Display advertising and paid placement in terms of premium video content have a fundamental difference in their end-user appeal, as well as the brand message they can transmit. To reflect this, advertisers, networks, and publishers have adapted rather distinct models for differentiating cost per mille/impressions (CPM) and cost per view (CPV) campaigns, where one is driving consumption in the short-term through a clear linkage to sales promotion, and the other is more focused on forming long-term brand attitudes.
The supply and demand is, at the moment, out of balance for both sorts of campaigns which has sparked the development of the Preview Networks Content Exchange. There is an infinite amount of CPM inventory available that has caused market prices and click-through rates to erode, and at the same time there are not enough premium, contextual placements for video content available that allow for the mediums’ strong brand messaging capabilities to be put to use.
Why does this imbalance exist? Our answer to this question is by no means exhaustive, but it has something to do with the predictability of a sites page-view inventory and the automation one can reach through nesting multiple ad-networks for every permanent placement on a publisher’s site. As long as a predictable revenue stream that requires minimal input for publishers exists, the effort of looking in other places for additional revenue opportunities is limited, even if the existing revenue stream is continuously shrinking.
What has to happen for this to change? As prices continue to drop for CPM placements and advertisers turn their back on low efficiency placements to deliver their brand messages in a more relevant context, a change in revenue generation strategies for publishers can be observed, allowing advertisers closer to the editorial of a site. A great example of this is Renault’s work on the launch of their latest compact model where the campaign focused on retargeting to a different consumer segment with the help of premium online video.
This is where the Preview Networks Content Exchange helps. We work with publishers and content owners to find prices for content that delivers revenue for publishers through non-standard placements, allowing for rich brand messaging for content owners, and exposing the end-user to a meaningful and unique experience. It all begins with content, and premium content deserves differentiation.
About Preview Networks
Preview Networks is a content marketing platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.