Gerard Roofing: Targeted Awareness Through Native, Display
We’ve had the pleasure of working with Hungarian roof manufacturers, Gerard, for many years. The work we do together is mostly focused on raising awareness for their products among untapped audiences through native, display and video advertising.
Challenge As a roofing manufacturer, Gerard’s target audience is broad and could apply to any homeowner but the timing of when you may make a purchase makes the audience niche, not everyone will be in the market for a new roof in the near future. We’ve been using display banners, native and video formats to raise awareness among users currently in the market for a new roof.
Solution Our team uses contextual targeting to reach out to untapped audiences through display banners. The list of publishers is typically pre-set and targets people aged 30-64 currently constructing or renovating their homes. A typical campaign gets well over 1m impressions through whitelisted premium publishers.
Results To us, client retention is the biggest proof of success and something we’re incredibly proud to say we’re smashing! We’ve been managing Gerard’s campaigns since we were just one year old (back in 2016), and look forward to many more years of collaboration together.
Check out our case studies from some of our other long-standing clients including Austrotherm.
CPCV stands for “Cost Per Completed View”. It is a relatively new type of advertising that has gained popularity over the past few years.
As marketers, we’re all pretty familiar with cost per click (or CPC) and cost per thousand impressions (CPM) pricing. But what about CPCV?
What is it? And why should you care? This article will answer these questions and more to help you understand what CPCVs are all about.
When considering whether to buy online ads, be it display, native or mobile, you need to familiarise yourself with the various pricing models that are available in the paid media ecosystem. Most likely, you’ll need to use a mix in your marketing strategy to maximise the ROI of your digital marketing.
Shameless Agency Plug If you’re an advertiser looking to get more completed views, more brand awareness and maximum impact with your marketing budget, reach out to our team. We run many CPCV programmatic campaigns for advertisers across the globe, helping our clients to purchase cost-effective video campaigns at the most competitive low CPVs in the industry globally!
Benefits of online video campaigns – Advertising – CPCV – Advant Technology
How does CPCV work?
In short, advertisers only get charged when the video creative is served to the target audience and watched by that target audience to 100% completion or 30 seconds, whichever comes first.
The advertiser must brief the agency with the following:
CPCV ads work differently via Google Ads. YouTube has many formats, but the only format where you pay for completed views is their TrueView Format.
What is a YouTube TrueView format?
Youtube Trueview Format – Programmatic Advertising 101 – Advant Technology
This is a skippable video format that allows viewers to choose whether or not they want to watch the whole video. This means advertisers only pay when someone watches the video creative in its entirety (or 30 seconds). The TrueView format is a type of in-stream format.
Why is CPCV pricing important?
Video spending continues to grow at an unmatched rate accounting for over projected to be $148,018 million, according to Statista. With numbers like this, it’s no wonder why marketers are keen on finding new ways to earn exposure whilst minimising the risk of paying on an impression basis, whereby you pay no matter the completion rate of your video.
Viewers are more likely to purchase a product after watching an online video campaign.
Video has the highest engagement rate out of any other type of ad format.
Video campaigns are more likely to result in higher brand awareness.
Advert recall is improved, especially when advertisements are paired with an image or text related to the product being advertised on screen.
Videos can be used to create a brand image or identify with an audience.
Video campaigns are an effective way to communicate complex messages, ideas or concepts.
You can track a video campaign’s performance with more accuracy than other forms of online advertising such as audio advertising.
As you can see, there are many reasons why you should be using CPCV video advertising in your marketing strategy. They provide a more engaging experience for the viewer.
What websites can I feature on?
Programmatic advertising allows you to buy across thousands of websites globally, anything from forbes.com to The Guardian to Vice News and everything in between. If you want to advertise on a specific domain/site, let us know, and we can cost this up for you.
Can I run on mobile apps?
Yes, especially in mobile gaming!
Can I buy CPCV ads in rewarded video advertising?
Yes!
CPCV ads are particularly prominent among rewarded video advertising, where you will also get an excellent share of voice of the mobile screen and excellent viewability.
Most rewarded ad campaigns offer the user some kind of reward for completing an action; sometimes, that action is watching a video to 100% completion.
How can I lower my CPCV?
To lower your CPV consider broadening the targeting or extending the time period. Consider adding more inventory to your mix, such as delivering across mobile desktop and also in-app and using a mix of in-stream and out-stream formats.
