Video Overhaul Project
The Challenge
This project outline was to rebuild their video advertising in order to generate more revenue as well as improve fill rate and user experience.
The publisher was looking to increase the revenue that they were seeing from their video advertising as well as improving the fill rate. Before work was started it was important to look through the setup which was in place and address how well it was performing both for the user and in revenue.
The original setup had limitations and restrictions on who was allowed to bid for the impression, which meant that not as many bids were winning, which in turn impacted the potential revenue. Also, the publisher had video rules set that caused more errors than fill. A house fallback had not been set up correctly which increased the number of unfilled impressions. We also audited the passbacks to make sure that they were in the correct format, for example, VAST for desktop and tablet, VPAID for mobile. This also helped to improve fill.
ADOPSTAR'S RESPONSE
When we spoke with the publisher we had a clear goal which was to improve the fill rate of the video inventory to an agreed percentage.
Also, the publisher wanted to look at the revenue that was being generated and to increase it as much as possible.
The goal was also to make sure that there was an effective waterfall in place to make the relevant calls until something was filled from the request.
The first step was to carry out an audit of a predefined number of sites so that we had a base level to work from. We then reviewed the video player setup to make sure that it was correct in accordance with Google’s policies and best practice. We also checked to make sure that the user experience was not adversely affected.
When the information was gathered, we reported back to the client on the issues and what we could do to reduce them, while maintaining the waterfall setup. Some quick win changes such as changing the tag that was used in the ad server were carried out immediately, while others such as debugging errors were carried out over a longer period of time.
When we applied fixes to the issues, we reported on the impact of the changes to see how effective they were in improving fill and revenue. We then moved on to optimising the SSP setups, by checking on their individual fill and building a new waterfall with vendors who had better fill and CPM bids. We also made sure that any new tags or vendors worked effectively with the ad stack.
the result
Once we had completed the setups, we then reviewed the sites, revenue, fill and user experience and created detailed reports for the publisher which showed an upward trend in both fill and revenue.
In conclusion, during this project, we worked closely with the publisher as well as the SSP providers to make sure that the changes we were making had a positive impact. At the end of the project, we were able to prove that there had been a 4071% increase in revenue and Ad Impressions improvements of 872% and video views increase of 160%.
For more information or to find out what we can do for you, email:[email protected]
