4 Ways to Diversify Campaigns to Protect Against Ad Placement Uncertainty

Ad buyers were rightfully upset by recent research by ad measurement firm Adalytics that showed Google/YouTube’s video ads weren’t living up to standards – being placed where skippability, location and sizing weren’t what the advertiser wanted – 80% of the time. And although Google disputes the research, they have taken steps to repay certain advertisers to address concerns with low-quality ad inventory running through the Google Video Partner Program, as well as stated they will comply with IAB’s latest in-stream video standards. Still, the message is clear: Ad placement matters, especially when advertisers need to consider viewability, brand safety and transparency in reporting.

But there is more to ad placement than what’s determined by Google’s own ad standards. A recent research study conducted through GWI showed that diversifying mobile video ad placements with respect to options in skippability, location and length may be exactly what advertisers are looking for to optimize ROAS. The study analyzed consumer segments’ opinions of mobile video ad placements, looking at attention, engagement, time spent and media saturation. The result is that the best way to optimize campaign success is to diversify mobile video placements beyond just social platforms.

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User Mindset Can Affect Attention to Ads

Consider if you see someone you want to have a conversation while at a play. Would you try to engage them in the middle of the play or during intermission? Almost everyone would choose intermission where they are more likely to get someone’s undivided attention. Similarly, if you wanted to have an important conversation during a meal, you would expect attention to be highest after looking at the menu and before the food has been serviced – when there is less distraction. The research study found that consumers, especially heavy gamers, pay more attention to video ad placements in games, where there’s a natural pause in play for the player to take a mental break. The study also showed that heavy gamers (those who play games for more than 1 hour per day) were 33% more likely to pay attention to video ads in games versus in social video. But their attentiveness doesn’t end in a game. This same group also pays more attention to video ads in social apps compared to social media users.

Interactive and Immersive Ad Features Can Improve Engagement

While viewing a significant portion of a video ad is desirable, further engagement with the brand is what’s coveted. Once someone has made the choice to engage with your brand, you want to give them something to ACT on to go from brand engagement to conversion. Advertisers have options to add interactivity – the ability to add end screens, assets, call-to-action buttons, carousels – to their mobile video advertising. The research study found that these features tend to be preferred as much or more than video-only experiences by 55% of consumers. Furthermore, users are 33% more likely to want an ad that keeps them to their native experience within the app or game rather than launching a new webpage. These two findings together highlight the importance of the creative video/interactive experience and the need to find placements where these are supported.

Incentives to Users, Like Rewards, Can Help Increase Time Spent

The recent Google news highlighted some issues that can affect ad campaign performance – including auto-play, ability to skip, and whether the sound was on. In gathering consumers’ opinions about these factors, the research study found some environments provide a customer base leaning toward advertisers’ desires. While 50% of users preferred 15-second skippable video ads that are common in social apps, the other 50% of users liked 30-second rewarded ads. When the goal is to maximize time spent with your brand, advertisers should be attune that there’s half an audience willing to watch a whole ad if offered a reward – like a discount code or unlocking new features in a game.

Find Places Where Your Competitors Aren’t Present

While results vary in other countries, in the US when users are asked where they see advertising from relevant ad categories, they’re twice as likely to state they never see these ads in mobile games versus mobile social ads. Additionally, they are half as likely to say they frequently see advertising in mobile games for non-game categories they have interest in. The end result is that the mobile game environment is less saturated by non-game ads, which gives advertisers a MUCH better chance to break through the clutter than a social video platform. In essence, a non-game ad would stand out from the crowd in that environment and therefore draw more attention. Ad success relies on finding a symbiotic environment when the user, content and ad are all in sync. By complementing their social placements with placements optimized for gaming, advertisers can not only protect themselves from potentially poor standards, but also create a media mix that optimizes the success of their campaign.

 

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