Conviva Social Insights - Webinar
Join Conviva and our customers, the Miami Dolphins and Advance Local, for a webinar this Thursday, June 6th, at 10am PST, as we share branded content best practices using real case studies. See how these industry leaders approach selling, executing and reporting on branded content. We’ll also give you the tools you need to start selling branded content on your social channels more effectively.
Topics will include:
- Pricing content and building a rate sheet for advertisers
- Branded content reporting made easy
- How to best partner with advertisers
- Case studies and experiences from the Miami Dolphins and Advance Local
What are Ad Slates?
Ad Slates are short media files that play in place of an ad during a video stream ad break. Ad Slates can negatively impact a viewer’s engagement (a viewer may see a still image or a black screen) and often indicate lost ad monetization. They typically play on LIVE video streams, either during part of the break or for the complete duration. As premium OTT publishers increasingly migrate to dynamic ad insertion on LIVE streams with server stitched ads, Ad Slates become a critical issue.
Why do Ad Slates run?
Ad Slates can run for multiple operational and technical reasons:
- Server side ad transcoding: Server-side ad stitching systems need to transcode ad creative media files before they can construct a stitched stream. When an ad creative is seen by these systems for the first time, they kick off a transcoding process. Until transcoding completion, these systems will serve a configured ad slate instead of an ad.
- Ad Server delays/timeouts: Ad Servers may not be able to respond to a large number of simultaneous ad requests -- especially during LIVE events with a large number of concurrent viewers. Ad server timeouts and errors result in Ad Slater insertion.
- Programmatic demand: The primary Ad Server may auction the inventory to multiple programmatic demand sources, which may not result in a valid ad response. Even if there is a response, multiple wrappers might not allow the Ad Stitcher to unwrap and obtain the ad creative - resulting in an Ad Slate.
- Lack of relevant ads: Ad targeting rules (to personalize ads) or frequency caps may stop the Ad Server returning any valid ads, leading to an Ad Slate.
- More ad inventory than forecasted: Ads can be pre-sold based on ad impressions forecast. However, popular LIVE events may get more viewers than expected leading to a larger than expected ad inventory. After delivering the pre-sold number of impressions, an Ad Server may not serve any more ads leading to ad slates.
While there might be many more reasons for Ad Slates, it's critical for Ad Ops, Tech Ops and Product teams to quickly analyze and understand - during LIVE streams - large occurrence of Ad Slates. During LIVE stream, if the issue is quickly identified, Ad Ops & Tech Ops teams can take rapid corrective action. After the LIVE stream, the teams can investigate the root cause and put preventive measures in place to minimize future occurrences.
How to Monitor Ad Slates?
Conviva’s Ad Experience module (in the Ad Insights product), tracks Ad Slates (in real time) with two metrics:
- % Slate Duration: This metric (aggregated across video streams) measures the duration of Ad Slate play against planned duration of Ad plays.
Example: If LIVE streams were planned to play 90 seconds of ads during an ad break, but instead played 60 seconds of ads (two 30 second ads) and one 30 second Ad Slate, then this metric would report 33% (30 second ad slate / (30 second ad slate + 60 seconds of ads)).
- % Slate Plays: This metric (aggregated across video streams) measures the number of times an Ad Slate played against the planned number of Ad plays. Example: If LIVE streams planned to play 3 ads during an ad break, but instead played 2 ads and one Ad Slate, then this metric would report 33% (one ad slate / (one ad slate + two ads)).
These metrics are available in the Analysis, Real-Time & MetricLens dashboards.
MetricLens summary dashboard enables a user to track Ad Slates by Video Asset Name, Device, Geo, OS and other dimensions. A user can also choose to be alerted when Ad Slates duration and number crossed a percentage threshold; these alerts are available in the Real-Time dashboard and can be sent via email.
Our Ad Slates monitoring and alerting platform is a general solution not dependent on any specific SSAI system - as long as you configure Ad Slate reporting during your integration, our platform will report on it. We support Ad Slates monitoring on major SSAI systems like VDMS, Uplynk, Google DAI, and YoSpace.
In the coming quarters we plan to further enhance Ad Slate monitoring by adding details such as reason for Ad Slates. In addition, we'll soon be enhancing our AI Alerts to include Ad Slates.
Metric of the Month - Ended Plays
In video streaming ‘all good things come to an end’ is an ended play. The Ended Plays metric measures number of plays that ended during the selected interval. To count as an ended play, the viewing session within the interval must have at least one video frame that played. This metric counts only viewing sessions that played and ended.
There are three ways in which a session can end: gracefully ended with/without content completion, ended due to failure or forced termination (VPF), and ended due to a timeout since the last received heartbeat. Session timeout is determined by Conviva heuristics.
This metric shows the sum of the Ended Plays aggregated across the sessions with plays that ended in the selected time period.
Ended Plays is an 'Ended' type metric that is counted only in the interval in which the play ends. You can use the Ended Plays metric to monitor the number of viewers that exit a video or streaming event during different time periods and as a comparison metric to gauge overall viewer behavior. You can also view this metric in a distribution to analyze the impact of average bitrates, rebuffering ratio, and other metrics across ended plays.
From the viewer perspective, a watched video playback ends, either in response to viewer actions or as playback termination. A high number of Ended Plays prior to play completion is usually an indication of a drop-off in viewership due to either a lapse in viewer engagement or declines in overall player performance, such as increases in rebuffering, lower frame rates, or rendering issues.
Summaries and Correlation
For analysis, this metric is presented as a summary and time series, to display metric values as data points to baseline and highlight changes. For correlation, this metric is available in Custom Dashboards as a distribution of average bitrates, rebuffering ratios, average frame rates, and connection induced rebuffering ratios. These distributions can help you to understand the impacts of network and streaming performance that may be the cause of unexpected video play exits.
In addition, the Diagnostics page can be set to show a QoE metric, such as Average Bitrate, along with the Ended Plays metric and distribution to highlight the most common thresholds related to video exits.
You can use also MetricLens dimensions to filter this metric by metadata segments for enhanced root cause analysis. For example, limiting data to a specific ISP, video asset, or player dimension can highlight the source of changes in EndedPlays to a known provider, asset, or player type.
Visit the Metric Dictionary in the Pulse Help Center to learn more about Conviva's metrics.
In the 5 years since the Conviva Social Insights (formerly Delmondo) launch, we’ve made it our mission to provide the social analytics that matter most to premium publishers. As a result, the tools we’ve created are specifically designed to help publishers create better content, save time and drive revenue in the social ecosystem. We’ve also made it our mission to innovate by providing - nearly two years ago - the first cross-platform measurement solution to provide both analytics for Facebook Live and Instagram Stories.
We've now taken another leap forward and we are excited to announce that Conviva has been invited and accepted into Facebook’s new Media Measurement Partner program.
The Media Measurement Partner program is currently comprised of only 6 companies and designates Conviva as a world class, trusted third-party video measurement platform, endorsed by Facebook. We are extremely excited to be a part of this program since the partnership gives us the ability to further innovate our product and provide our clients with a richer set of competitive data than previously possible.
Please contact Conviva Support to request a demo that highlights the value Conviva Social Insights can bring to your organization.
We updated the following sensors: