How Can You Use Podium Bidding to Maximize Your Video Ad Revenue?
Pod Bidding is a formidable competitor when it comes to video monetization. It’s difficult to run over a HTML5 video player that doesn’t uphold the configuration. In point of fact, publishers and live streamers alike use Pod Bidding to the greatest extent of any video ad format.
While live streaming and CTV content have seen an increase in ad revenue as a result of Pod Bidding, how does it fare with other types of content?
The blog post explains how pod bidding works and how publishers can double their pod bidding ad revenue.
How do Ad Pods work?
Ad pods are groups of ads that are shown sequentially on a media platform, such as television or online video, in pod bidding. Advertisers bid for pod ad slots in this format, and the ads are played in the order of those bids.
There are flaws in your Ad Pods.
There are two issues with ad pods that you should investigate:
1. Ad repetition.
Ad duplication is when the same advertisement appears multiple times within a single ad pod, or group of advertisements. Ad duplication can happen when an advertiser bids on multiple ad slots in the same ad pod or when the same ads are repeated multiple times. Duplication of ads can make the user experience poor because they can be annoying and repetitive for viewers. It can also have a negative effect on how people perceive the brand because it can give the impression that the brand is not original or creative.
Advertisers can use ad scheduling and targeting tools to make sure that their ads are only shown to the right people at the right times to avoid ad duplication. Creative rotation can also be used by advertisers to show different ads in the same ad pod to avoid repetition and keep the ads’ content interesting and fresh.
2-Separation of Competitive Ads
In digital advertising, the practice of ensuring that an advertiser’s ad does not deliver in the same ad pod as a competitor’s in the same industry is known as competitive ad separation. For example: a Porsche and BMW advertisement playing in the same ad pod.
This is frequently done to avoid situations in which advertisements for competing brands are shown simultaneously or in close proximity to one another. This can confuse viewers and potentially harm the brands’ reputations.
How does Pod Bidding work?
In the digital advertising industry, the process of selecting a specific ad slot within a pod, or group of ads, when buying ads programmatically is referred to as “pod bidding.”
Advertisers can choose which ad slots to bid on in pod bidding based on things like the length of the ad, the location of the ad break, the order in which it will be played, and the audience it is aimed at. By reaching the right audience at the right time, this gives advertisers more control over the content of their ads and increases their effectiveness.
It is possible to combine Pod Bidding with other ad formats, such as Dynamic Pods, to provide even more flexibility and control over ad content. Pod Bidding is frequently utilized in television and video advertising. Any other ad break that appears in the middle is less valuable than the first and last ad slots in the pod. The viewers who convert from the final pod placement are also higher-value leads because they continue to pay attention to the end.
Streaming services will also be able to create dynamic pods as part of OpenRTB 2.6, which will let them automatically adjust the number of ads in a pod without making the ad breaks longer. Open RTB 2.6 makes pod bidding, which has been on the wishlist of many streaming advertisers for some time, a reality.
Publishers can also benefit from pod bidding because it enables them to optimize where ads are placed in their inventory, ensuring that they are seen by the right users at the right time.
How does Pod Bidding operate?
Multiple advertising tags are combined into a single bucket in a single ad pod. These tags can be added using either CSAI or SSAI.
The waterfall model is used in Pod Bidding, with each ad tag being called sequentially until an ad is returned. A pod with five ad tags has a good chance of serving two to three video ads.
As a result, publishers must arrange a large number of ad tags in a single ad pod to increase the likelihood of playing numerous ads during pre-roll, post-roll, and mid-roll.
A brief, step-by-step illustration of the entire podding procedure is provided below:
-Organize the ad tags into an ad pod using video CMS. Here, you need to set the length of the ad, the length of the pod, and the number of ad tags in each pod. Each ad tag in the ad pod gets a sequence number.
When a viewer watches a video, the video player will make ad calls for each of its tags.
-For every successful ad call, ads are served as long as they fit in the slot.
-A 15-second ad break will not play a 30-second video. The ad pod simply moves on to the subsequent tag in the sequence in the event that a video ad impression is empty.
How can an ad pod be customized?
On each ad pod, publishers can customize the following:
Number of Ads in an Ad Pod Limiting the number of advertisements in an ad pod can help prevent ad fatigue and enhance the user experience. Ad fatigue is a common issue in digital advertising when viewers are exposed to an excessive number of advertisements in a short amount of time. This can have a negative impact on the ads’ effectiveness as well as cause annoyance and irritation. Advertisers and publishers can avoid ad fatigue and ensure that viewers are not overwhelmed by a constant stream of ads by limiting the number of ads in an ad pod.
Ad Pod Duration: Depending on viewer engagement, publishers will have more control over how long users will need to watch ads during pre-roll, mid-roll, or post-roll if they set a reasonable duration for ad pods.
Within a single ad pod, the performance of 15-second ads is typically superior to that of 30-second ads. Limiting the length of the advertisement within the ad pod is a good way to attract your audience’s attention and reduce bounce rates if they have a short attention span.
Advertisers and publishers can strike a balance between maximizing revenue and providing the best user experience by carefully weighing these options. This could help them make their ads work better by making it more likely that people will interact with them and take the desired action.
In the advertising industry, a type of ad format known as “Dynamic Pods” allows advertisers to bid on different lengths of ad slots within a pod, or group of ads, on a media platform. In Unique Units, publicists can in any case send offers for different 15 and 30-second promotion choices, as well as different lengths, giving them greater adaptability and command over the advertisement content they show. This ad format is frequently utilized in television and video advertising, where advertisements are typically played in pods during commercial breaks or live streaming breaks.
A DSP can decide to show two 15-second promotions and one 30-second promotion for a complete case span of 60 seconds in the event that a merchant imparts a unit term of 60 seconds.
SSPs would only communicate the ad duration and the number of slots available when pod bidding was irrelevant. In examination with a “organized” promotion case, a unique advertisement unit is more adaptable with regards to changing the quantity of promotions or their length.
A DSP can use dynamic pods to fill an ad pod in the most effective manner, taking into account cost, delivery, and pod length. When employing dynamic pods, DSPs can thus ensure that they only return the correct total duration of advertisements.
Floors of prices per second.
In the digital advertising industry, a pricing strategy called a “per-second price floor” lets sellers set a different floor price for each second of air time in an ad pod. The previous bid floor field only allowed publishers to communicate a single floor price for a given ad slot, regardless of the ad’s length. This is an improvement over that. Sellers can establish a more precise and fair price for each ad slot within a pod by using a per-second price floor. This can help buyers and sellers establish a programmatic advertising process that is more efficient and effective. By ensuring that sellers receive the best price for each ad slot, this can also assist sellers in maximizing the value of their ad inventory.
The IAB Tech Lab’s OpenRTB specification has a new field called mincpmpersec that is used to make real-time bidding (RTB) easier in the digital advertising industry. The pod bidding enhancements, a collection of brand-new fields designed to make it easier for advertisers to purchase ad pods on media platforms, include the mincpmpersec field. Sellers can set a floor rate for each second that an advertisement runs within a pod using the mincpmpersec field. For instance, if the mincpmpersec esteem is set to $5, this would flag that the floor cost briefly promotion is $75, and the floor cost briefly promotion is $150. Advertisers can make use of this data to figure out the minimum amount they are willing to pay for a particular ad slot.
One of the developments presented by unit offering is the idea of mixture promotion cases, which permit the joining of both norm and dynamic segments. Ad pods that combine dynamic, programmatically-sold ads with predetermined, fixed ads are called hybrid ad pods. Publishers can use this to combine the advantages of both ad formats and offer more control over the ad content they display.