Video advertising is in demand. Indeed, eMarketer predicts that video ad spend is set to reach a $10.3bn ad spend growth in 2016 and make up 14% of total digital ad spend. However, for marketers it can be challenging to find the right inventory that offers both quality as well as cross-screen audience reach.
That’s why Pixalate, the fraud protection and data intelligence company, has now launched a cross-platform rating system for video ads. The Video Seller Trust Index (VSTI) spans programmatic TV, mobile and now desktop video.
Pixalate VSTI seller rankings for October 2016
The company is known for its programmatic advertising standards for sellers, the Global Seller Trust Index (GSTI) and in-app advertisers with the Mobile Seller Trust Index (MSTI). The latest addition offers video ad spend tracking across traditional channels and programmatic sellers, which the company hopes, will enable advertisers to plan their campaign expenditure on platforms that are optimised for inventory quality and cross-screen audiences.
With TV and OTT video traffic currently increasing an average 18% per month, 68% of online users are expected to use connected TV in 2017. However, where there’s huge demand, fraudsters are never far behind. Pixelate shows that 44% of connected TV/OTT device traffic is invalid.
That’s where the new VSTI comes in. It combines invalid traffic metrics with traditional video data to offer a more rounded picture of a seller’s reputation.
“Video advertising, particularly programmatic TV, is rapidly becoming the next big frontier for fraudsters to exploit. Our groundbreaking new Video Seller Trust Index addresses this industry problem by identifying the safest platforms for advertisers to work with through quality scores that go beyond the one dimensional reach metric.”
The new VSTI evaluates almost 200 per impression metrics based on an analysis of over 100bn impressions that determine a reputation. The seller’s quality is averaged by analyzing and scoring the seller for overall effectiveness and addressing fraudulent activity as well as including metrics such as Gross Rating Point (GRP), reach, player size and engagement.
In doing so Pixelate uses the xGRP formula that tends to improve GRP standards by relaying potential ad reach to the largest possible volume of users per device and programmatic sellers.
xReach is a measure of a seller’s ability to capture an advertiser’s desired audiences across various video platforms. The VSTI can also optimise for device and screen size according to player size, and engagement rates are measured in user interaction and video session data.
Jay Friedman, COO, Goodway Group, adds:
“We’re all too familiar with the growing fraud problem in video where we need to be particularly vigilant. With Pixalate’s strong reputation as the programmatic advertising standard, we will be quick adopters of their new Video Seller Trust Index that measures the quality of the video ad environments.”
Pixelate recently provided the October 2016 results for its VSTI ranking in the US. Key insights include invalid traffic rates by type, with TV/OTT seeing 44% of invalid traffic, followed by mobile at 37% and desktop 35% as well as tablets at 32%.
Roku (59%), Sony Playstation (38%), and Nvidia Shield (31%) received the highest percentages of invalid ad impressions for TV/OTT. For mobile devices, LG Risio (57%), ZTE Grand X3 (56%) and LG G Stylo (56%) had the highest mobile video ad fraud rates.