LiveRail Introduces New Tech to Make Online Video Advertising More Like TV

/ Oct 21, 2013


As online video providers continue to mimic the TV-viewing experience in the hopes of bringing more ad dollars into the space, here’s another ad-tech solution to maybe loosen those purse-strings: LiveRail, a video monetization platform for publishers, is launching what it calls the industry’s first RTB-based ad-pod management capability, giving publishers the ability to programmatically run multiple ads during a single stream. In the announcement, LiveRail even likens the new Pod technology to a “TV commercial break,” highlighting how publishers now have the chance to create more impressions without having to increase the number of viewers.

The company says its new Pod technology will make it easy for publishers to conduct multiple real-time bidding, across multiple third-party buyers, to fill a single request based on the duration of the ad-pod (two minutes), or number of slots (four).

It will also enable publishers to set price floors based on pod position, meaning advertisers will be able to bid based on when the ad would run during the break. LiveRail believes this will lead to CPMs converging based on the market rates for the pod positions, something that is already common with TV advertising.

Further bridging that web/TV divide, this technology is meant for publishers of long-form video, which usually offers the space to run mid-rolls — exactly like commercial breaks on TV. Mid-rolls are said to be the most engaging ad format because they are said to demonstrate the highest completion rates, outperforming pre-rolls by as much as 30%. This idea is a bit obvious considering if you choose to watch a long-form video, like a TV episode or a movie, it’s likely that you have every intention of finishing it, no matter how many ads you have to sit through.

LiveRail’s one of the top ad/monetization platforms on the web, consistently showing up in comScore’s monthly top five. The platform runs more than 3 billion impressions per month. Clients include CBS Interactive and Metacafe, which last year was bought by YouTube MCN Collective Digital Studio.

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