Brightcove has launched an ad optimisation solution which it promises will enable publishers, broadcasters and OTT providers to maximise video ad delivery and revenue, while defeating d blocker technology.
Combining server-side ad insertion (SSAI) and HTML5 player management service, Brightcove Lift delivers TV-like ad experiences for viewers, client-side interactivity, and integration with providers for reporting and analytics.
Millennial audiences are proving to be challenging for ad supported video businesses with their high rates of mobile consumption and ad blocker usage which compromise ad delivery and result in lost revenue. Media companies using Brightcove Lift, the company claims, have seen video ads delivered per video start increase by as much as 50 per cent.
Brightcove Lift is integrated to deliver advertising from ad servers such as DFP, Freewheel, SpotX, and LiveRail as well as required measurement from many analytics providers. Lift is also compatible with the IAB VAST specification.
Server-side ad insertion is designed to enable content owners to maximise ad inventory and monetisation opportunities by delivering mid-roll ads across platforms. It also delivers a ‘seamless’ viewing experience by minimising ad error rates and breakage, and optimising streams for playback. The result is a linear broadcast-quality video experience that keeps viewers engaged with the content by minimising buffering between video content and video ads.
Vox Media, home to brands such as The Verge, Vox.com, Eater, and SB Nation, selected Brightcove Lift. Brendan Murphy, product manager, video, at Vox Media, commented: “At Vox Media, providing a high quality audience experience is very important to all of our brands. When it comes to mobile video capabilities on our web properties, fast and smooth playback is our priority. With our previous OVP, we faced severe issues on Android ranging from slow video load times to complete playback failure. As a result, we chose to turn off ad delivery in an attempt to preserve user experience. With Brightcove Lift, we’ve seen significantly improved quality and consistency in the video playback experience across mobile devices which allowed us to re-enable ad delivery. Today, Brightcove is powering the majority of Vox Media’s online properties on mobile. Using Brightcove Lift, we are able to deliver a rich mobile ad experience without compromising user experience.”
