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.


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