Whenever users see a video ad (a pre-roll before a content video or an auto-play video ad unit between two paragraphs), its something which they were not really expecting.
Between these two cases mentioned above, there is no quality hierarchy…it remains a non-chosen, forced form of content that users have to cope with. To calculate its efficiency, the industry has been relying heavily on metrics such as VTR. However, VTR in itself doesn’t mean much. Combined with viewability, this becomes a decent KPI for brands, but how do you really identify if a user is really interested in your brand? Is 3 seconds with a full visible player better than 6 seconds with a 50% visible player? Between these two situations, there is an infinite amount of situations within a users’ behaviors that could lead to different answers…and being viewable does not mean being seen.
Traditional out-stream formats have become more like a hardware solution that does not really focus on the users attention or actual interest, but rather the size of their screen (i.e. loading a responsive unit).
Based on these facts, Mediabong have applied a patented technology which analyzes in real-time users behaviors and measures their interest within the ad displayed (that’s what we call the interest trend coefficient) and adapt the way the ad is displayed based on each user’s experience.
Thus, the simplest and only guarantee of engagement remains the most obvious one: 100% completion rate with 100% viewability”