Author: rssmasher

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Many large brands have in-housed advertising technology as part of a data-driven marketing overhaul. But for Marriott, the data-driven plan has meant taking more ownership of media production, including travel news sites and documentary features, as data ties creative content to bottom-line results. Last year, Marriott consolidated data from its Marriott and Ritz-Carlton rewards programs… Continue reading »

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By Eric Hoffert, svp, video technology, AppNexus

Video has emerged as the undeniable future of programmatic advertising. As opportunities to engage consumers through video grow richer and more complex, formats for monetization have advanced alongside them.

Ranker, an online publisher and Quantcast Top 30 site, focuses on crowdsourced, ranked content across display and video. On the forefront of the digital video landscape, Ranker has honed a strategic balance of direct and programmatic advertising, as well as instream and outstream video. They were also an early adopter of video header bidding, using Prebid Video as well as other partners.

This week I sat down with Ranker’s Chief Technology Officer, Premesh Purayil, to talk about Ranker’s move into video header bidding, why the company chose to customize their ad server rather than work with DFP, and the evolution of the digital video market.

What is Ranker’s business and what role does video play in it?

Ranker’s core business is that of an online publisher: monetizing from advertising, display and video. While the majority of Ranker content is in the form of text-and-image interactive lists and listicles, we also have an in-house video department that produces short-form video content for Ranker and Ranker brands. About 18 percent of Ranker’s programmatic revenue comes from video (pre-roll and outstream).

What’s the value proposition of Ranker to consumers?

Ranker’s goal is to crowdsource anything that makes sense as a ranked list. With hundreds of thousands of crowdsourced rankings on topics ranging from the best Netflix original films, to the funniest standup comedians, to bucket list ideas, Ranker has content available for users to vote on, use for recommendations, trivia, and generally get lost in a content wormhole.

You were an early adopter of video header bidding; what prompted the initial decision to move to the technology?

Ranker video demand is composed of a mix of direct and programmatic. As we grew our video inventory in 2017, Ranker saw the opportunity to increase yield by moving away from static video demand tags just like we saw for display. Rather than working with the many ad networks that attempted to auction off our inventory against the SSPs we already work with, video header bidding opened the door to a more efficient approach to capturing video demand.

Ranker has deployed both instream and outstream video. How is it working out for each of these formats and what role does video header bidding play?

Deploying both instream and outstream video has been successful for Ranker. We started to grow our instream inventory at the end of Q3 2017, so it was important that we drive an increase in demand for this content. For both instream and outstream, increasing demand through video header bidding enabled Ranker to start growing PMP video deals, an area in which we look forward to expanding in 2018.

Unlike some video publishers, you don’t use DFP as your video ad server. How have you customized your video ad server set up to work with Prebid video?

Using DFP for video for most publishers is a no brainer since they are (likely) already using DFP. Along those lines, Prebid Video is relatively easy to integrate into DFP, which makes sense because it’s targeting the same audiences as the publishers. From Ranker’s experience, however, DFP is NOT well suited for every scenario. Unless you have a lot of direct demand where video header bidding is just increasing yield, you will find that DFP video basically takes you back to the pre-header bidder days of waterfalls (DFP waterfalls its demand tags). If you have a mix of standard tags, direct and video header bidding, moving to a video ad server that can auction your demand (client or server side) will yield much better results. In order to achieve this, Ranker had to adjust our pre-bid video integration to send key values into LKQD (our video ad server) rather than DFP.

Where do you see the digital video market going in the coming years?

The future of the digital video market will be interesting. Last year, many publishers (and ad tech) pushed video, so one could easily assume 2018 would have a different focus. However, I think video header bidding will gain mainstream adoption over the coming year and will continue to drive a focus on video. While there still are a lot of issues around brand safety and viewability, I am hopeful Vast 4.0 will help solve those and reduce network overhead.

How do you see Ranker evolving in the video space?

Though Ranker is not known as a video site, we plan to diversify our content types in 2018, and video will be a large part of this strategy. As we increase our video content, Ranker will be mindful of keeping video on-brand and related to our core offering for our audience — which, of course, is rankings — so we can continue our impressive growth in audience reach. This translates to a value-add for brands — by combining our audience development prowess and unique data set, Ranker will offer brands a unique approach to target audiences in ways other publishers cannot.

The post How video header bidding is opening doors for Ranker appeared first on Digiday.

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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. When Less Is More Facebook’s recent algo change could lure TV dollars if it reduces the amount of publisher video content in the news feed. If pubs spend less on Facebook traffic, it “could lead to less inventory and push advertisers towards the more… Continue reading »

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“Game of Zones” is a popular animated series from Turner’s Bleacher Report, which reimagines NBA stars and personalities as characters in a “Game of Thrones”-like universe. It’s been a successful show for Bleacher Report, with its most recent season nabbing 40 million video views across platforms and a big ad sponsor in AT&T, the company said. Now, Bleacher Report wants to see if it can find other ways to make money off “Game of Zones” and other brands in its portfolio.