How do you calculate CPCV cost?
Total budget divided by the total number of completed views.
More Video Metrics to track:
Other Metrics: Should I care about viewability as well as completion rate?
Both are important metrics to look at.
Viewability measures how many impressions were served and displayed above the fold.
The definition of viewability can be found here: This becomes an issue if you’re paying based on views and your campaign is completely invisible because viewers didn’t scroll far enough down the page for it to load properly.
Completion rate takes into account whether or not your video creative was watched in its entirety, where viewability is whether the ad was seen or not. These metrics are important for brand awareness.
Viewable completion rate matters because both metrics are critical to tracking the quality.
Other Metrics: CTR Click Through Rate
Most clients usually have sales as their goal. They want a solid, but that doesn’t mean that success should only be clicks and traffic.
Video advertising can serve the purpose of increasing awareness which over time will help to increase the salience and therefore sales by nurturing audiences over the long term.
What is the average CPCV in rewarded video advertising?
$0.01 to $0.07 for mobile in-app inventory. This can be a very competitive rate for 100% in view and fully completed video ads, so you should consider using them as part of your video strategy.
Average Cost of CPCV Campaigns
Across open exchange inventory, expect to pay around $0.01 to $0.10. Note Advant Technology accepts payment in GBP, EURO and USD.
How does CPCV advertising compare to other models?
The CPCV model is not alone in the online advertising bubble, and they all have their own pros and cons. Let’s take a look at some other pricing models:
Where can I run CPCV campaigns?
We offer CPCV pricing to advertisers and agencies globally.
Cost-Per-Mille (CPM)
It is still used by most for video advertising, but paying for impressions on video advertising doesn’t guarantee the ad was viewed, only that it appeared, this is where optimisation towards completion rate is key.
Cost-Per-View (CPV)
It is another model which looks at ‘views’, but again, what counts as a ‘view’ is not set in stone. Generally, a CPV campaign will be priced on a video quartile such as:
25% completion
50% completion
75% completion
or the number of seconds
Of course, the advertiser can expect to pay less for a CPV campaign compared to a CPCV.
Cost-Per-Action (CPA)
Models are performance-based, meaning an advertiser would get charged only if action was taken after watching the video.
This action can vary from a specific download or purchase but mostly benefits performance marketers and isn’t great for building brand awareness.
Cost-Per-Second (cost per second)
CPS is a time-based model and variation of CPCV, with the cost rising per second viewed.
This still doesn’t guarantee a whole video has been watched but can be more bang for your buck than the impression-focused models.
CPCV Video Ads! Kick Charge Your Brand Awareness – Advant Technology
Wrapping it up!
The way we consume content has changed significantly, from mobile devices to social media, so many options make it hard to grab anyone’s attention anymore.
This is where CPCV comes in; CPCV advertising enables a guaranteed complete view.
There is no such thing as the perfect ad, so you need to test different pricing models until you find what works for your product/marketing goals.
A successful marketing campaign needs an arsenal of strategies: native, Facebook posts, tweets, prospecting, retargeting, performance, brand, search etc, the list goes on.
As mentioned earlier, CPCVs offer a more effective way of advertising compared to CPV because you pay only when the ad is viewed completely and successfully. Meaning you will get better value for your money by paying less on average per view or while still reaching your target audience effectively with relevant content.
So if you have a video and want to increase your brand awareness among your target audience, buying on a CPCV is the way forward. Reach out, and we can discuss setting up a campaign for you. Our CPCV campaigns start from around £1500 / 1800 Euros.
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Ever been reading an article on an editorial site and a video ad starts playing when you scroll over it? This is outstream advertising. As they tend to feel more natural in the environment they are displayed, they are also often referred to as native video ads.
Outstream Advertising – Advant Technology
What’s so great about outstream video advertising?
Capable of achieving 100% viewability
Considered less intrusive
People view outstream videos for 25% longer than in-stream ads
The flexibility makes it compatible with nearly any publisher
Increases click-through rates
Benefits of the Outstream Video Advertising – Advertising 101 – Advant Technology
What is outstream video advertising?
The word outstream means that this format doesn’t need existing video content to exist. The benefit of this is that publishers don’t need to host videos within their articles to display your ad, and this opens up for a much wider range of publishers to distribute your video ad across.
This ad format offers an engaging ad experience with minimal disruption. The video only plays when the ad is in view. By default, outstream videos are played without sound to cause minimal disruption, but users who wish to engage could opt in to hear the sound.
