The Formula for Success in Video Advertising: Viralize.com is bringing innovation to video advertising through Viewability and Video in Picture (ViP), the innovative new advertising format geared towards the youth market and mobile device users.
Viralize pays particular attention to both the user experience as well as high Viewability rates. According to Viralize CEO and co-founder Marco Paolieri, these elements are often taken for granted, though they are necessary to guarantee success and provide measurable results.
According to Paolieri, the user experience is the rewarding element for platforms and companies that develop advertising formats while aiming for high rates of Viewability. This is not the only factor, “Viewability is one of the most important KPIs because it allows us to transparently measure the user’s actual video view. To analyse advertising trends, it is important to focus on the view-through rate (VTR) KPI, as Viewability and click through rates (CTR) do not individually measure these parameters. A high VTR does not necessarily indicate high quality, because it depends on the format.”
This is why the company chose to invest in “developing all the necessary video advertising distribution technologies within the firm. In doing this, we are able to offer an increasingly high quality of media. In the global video advertising market growing attention is being paid to the transparency of traffic sources. Sometimes it is difficult to assure our customers that the intended consumer will receive their brand’s message.
How can publishers and advertising agencies meet the needs of the purchaser?
Publishers and advertising agencies can meet transparency requests through technology and innovative advertising formats, such as ours, which allow for the real-time, system certified measurement of Viewability for each campaign. Publishers with high quality traffic and visually appealing sites are at an advantage because quality is measured based on the format chosen and its position on the page. Viralize algorithms give high priority to sites that offer this ideal advertising situation. This is advantageous to both publishers and advertising agencies alike.
What is the Viralize approach to the problem of Viewability?
Viralize was one of the first internationally to implement a proprietary technology that measures Viewability as standardized by the Interactive Advertising Bureau (Iab). Besides the standard Viewability measurements, our platform measures the actual view at each quartile, or 25%, of the video. This data is collected by our analytics platform and is available to the advertiser. In addition to Viewability we have recently launched a new advertising format called Video in Picture (ViP) that guarantees a high rate of Viewability due to its overlaid positioning. ViP offers an innovative experience on mobile devices and is appealing to the 16-25 youth quotient, as they find the format similar to what they might find on a video gaming platform.
What are the results of this new approach?
Our innovative and one of a kind solutions are appreciated by advertisers because they support their need to have more KPIs and unique advertising formats at their disposal. The company, which was founded under Nana Bianca, is quickly growing and with the recent inclusion of Stefano Premoli as Head of Sales, Viralize is positioned to bring experience and innovation to both the Italian and International market.
Interview published on Engage.
The Formula for Success in Video Advertising: Viralize.com is bringing innovation to video advertising through Viewability and Video in Picture (ViP), the innovative new advertising format geared towards the youth market and mobile device users. was originally published on Nana Bianca
