News Corp unveils cost-per-completed-view solution for programmatic video
News Corp Australia has released a cost-per-completed-view solution for programmatic video, in partnership with software company Telaria.
News Corp’s general manager of commercial operations, Jason Denny, said it offers something the “walled gardens” of Facebook and Twitter can’t.
The solution uses the Open RTB protocol and allows video to be traded via a client’s demand-side platform.
“This capability demonstrates to clients the effectiveness of our video solutions through performance-based buying metrics,” Denny said.
“Our solution with Telaria provides our advertising partners with something the walled gardens of the digital platforms cannot – an efficient trading solution with independently verifiable performance measurement in a premium, trusted and brand-safe environment.”
News Corp said its digital network receives more than 70m content streams per month, and added that as marketers continue to invest in programmatic video, measurement criteria for the format will only mature, from viewability and completion rate benchmarks to performance-based models like this.
“For the programmatic video industry to mature, the availability of performance-based metrics from which advertisers can plan and measure their campaigns is a necessity,” said Telaria Australia’s general manager, James Young.
“The ability to offer CPCV measurement will allow publishers to be more flexible with their offerings and further optimise yield for their premium inventory.”
In its announcement, News Corp and Telaria claimed this was an “Australian-first cost-per-completed view programmatic solution for video”.
In October last year, however, Nine announced its streaming platform 9Now was moving towards a cost-per-completed view model.
“Advertising that is being seen for one second or sometimes not at all is not as valuable as advertising that is full screen has a 100% completion rate and is seen 100% of the time,” said Nine’s chief sales office Michael Stephenson at the time.
“It’s a complex and difficult landscape to navigate with each platform having vastly different metrics for what constitutes an ad being seeing, but at Nine advertisers who buy on a cost-per-completed-view basis will only pay for ads that are viewed to completion.
“The more of an ad that you see and the longer that you see it, the better the results. Advertising on BVOD is full screen, you see the whole ad, the sound is on and you can’t skip it.”
In response to enquiries from Mumbrella, News Corp clarified that it was the first Australian publisher to offer guaranteed CPCV programmatically. To date, it has only been possible via a direct sales channel, a spokesperson said.
Nine has been contacted for further clarity.
CPCV buys for prog video have been a thing since at least 2012.
Nice one NewsCorp, once again trying to prove your digital credentials and falling behind woefully.
To quote Ralph Wiggum on his first day as an agency coordinator at Holt St: “Whats A Data?”
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It is actually a ‘stream completion’. They have no idea how many people viewed it.
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Guessing I can palm off my manual optimisation to news to manage so I don’t have to? Q
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CPCV has always been an optimisation technique for buyers but mostly a manual process. This looks to take that headache away from the buy side and automate it.
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Isn’t this an Unruly product?
And yes, completed views have been around since way before 2012.
I guess everything old is new again
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Most if not all platforms allow this anyway, if you utilise a DSP that cannot buy CPCV then I’d imagine a long list of challenges within your business.
This article is doing nothing more than occupying pixels.
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True, but this would be space age for News, hence the useless announcement.
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Really?? Curious what bidder you’re using? I’ve tried most and none work at scale. As a previous commenter mentioned, I reckon this free’s up time on the campaign mgmt side for buyers. Would only be interesting if this is offered beyond News Ltd. inventory.
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“CPCV… in Programmatic.. a first one in AU”???
Teads is selling and advocating that solution, including in programmatic, at any billable second .. for Years, including in Australia!!
But we are in an era where Spreading fake news is the norm no?
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Particularly if that news originated at NewsCorp!
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really ???? 2015 called , they want this article back !
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