New video platform Syncroll offers the first 100% guaranteed completion rate option for advertisers with a platform optimized for attention rate and interest.
Despite a growing interest in digital video ads from both brands and consumers (video ads are now the most engaging ads for Milennials) there are still hurdles and inconsistencies when it comes to actually measuring the success of video ads and making sure your audience sees them.
A few weeks ago I wrote about the threat of virtual “bots” that skew the success of social posts when brands optimize for impressions or views. These bots often mimic human behavior and fill in gaps between actual traffic or engagement with a video and the desired benchmark a brand has set—making it seem like the brand is meeting its goals when in reality a lot of the traffic is fraudulent.
Not only do bots skew the results of video ad engagements, but the APIs on the platforms also deliver confusing results. YouTube and Facebook differ in their definitions of views, making performance metrics hard to quantify and compare.
With all the chaos and confusion, brands are between a rock and a hard place as they combat measuring performance while continuing to optimize for the most engaging type of digital ads. However, Mediabong launched a new video platform it calls Syncroll to solve this. Syncroll’s algorithm calculates in real-time a viewer’s interest in a video, prioritizing engagement and actions over views. Advertisers using Syncroll only pay for video ads that are watched in full.
Syncroll’s KPIs are based on attention rather than views or completion rates, which the platform says is a more telling metric and also more useful when it comes to retargeting.
And brands have seen real results with the platform. Volvo and Netflix saw a 30% increase in video competitions and engagement rates using the Syncroll platform.
Why It’s Hot: Guaranteed views is a more cost effective KPI for brands and a better indicator of ROI from digital ads. The capabilities Syncroll offers could help brands wary of entering the space of digital video content more willing to test the waters and media spend dollars—thus giving consumers more of the content they desire.