You might intentionally hold off on serving ads in the next instance-in the hopes that some users will return tomorrow.Įssentially, you are investing in the lifetime value of the customer. By tracking how your viewers are interacting (or not interacting) with ads, you can make important business decisions, such as how best to retain your customers.įor example, if you detect high levels of ad fatigue and want to prevent viewers from bouncing from your site, you might exercise a certain restraint. Luckily, these potential challenges have a silver lining-they provide insight into audience fatigue and loyalty. Or, worse yet, the ad was requested but never filled by advertisers. Perhaps the ad took too long to load, or the ad content didn’t grab people’s attention.
If prerolls are done poorly, they are the first point of viewer drop-off after the embed. For the purposes of this blog, we’ll focus on the most common form-preroll. If the ad was skipped before reaching the end, the impression still counts.Īd impressions can occur before the start of a video (preroll), in the middle (midroll), or after the end (postroll). Measuring them correctly and using these insights in evaluating audience loyalty are critical if you want to monetize successfully.Īn ad impression is measured when an ad is delivered in the first frame. Ad impressions are the engines that turn plays into profits. But there’s often a step in between that underlies the success of all AVOD (advertising video on-demand) publishers. So far in our exploration of video fundamentals, we’ve examined embeds and plays.
WHAT IS JW PLAYER 87.6 SERIES
Part 3 of 5 from JW Player’s “Anatomy of a Video” Series