Outstream Video Advertising – Mockup – Advant Technology
The most common type of in-stream video advertising. As the name suggests, pre-rolls are ads that are played before an intended video starts and are a great option for brands looking to increase awareness, recollection and purchase consideration.
These ads are typically 15, 30 or 60 seconds long and can be both skippable and non-skippable. To create a successful pre-roll video campaign, it is vital that the first few seconds of the video are as attention-grabbing and engaging as possible. In that way, even if a user doesn’t watch the full ad, they’ll leave with a good impression of your brand.
The right targeting can help display these ads in the right context so that users are likely to engage with the ad.
Mid-roll
Mid-roll video ads play in the middle of a video and tend to be shorter than pre-rolls. As the users have already invested time in watching the video, abandonment rates tend to be lower compared to pre-rolls.
Completion rates tend to be higher for mid-rolls and they are therefore a good option for brands wanting their full ad to be viewed.
Post-roll
Post-roll video ads are the least used in-stream format and play at the end of a video. It may seem counterintuitive to play the ad after a video, but under the right circumstances and with the right strategy, this format can go a long way.
Users are more likely to click through to your page after watching an intended video. They’ve already consumed the video they wanted to watch in the first place, and are ready to jump to another page, so why not yours? For this reason, post-rolls are particularly beneficial when you’ve got a clear CTA.
Rewarded Video Advertising: A Win-Win for Users, Advertisers
Think you crushed your last candy? Think again. Ever played a game and ran out of lives and got angry birds at your friends for not sending you an extra life? What if we told you there’s an easy, fast and free way to keep on playing? Just watch a video ad and you’ll get rewarded with a new life…or access to premium content…or virtual currency. You can basically crush candy until the cows from Farmville come home.
This is what opt-in, or rewarded video advertising is about, and we’re all over it.
What is so great about rewarded advertising?
The power is with the user. Don’t feel like watching the ad? No problem (but you’ll have to wait a minimum of 30 mins to get a new life. And anyone who has played Candy Crush knows Candy Crush minutes are equal to about 300 real minutes)
How great is the brand who just helped you reach that new level? A lot better than your so-called friends who refuse to send you extra lives, that’s for sure.
It’s a win-win situation where both user and advertiser gets rewarded. In our case, as advertisers who play, it’s like the best thing ever.
The target audience is broader than you may think with the average mobile gamer aged 38 years and female
Still not convinced? These numbers talk for themselves:
A Facebook survey showed that nearly three in four gamers would happily watch in-game ads in order to enjoy free games
The average CTR (click-through rate) is 7.5 times higher than display ads
They can be 86% less expensive than video ads overall
52% of apps say that this type of video ads are the most lucrative type of in-game advertising
71% of players prefer watching in-game video ads than paying for an app
62% of players regularly choose to engage with rewarded video apps by choice
62% of apps saw user retention increase or maintain after the introduction of rewarded video ads
We’ve had great success with rewarded video advertising for many clients. Check out some of our customer success stories from Shore Projects and Activision Blizzard.
Ben Myers
Ben Myers, CEO of Advant Technology.
Programmatic advertising expert and all round digital strategist.
Globe trotter, food fanatic, cocktail maker, car crazy, that's Ben.
London born n bread, it was here where he gritted his teeth in the advertising world starting at Videojug.com and then moving onto Teads where he drove sales, publisher growth and ad operations.
A regular speaker at trade events around the globe.
Passionate about helping brands achieve their goals through digital advertising.
Rewarded Video: Shore Projects Expansion & 86K New Visitors
Shore Projects, a new online retailer creating beautiful and timeless watches inspired by the British seaside aimed to expand their audience base and experiment with new advertising formats. A combination of rewarded video advertising and native advertising generated nearly 2m impressions with a CTR of 8% and a completion rate of 90% on video. Additionally, Shore Projects increased its database by 86,000.
CHALLENGE
In the past, Shore Projects’ advertising efforts have been predominantly focused on social media (you may have come across some of their stunning designs on Instagram). Recently, Shore Projects have been struggling to reach out to new audiences and so had to find other ways of engaging with customers outside of Instagram.
SOLUTION
The main target for this campaign were millennials, looking for the latest trends and who have shown an interest in competitor brands and products.
