1、WHY YOU NEED DEVICE DETECTION FOR VIDEO ADVERTISINGAPRIL 2019HOW A DEVICE DETECTION SOLUTION CAN SUPERCHARGE YOUR VIDEO ADVERTISING TARGETING AND ANALYTICSDevice Detection for Video Advertising-April 20192THE MOBILE VIDEO LANDSCAPEVideo as an online trend is not new,but there is no doubt that video

2、consumption on the web has skyrocketed.Time spent watching video is growing rapidly.Consider the following numbers to get an idea of just how big video has become:75%of mobile traffic will be video by 2020-Cisco YouTube users watch more than 3.25 billion hours of video each month,with an average vie

3、wing session of 40 minutes(up 50%YOY)93%of video views on Twitter happen on mobile Twitter Video is easily the best performing content type on FacebookNot only is video consumption big,major players are doubling down on their investments in long-form video:Apple($1B)Netflix($8B)Amazon($4B)HBO($2B)De

4、vice Detection for Video Advertising-April 20193WHATS FUELING VIDEO GROWTH?Some of the reasons for this explosive growth include:The smartphone revolutionSmartphone ownership is now widespread in many parts of the world,and devices are now available at a range of different price points.Improved cell

5、ular networksSince the emergence of 3G,4G and now 5G network bandwidth availability has increased on cellular networks enabling increased video consumption.Cheaper data plansData plans have become more affordable in most markets and what was the preserve of the business community in the early 2000s

6、is now accessible to all.Availability of Video Video platforms for sharing and consuming video have mushroomed along with their audiences-platforms like YouTube,Vimeo,and Twitch have monthly audiences in the hundreds of millions.Device Detection for Video Advertising-April 201942019 AND BEYONDAccord

7、ing to industry oracle Mary Meeker,the near future will offer increased opportunities for advertisers to get in front of consumers.Here are some highlights and predictions.Although sales continue to slow,the average selling price of smartphones is continuing to decline too.This opens up new markets

8、to smartphone ownership,increasing the reach of video advertising.Added to an increase in average 4G(and soon 5G)connection speeds,the availability of high-quality mobile video will spread wider than its ever been before.The below chart from Cisco shows the predicted mobile connection speeds across

9、the globe.Device Detection for Video Advertising-April 201952019 AND BEYONDAs well as accessing more people,advertisers will be happy to learn that the average smartphone user will spend even more time on their mobile device than previously.In 2017,US adults spent 5.9 hours on digital media each day

10、,of which 3.3 hours were on their mobile devices.As this increases,and people slowly move away from traditional TV viewing in their down-time,the possibilities for mobile(and OTT)video advertising will continue to increase.Device Detection for Video Advertising-April 20196VIDEO AD TARGETING AND OPTI

11、MIZATIONThere is ample evidence that engagement with the video format is high.Higher engagement rates and the continued shift away from linear TV(especially younger demographics)has led to to an increase in mobile video ad spend.According to Hubspot,53%of people consume videos more thoroughly than o

12、ther formats:So,how can you take advantage of the high levels of attention paid to video and video advertisements?Device PropertiesWith a suitable device detection solution in place,its possible to determine exact device specifications,and optimize your videos and ad-targeting around them.There are

13、currently 187 properties available with DeviceAtlas.Lets look at some of the more important ones as they relate to video advertising.Device Detection for Video Advertising-April 20197DEVICE PROPERTIESFor video advertising technology players,getting it right on mobile requires an accurate knowledge o

14、f the device you are addressing.Given the additional costs of serving video in terms of bandwidth,and the actual production costs of the content,you really dont want to serve video to a device that cant play it.To guarantee a solid user-experience,and thus a better ROI,its worth paying close attenti

15、on to:Screen Size A smaller screen size may not be suitable for all videos.Where theres text required,clickable links post-roll,or anything else that requires space,its good to know whether the user will see and understand everything.Where they cant,you can offer an alternative.ResolutionWhere a dev

16、ice cant display high-resolution video,it makes sense to send a lower-res version,saving transfer time and bandwidth.ConnectionA user on WiFi,with a large,high-res screen,is perfect to receive your HD video in all its glory.If,however,a device only has a(relatively)slow 3/4G connection,you should se

17、nd the lower-res version.This saves on download/bandwidth,but also takes into consideration data use,which the user will no doubt appreciate!These are just three of 187 device properties available,in real-time to DeviceAtlas customers.If any device property causes an interruption in the otherwise sm

