Whether you are considering using some sort of streaming advertising analytics tool or are just wondering if you are using the right one, a holistic, vendor-independent solution that provides reliable, real-time data is the way to go.
Ad-based streaming models like AVoD and FAST channels are on the rise thanks to their potential to increase platform revenues and appeal to budget-conscious consumers in a time of economic turmoil.
However, to make the most of your advertising-based streaming business, you need the capabilities only a dedicated third-party streaming advertising analytics tool can provide.
1. Optimize your ad strategy with reliable end-user data
With a purpose-built streaming advertising analytics tool, you get to optimize your ad strategy based on insights that are not tied to any demand-side vendors or external economic interests.
This is key, as data coming from an ad server or advertising partner cannot always be relied upon. Not only because the interests of these actors are not necessarily aligned with yours, but also because they do not have access to the end-user information (e.g. user and content type, CDN, or ISP) one needs to properly assess ad performance and engagement.
By opting for an independent tool that is fully integrated into your streaming platform, you can leverage precise data on how your users perceive and interact with your ads to increase revenue and improve the overall user experience.
2. Improve ad quality and mitigate errors in real time
With reliable data on how your ad insertions are performing in real time, you can see exactly what types of errors are impacting the quality of your ads — and you can do so with a high level of granularity.
By knowing which exact errors affect which users, on which devices, and in which regions or Internet service providers, you can improve ad quality more effectively, allocating resources based on a clearer understanding of priorities and with clinical precision.
Furthermore, by identifying ad playback issues as they happen, you can mitigate errors proactively before they affect a larger part of your user base. Resolving these technical issues protects your service from growing user dissatisfaction and increases ad fill rates and revenues.
And speaking of churn — an advertising analytics tool that correlates ad performance data with video and app analytics lets you pinpoint exactly what is making your users log off. No more guessing if it’s problems with the ads, your video content, or your app that is making you lose users.
But there are further benefits from a user experience perspective.
3. Understand user tolerance and improve engagement
A good third-party streaming advertising analytics tool allows you to gauge your users’ tolerance to ads and act accordingly.
Knowing how many ads each user can tolerate and where along the stream they prefer them (e.g. before the video starts or during the play) is very valuable and actionable information. It lets you both better cater to their taste and expectations while optimizing ad impressions and revenue.
For example, users who are more accepting of ads and can be shown a higher number of spots per break, while those who prefer fewer ads don’t need to be overwhelmed unnecessarily.
In other words: with a comprehensive advertising analytics tool, you can create an ad experience that tailors to your users’ expectations, improving their overall viewing experience while maximizing ad value.
4. Have one source of truth across teams
From an operational perspective, relying on a holistic streaming video analytics platform that includes advertising, video, and app analytics insights is a major advantage.
The all-in-one approach means that all your teams, from marketing to sales and development, are operating and making decisions based on a single source of data. There is no need to correlate ad performance and engagement data from multiple sources and fight over which source is more accurate. Teams can work together more effectively and build deeper interdepartmental synergies.
From an ad selling perspective, the unique source of truth allows you to package your media kit in a more consistent manner when presenting your ad inventory to demand-side partners.
Whether it is an ad server, ad agency, or a brand, you can show them cohesive audience and engagement numbers that highlight the value of buying ad slots on your platform.
5. Audit your ad server’s performance
Finally, and still on the subject of demand-side partners, an independent streaming advertising analytic tool lets you keep tabs on your ad server’s performance.
With ad fill rate data reflecting how many ad slots are actually being filled at the end-user level, you can monitor your service-level agreements with your partners to ensure they are keeping their end of the agreement and every ad slot is being monetized.
Equipped with this knowledge, you can negotiate more favorable and fact-based contracts with your demand-side partners.