In a world of smaller screens and bigger expectations, marketers are making native video ads a top priority to create emotional engagement with consumers. Brand marketers in particular are learning how to supercharge this emerging format and boost their results—with improved viewability and verification.
Brand marketers should be able to trust and verify that their ads are being seen by their target audiences. Earlier this year we made ad viewability available on Yahoo Gemini native video ads. We’ve been pleased to see the results exceed industry benchmarks. (eMarketer research cites an average viewability rate for digital video ads worldwide, regardless of device, of 47% in Q1 2016.)
For example, HEINEKEN recently saw great success with their campaign to reach men between the ages of 21-34 by adding native video to an existing pre-roll campaign:
“We were excited to see that Yahoo Gemini native video over delivered for our campaign with viewability at 99% human and viewable,” said Ron Amram, Senior Media Director, HEINEKEN USA. “In reaching Men 21-34, we used comScore vCE to measure over 90% of ads served to the target audience.”Not only did native video with Yahoo Gemini surpass the campaign’s viewability threshold, but also HEINEKEN used comScore vCE to confirm a 96% in-demo rate, successfully achieving their targeted brand reach.
Native video has become a powerful solution for performance advertisers and content distributors as well. Over the past year we’ve focused on growing the Yahoo Gemini marketplace, introducing our full-service Yahoo Storytellers content marketing studio for brands and agencies, and launching dozens of new features, including CPC pricing and video end cards.
As we work to help advertisers reach and engage the right audiences and measure results, there’s lots more to come.
Our vice president of product management Jose Singer hosted a panel discussion with Heineken and Mediavest | Spark about the opportunities with native video ads and our senior director of industry insights David Iudica shared recent research on Thursday, September 29 during Advertising Week 2016 in New York. You can now watch the session on the Advertising Week site.