Conviva Releases Ad Insights Tool for Real-Time Ad Monitoring
Branching into ad monitoring, video optimization specialist Conviva has announced Conviva Ad Insights, a service for monitoring ad performance in real-time and correcting issues that occur.
Problems that Ad Insights can identify include ads that don't play or play at low quality. In developing this service, Conviva learned that a pre-roll ad delay of up to 5 seconds will lead to 13.6 percent of viewers abandoning a video. It also saw quality issues on 8 percent of video ads due to ads being sent with incorrect bitrates.
Ad blockers are a significant problem for publishers, as their use interrupted up to 40 percent of ad requests in some implementations, Conviva said. Also, 3.1 percent of video ads simply failed to start.
Correcting ad performance issues lets publishers reduce errors that lead to lost revenue, Conviva says. The service offers both real-time and historic views, and can send alerts when problems, such as high buffering rates, are detected.
“Conviva Ad Insights provides the granular data publishers need to solve ad creative delivery and workflow problems," says Bill Demas, Conviva's CEO. "Ad Insights enables them to optimize each ad break’s placement, position, duration, and frequency to grow ad revenue. With Conviva, publishers are now able to continuously monitor every second of every ad and receive real-time reporting across 11 core metrics. Many metrics are exclusively provided by Ad Insights, and include failures, bitrates, buffering, user abandonment, and more for client and server-side ad delivery.”
Conviva declined to discuss pricing for the service.
Even as streaming quality goes up, video ad performance is suffering. The report also looks at the connected device market and finds Roku still king.
Across all streaming devices, on-demand video viewing times are growing at a faster rate than live viewing times, finds a Conviva quarterly report.
According to Conviva's 2018 report, global streaming is way up, especially on connected TVs. But viewer expectations are higher than ever.
Publishers have been diligent in uncovering and repairing quality issues in content delivery, and now they need to do the same for ads.
The measurement specialist now offers publishers a fuller view on their streaming video performance with Conviva Social Insights.
Publishers can set the module to notify outside partners of QoE problems, automating a process now done by technicians and engineers.