Advant Technology came up with a mixed media channel strategy focusing on video advertising and native advertising to create awareness of the brand. Both these formats are highly effective in driving high volumes of traffic, which can then be remarketed to through other forms of media. The use of re-targeting helped us reach those who showed interest but didn’t finish a purchase.
The predominant format used was rewarded video advertising, it was up weighted due to its media effectiveness.
The social media buy was managed in-house by Shore Projects. We worked alongside their paid advertising team to support with new formats and leverage the skillset that we have. This helped add value where Shore Projects needed it most.
WHAT IS REWARDED VIDEO ADVERTISING?
Rewarded video advertising is a type of incentivised advertising that is most commonly used in mobile games or entertainment apps. In short, a user watches a video to get rewarded. We’ve seen huge successes using this format for clients such as Laureus World Sports Awards and Activision Blizzard.
You may have come across rewarded video ads on Spotify (where you can watch an ad to receive 30 minutes of uninterrupted music) or in a mobile game (where you can watch a video in order to get an extra life). We recently wrote this blog post on why we’re big fans of this format.
Rewarded video advertising can be highly effective and boasts some super impressive success rates:
71% of players prefer watching in-game video ads than paying for an app
62% of players regularly choose to engage with rewarded video apps by choice
62% of apps saw user retention increase or maintain after the introduction of rewarded video ads
52% of apps say that this type of video ads are the most lucrative type of in-game advertising
Contrary to popular belief users playing mobile games are not just Gen Z. Indeed, the average mobile gamer is female aged 38 years old. Rewarded video advertising has huge scale no matter the market you can be assured there are plenty of gamers and app users who are reaching to exchange their time and attention for watching video ads.
Interested in hearing more about rewarded video advertising? Speak to one of our team members who’d happily explain more.
RESULTS
1m impressions from video advertising
90% completion rate on videos
8% click-through rate (CTR)
86,000 new site visitors
9.7 million impressions on banners and native advertising during Black Friday and Christmas
WIN-WIN: REWARDED VIDEO ADVERTISING Rewarded Video Advertising: A Win-Win for Users, Advertisers Think you crushed your last candy? Think again.Ever played a game and ran
It was an honour for Advant Technology to assist the charity Shelter as part of their 2019 winter campaign. By distributing video ads across a specific list of premium news websites, we achieved viewability rates of 70%.
Challenge As the country’s leading housing and homelessness charity, Shelter is fighting to tackle homelessness throughout the year. During the cold winter months, the need for emergency housing becomes even more urgent, and with that, the need for charitable donations.
Solution
With the aim to maximise awareness and donations for the Shelter brand over the winter period, Advant Technology used a mixture of premium video placements across tier 1 and tier 2 sites focusing on brand video metrics and donations. Shelter also provided us a blacklist of sites, which we ensured we never appeared on.
The targeting methodology was focused around delivering these ads within a contextual environment across content relating to charity, donations, homelessness and topics relevant to women (as women are more likely to make charitable donations).
We utilized Integral Ad Sciences pre-bid fraud filtering to ensure impressions were brought against high-quality traffic on large player inventory.
Pixels were placed across the Shelter site allowing us to create lookalike audiences whilst still maintaining a strict whitelist.
Due to efficient media buying, we were able to buy impressions at a lower than expected rate, allowing us to give Shelter 15% back in added value, essentially 15% more impressions at no extra cost.
BENEFITS OF PROGRAMMATIC ADVERTISING Programmatic Advertising: Transparency, Real-Time Stats Benefits of the Programmatic Advertising – Advant Technology[/caption] Programmatic advertising has been for many years been
World of Warcraft, part of the Activision Blizzard Group with a turnover of $6.5bn, is a powerful force in the gaming industry. The role-play game has been around for many years and is constantly reinventing itself with new add-ons, but the brand is reaching saturation. Advant was commissioned to help reach new audiences outside of traditional communities using image and video assets.
OBJECTIVES
Increase brand awareness and drive qualified traffic
Deliver a positive Return on Ad Spend (ROAS)
Identify lookalike audiences that fit key Blizzard titles
Increase awareness for game launches and upgrades
Drive incremental growth from outside of the typical Google YouTube and Facebook ecosystem
CHALLENGE
Activision Blizzard, the company behind epic games such as Overwatch and Call of Duty, approached us with a brief to increase brand awareness and traffic for one their most famous brands: World of Warcraft.
