Opportunities and challenges of video ad serving during live events (part 2)

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Opportunities and challenges of video ad serving
during live events (part 2)

• Watson F
• Writes on ad server, involved with Adspeed ad
  server solutions Adspeed ad serving software.

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We discussed how video ad serving can help build
your brand with measurable results. We will
continue to talk about other pros and cons of
serving video ads during a live event. By nature,
live events are unique and do not repeat. Replays
are of course possible but it does not have the
same traffic as the original broadcast. There is
no second chance when missing the chance to serve
a suitable ad during the live event. Therefore,
it is important to prepare as much as possible
ahead of time.
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Ad spacing Users may become fatigued with a high
frequency of video ads during live events,
leading to ad avoidance or ad blocking.
Advertisers need to strike a balance between
maximizing ad exposure and maintaining a positive
user experience. Consider the length and content
of the live event. Shorter events should have
fewer ad breaks while longer events could
incorporate more breaks strategically placed
throughout. Integrate ads during natural breaks
in the live event, like halftime shows,
commercial breaks during sports games, or between
musical acts at a concert. This allows viewers a
chance to catch their breath and mentally reset
before returning to the main content. Interesting
ads might even be considered as entertainment or
sideshows like the ranking and review of Super
Bowl commercials.
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Real-time targeting Video ad serving platforms
can utilize real-time data to target audiences
during live events. This allows advertisers to
deliver relevant and timely ads that resonate
with the specific demographics and interests of
the viewing audience. Advertisers need to
carefully consider the relevance and context of
their video ads to ensure they align with the
tone and content of the live event. For example,
viewers from one state, city or metro area might
see a different set of ads compared with viewers
from another geographical area. However, ad
targeting can also be a challenge because if the
wrong settings are applied, ads will be shown to
the wrong audiences without a do-over because it
is a live event. One solution for this is to stay
organized, schedule everything ahead of time,
double-check settings by different ad traffickers
and not to wait until the last minute.
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Technical complexity Outage or performance issues
can ruin the whole campaign. Live video ad
serving requires a robust and scalable
infrastructure to handle the high volume of ad
requests and ensure seamless ad delivery during
live events. The incoming traffic can be
unpredictable, uneven and demanding. It is not
unusual to see a lot of ad requests within
seconds. They can last for a few minutes or
longer and then zero out entirely. Managing the
system capacity to ensure reliable and fast
delivery without breaking the budget is a big
challenge for ad operations. The ad server needs
to have experience and servers standing by to
scale up at any second when the video program
begins and scale down after it ends.
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About Adspeed
AdSpeed ad server is a reliable powerful ad
serving and ad management solution that serves
your ads, tracks impressions clicks and reports
ad statistics in real-time. Driven by the latest
ad serving technologies, the goal of Adspeed
adserver is to provide a reliable platform that
can help in executing online advertising strategy
more efficiently.
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