![]() What do you think of the current push for platforms to emulate TikTok’s vertical video format? Right now, we’re running tests to understand how users behave when they see an ad on or our network of publishers. Interactivity boosts incremental performance in video completion rate (VCR), ad memorization and brand awareness. When a person interacts with a game mechanic in your pre-roll, you get more of their attention. When there is a video ad playing, your eye is attracted to the skip button. And our second biggest client in the US is a CPG brand. We’re working on a gaming study so we can offer clients a strategy to target those audiences. We focus a lot on contextual targeting for the high-tech vertical. But I was reading an IAB study on which industries are going to drive growth in H2, and it was mainly high tech, gaming and CPG. H2 is going to be tough, especially after we had a great H1. What are Dailymotion’s plans for weathering a possible recession? We are seeing opportunities from agencies driving budgets from outstream to in-stream, because in-stream attracts more user attention and provides better view-through rates (VTR) and viewability. We focus solely on instream video and don’t do any outstream. Our biggest growth area the past three years isn’t video but display placements on sold through header bidding. Data like that helps us build more complex contextual targeting. For example, our recent study on World Cup viewing habits found people who watch soccer content are more likely to watch political and home and garden content. Our research wing analyzes cohorts of people engaging with certain content and what other behaviors they exhibit. Each video gets associated with a series of topics that can be applied to the IAB’s content taxonomy or other content taxonomies, and we pass those categories in the bid request. ![]() And we analyze the video’s metadata, like the description and title. We also transcribe the audio and run a textual analysis. What’s Dailymotion’s approach to contextual targeting?Įvery video uploaded to our servers – on-site or from our partners – is algorithmically analyzed for content frame by frame. ![]() We also sell PMPs and programmatic guaranteed. We used Freewheel, but we decided, for the sake of optimizing the supply path, it would be better to have our own SSP and to have more control over our inventory and our prices.įor direct sales, we have a team of more than 50 sellers worldwide. But we’re also a tech company that provides that video player to publishers.ĭo you mostly sell ads programmatically or direct? HAMZA KOURIMATE: Dailymotion is a video platform powered by an in-house video player. AdExchanger: Does Dailymotion consider itself more of a video platform or a publisher? ![]()
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