through any and all of Unruly’s formats, which are all fully user-controlled, including:
- Unruly’s skippable pre-roll format, Unruly In-Stream, which puts the viewer in control by offering the opportunity to skip an ad after five seconds and gives advertisers cost-efficient reach at speed and scale;
- Unruly’s native In-Feed format, the first ad format to deliver native video ads at scale across mobile newsfeeds, which only plays out when the unit is viewable;
- Unruly’s click-to-play In-Page format, with multiple in-unit apps to drive beyond-the-view engagement.
According to Devra Prywes, the VP Marketing and Insight at Unruly, “Facebook’s ten-second view guarantees may or may not be enough for advertisers to believe that their ad has been actively watched. What Facebook is offering, however, is more choice. Marketers can decide which metrics make the most sense for their campaign and pay accordingly.”
She adds, “There are hundreds of metrics and pricing models on which to measure the ROI of a campaign, from CPM to CPV to CPCV to CPA, each with their own use case. If an advertiser has gotten its message, logo and/or product across in the first 5 seconds – Facebook’s new billing event is more than enough to have made an impact. But, for ads that take a longer time to deliver a message or for 0:15 and 0:30 TV commercials, 0:10 may not be nearly long enough, which is why Unruly is now offering 0:30 CPCV pricing.”
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