18、ooth user experience,users may abandon before they get to see the fruits of your labour,meaning lost opportunities all round.Device Detection for Video Advertising-April 20198REPORTING AND ANALYTICSAccurate device intelligence plays an important role in providing the data needed to support reporting

19、 requirements for the different players in the advertising chain.On the one hand,it is used to support the analytics requirements of advertisers and publishers,to measure campaign effectiveness across different devices.On the other,as all ad platforms generate reports and audit trails,using a well e

20、stablished device intelligence solution such as DeviceAtlas ensures that reporting aligns with the major commercial web analytic platforms in use by a large proportion of Fortune 500 companies.Such an alignment of reports can save account managers significant headaches and work when it comes to reco

21、nciling reporting data from multiple sources.Below is an example of an analytics/reporting suite powered by such device awareness:Getting video advertising right requires a combination of great user experience,device targeting,instant loading as well as the all important ad creative.The best ad plat

22、forms will be able to offer the kind of sophisticated device targeting on mobile to both web and native app channels.Device Detection for Video Advertising-April 20199CASE STUDY-TELARIATelaria is a leading video marketplace for brand-effective advertising.Their premium video marketplace offers the f

23、ull spectrum of video ad products and services,including premium programmatic buying and selling,and analytics that connect the two.The ChallengeIn this rapidly evolving market,consistent and accurate device data is essential to reduce discrepancies between various parts of the ad tech puzzle.Video

24、advertising platforms like Telaria need to ensure their customers are getting more bang for their buck by providing them access to any audience segment on mobile,OTT,Connected TV and desktop.Granular and accurate reporting must also be provided which offers more value for the advertisers purchasing

25、ads,as well as making sure that publishers get maximum value of their inventory.SolutionTelaria embedded the DeviceAtlas API into the same servers as their platforms which gave them access to highspeed,industry grade device detection.This has allowed Telaria to ver-ify the type of requesting device,

26、thereby increasing targeting options and ad traffic transparency.Some of the properties they target on include screen sizes,device model,OS and isTV which enables them to cluster devices into device families.On the supply side,publishers can get a better understanding of how their video inventory is

27、 performing by monitoring and understanding their customers buying patterns according to device.Another benefit for Telaria clients includes the ability to deep dive into campaigns and see which connected devices are having an impact on their ad performance.They can quickly see,for example,if the cr

28、eative is displaying incorrectly in their ads for certain devices and re-optimize.The detailed insights on devices provided by DeviceAtlas helps Telaria continually improve their platform.DeviceAtlas helped SpotX increase these targeting options and ad traffic transparency by verifying the type of r

29、equesting device and serving the right types of ads.This also allowed the platform to provide its ad buyers and publishers with insight into device type-based campaign statistics.We are singularly focused on video which is how consumers are increasingly engaging with content.Our programmatic softwar

30、e addresses marketer and content owner challenges of audience and device fragmentation.We see DeviceAtlas as a valuable partner in helping us achieve this.Craig Berlingo,VP Product at TelariaDevice Detection for Video Advertising-April 201910WHY DEVICEATLAS?DeviceAtlas is the only provider with Carr

31、ier Identification.This allows you to identify the presence of a cellular or WiFi connection and return data on who the carrier We partner with the GSMA to provide detailed device data in-dexed by TAC to power marketing campaigns,infrastructure decisions and rich device analytics and reporting in th

32、e telco environmentDeviceAtlas can enable significant savings in IT costs by detecting and identifying bot traffic,delivering immediate and measurable ROI on your investmentDeviceAtlas has access to a regular source of device data from a global network of websites built on the goMobi web publishing

33、platform,also part of Afilias Technologies portfolio.We have no dependency on harvesting traffic data from our customersDevice Detection for Video Advertising-April 201911OUR STATISTICS AND DATAYou are most welcome to share DeviceAtlas reports and statistics to help you or your audience better under

34、stand todays fragmented mobile device landscape.Here are some additional resources to help you understand the benefits of an accurate de-vice detection solution:https:/ https:/ sure to let us know if you have any comments,requests or suggestions by writing to .START DETECTING ALL DEVICES VIEWING YOU

35、R ADS ACROSS ALL ENVIRONMENTSDeviceAtlas is a high-speed,high-performance,low-server footprint device detection solution used by some of the largest companies in the online space.The most common use cases include:-Optimizing UX and conversion rates -Improving web performance -Targeting ads -Analyzing web and app trafficDeviceAtlas allows you to target 187 device properties to build fine-grained content optimization and detailed reports on web traffic.Get started with a free trial to test De-viceAtlas in your environment.