Bleacher Report is hiring dedicated teams for commerce and content licensing, having already brought on an executive to head up the commerce business, said Howard Mittman, CRO and CMO of Bleacher Report.

“One of the great benefits of being owned by Turner is that we have a lot of opportunities that some of our VC-backed competitors don’t,” Mittman said. “So we’re not downsizing. We’re growing, and some of the new hires are going toward separate and discrete teams we’ve created for e-commerce and licensing.”

Breaking into commerce
In addition to “Game of Zones,” Bleacher Report has “Gridiron Heights,” an animated series focused on the NFL, and “No Script,” a documentary series starring NFL player Marshawn Lynch that Bleacher Report developed for Facebook Watch. Bleacher Report also has a big hit with its House of Highlights Instagram account, which is followed by everybody from LeBron James to Drake. Out of these media brands — and others in the pipeline for 2018 — Bleacher Report sees an opportunity to create merchandise and other products that people would want to buy.

Last year, Bleacher Report ran a small test where it created a line of clothing based on the “Hoodie Melo” meme (featuring NBA player Carmelo Anthony practicing in a hoodie). The hoodies, at $60 each, sold out in just a few hours, Mittman said. Similarly, Bleacher Report hired an artist last year to reimagine NBA team logos in honor of Black History Month, with franchise names such as the Bed Stuy Rockers and the Chicago Defenders. It’s easy to imagine apparel and other products carrying those logos, Mittman said.

“It’s a great advantage we have with the Turner relationship — just look at what Adult Swim has been able to do with ‘Rick & Morty,’” said Bleacher Report president Rory Brown. “There’s a certain demographic that is so in love with that content that they’ll support it in whatever way they can. People are not going to buy some random piece of swag from a brand they stumble upon on Facebook. That’s what we’re focused on.”

Licensing shows
Two years ago, Bleacher Report formed its B/R Entertainment division to create video shows for Bleacher Report’s own platforms and other distributors such as Facebook Watch. Led by Neil Punsalan, it’s focused on projects such as “Game of Zones,” “Gridiron Heights” and “No Script,” which Bleacher Report reportedly licensed to Facebook for “millions” of dollars. Bleacher Report has five such entertainment projects that it plans to focus on this year, said Brown.

“We’re going to be smart about [the licensing business] versus trying to jump in the deep end of the pool,” said Brown. “You can find success here — and many entertainment companies have for a number of years — but you’re talking about relatively young media companies going up against established Hollywood brands. So we’re going to be careful.”

Revenue diversification and decreasing platform dependency have taken on greater importance for publishers since Facebook announced that it would devalue media content within the news feed. Bleacher Report’s decisions to go into e-commerce and content licensing preceded Facebook’s announcement, but they point to the need for digital media companies to have multifaceted revenue models.

Bleacher Report revenue grew 17 percent year over year in 2017, according to Brown, who wouldn’t give a hard number but said the company was profitable. Ad sales on its social media accounts, which include custom branded video and sponsorships, contributed about a third of total direct revenues, said a company spokesperson.

While there is concern that Facebook’s algorithm change will eat into the advertising revenue publishers can make on the platform, Bleacher Report executives said they were not as concerned as other publishers that are more reliant on Facebook might be. Facebook accounts for 12 percent of referral traffic for Bleacher Report, said Mittman. Still, if Facebook favors posts that users interact with and share, Bleacher Report stands to benefit because people already interact a lot with its content. The publisher had 120 million “interactions” on social platforms in December, compared to 55 million for ESPN and 35 million for BuzzFeed, according to CrowdTangle, a Facebook-owned social measurement firm.

“Most of what we consume today and most of what is at risk because of the algorithm change is ‘basic feed’: It’s content that’s found but not sought out; it’s low engagement, has low shareability and is just filling space,” said Mittman. “We’re focused on making sure the content we create resonates with people in a deep way — they see it as a need.”

App investment is coming
Entering year three of Turner’s $100 million investment in Bleacher Report, growing audiences and revenue through Bleacher Report’s app will remain a big focus for the company. The app, which now has 9.5 million active users per month, accounts for a third of company revenue, said Mittman.

A big change will come in the spring, when Turner launches a sports streaming service. The plan is to use Bleacher Report as a front door into the service, with access available on the publisher’s site and app. It’s also speculated inside Turner that the as-yet unnamed streaming service will have Bleacher Report branding in some fashion.

And with the runaway success of House of Highlights on Instagram, Bleacher Report is also focused on building its own distinct media business with separate revenue goals for the account. House of Highlights creator Omar Raja and Bleacher Report’s vp of social Doug Bernstein are leading the effort, with oversight from a board that includes Brown, Mittman, Bleacher Report CEO Dave Finocchio and COO Alex Vargas. Bleacher Report is also putting together a team of new hires and existing staffers to support House of Highlights.

“We need to diversify and make sure we are protected,” said Brown. “Sustaining the growth of the Bleacher Report brand is important; building a business within the business at House of Highlights and how we put money toward each brand to grow them as best as they can will be important. And the app, as a potential place where it can become a home base for sports fans, and getting people to be more active and interacting with each other on it, will be a priority as well.”

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