Conviva has launched Ad Insights, enabling publishers to maximise the engagement impact of their ad strategy.
Ad Insights extends Conviva’s Experience Insights solution that allows companies to establish a video engagement baseline for their existing ad business. Ad Insights integrates with Experience Insights to measure ad engagement together with content engagement, quality of experience and viewer retention to determine the optimal ad strategy. Ad Insights gives publishers a real-time, comprehensive look at how ad placement, duration and frequency correlate with video engagement, providing companies with the right tools to reduce ad fatigue and viewer churn while increasing revenues.
In a partnershipwith FreeWheel, Conviva will monitor ad impressions in real-time, reporting user experience and engagement metrics for both video advertising and content. FreeWheel ‘s customers will gain a comprehensive view of their video performance, including all content and ads. The combined effect of this relationship will empower customers with the ability to optimize content engagement and monetization opportunities via Conviva’s Ad Insights.
“Conviva is changing the way publishers think about video ads,” said Dr. Hui Zhang, CEO of Conviva. “Simply counting viewers will no longer be the primary currency of trade. Conviva believes that publishers, advertisers, agencies, and ad tech stakeholders need the ability to identify premium audience members based on engagement across both video and ad content. This combination of experience behavior and demographics is the new currency.”
“In the highly competitive OTT space, viewer experience is the factor that distinguishes the top services,” said Michael Goodman, Director, Digital Media Strategies at Strategy Analytics. “By optimizing ad placement, duration and frequency, Conviva offers the industry a robust solution to maximize viewer engagement which could have a significant impact on how viewers consume and interact with ads online in the future.”