The role-playing game has been around for many years and is a powerful force in the online gaming industry, however, despite efforts to constantly looking to reinvent itself with new and exciting add-ons, the brand is reaching saturation.
SOLUTION
As WOW had lots of content it made sense to use a media plan that could leverage that content. As with any brand awareness campaign when running video advertising we’re looking to ensure the following goals:
Brand safety
Completion rate
Viewability
CTR
With this in mind, we turned to in-app game advertising, more specifically, rewarded video advertising. Rewarded video advertising can be hugely successful, and we recently also used it as part of Shore Projects‘ media strategy. We also wrote a blog post about it here.
One of the main benefits of this type of advertising is that we can deliver very high completion rates (the average is as high as 95%). On top of this, videos are 100% in view with 100% share of voice AND yields CTRs in the region of 4% on average. Basically the holy grail of video metrics!
The CPMs are much lower than VOD platforms so naturally this made huge sense and would give Blizzard excellent awareness for their marketing investment.
STRATEGY
The implementation of the campaign included an effective full-funnel retargeting solution that allowed Blizzard to own the data.
Our team then negotiated the best contracts on behalf of Blizzard for media buying and ad-serving and drove re-engagement via sophisticated retargeting strategies, taking into consideration upper funnel behavioural signals and factoring in recency windows from an initial site visit.
RESULTS
8.6% Click-through rate vs a YouTube average of 0.33% CTR vs a pre-roll industry average CTR of 0.59%
98% Audible and viewable on complete (AVOC) vs the industry for pre-roll which is just 22.5%
TESTIMONIAL
Advant Technology worked with paid and organic search specialist SEM International who managed the client relationship from their HQ in California where Blizzard is also based. Here’s what CEO Michael Bonfils had to say:
“Advant Technology continues to be our programmatic advertising partner of choice because of the results they deliver. I don’t know another agency that can deliver 98% audible and viewable on completion and with a CTR of 8.6%. The campaign was a great success and helped deliver a big sales boost for Blizzard and their title World of Warcraft”
USP
What made Advant succeed with this campaign was to look outside the box and find a gaming audience that gave the biggest ROI. Advant looked at a range of channels but knew that in-game rewarded video advertising would be both highly targeted but also deliver high reach with moderate investment levels.
It’s this type of thinking that sets us apart from you’re your average agency who would probably have just whacked the budget on Facebook or Google without too much thought of going further than the norm.
WIN-WIN: REWARDED VIDEO ADVERTISING Rewarded Video Advertising: A Win-Win for Users, Advertisers Think you crushed your last candy? Think again.Ever played a game and ran
MARKET: various countries including the UK, Spain, Ireland, Germany and China
SERVICES: Facebook video advertising
Laureus Sports Awards: Celebrating excellence in sports
We’ve had the honour to work with prestigious sports awards brand Laureus on various campaigns over the years. This time, they were looking to generate Facebook likes and increase the exposure of their virtual awards ceremony; Real Heroes. To generate Facebook likes, we built a widget that allowed users to like their page straight from video advertising and hence streamlining the user journey. For the exposure of the campaign, we fine-tuned our targeting and achieved a CTR of 10%.
CHALLENGE
Laureus was looking to increase awareness of their upcoming live event, Real Heroes. They also wanted to increase their number of Facebook fans by reaching new, highly relevant audiences.
SOLUTION
To maximise exposure of the upcoming event, our team focused on getting the targeting absolutely right in order to achieve the best CTR.
We had to think cleverly about reaching these audiences through a scalable medium available in various countries where people have the mindset to consume similar content, and what would be better than Facebook at achieving this?
As we’ve seen huge successes using rewarded video advertising in the past (most recently for Blizzard Activision and Shore Projects) we decided to go with this format. The video ads were played in contextual football games and to a highly relevant audience.
To help increase the Facebook fan base, we wanted to maximise the ROI for the client by streamlining the customer journey. To achieve this, we built a like button underneath the video player. This allowed users to like the page straight from where they consume the branded content, rather than having to first go to the Facebook fan page and then click the like button, which would have resulted in a longer user journey, higher drop off and ultimately higher cost per result.
RESULTS
We achieved 71,000 views from our Facebook video player ad with a 10% CTR (compared to average at less than 1% and 1,000 higher engagement than a display banner)
The video drove 15% of all traffic on the site, making it the 3rd largest source of traffic, resulting in nearly 20,500 likes
We increased the brand’s fan base for £0.30/like (compared to the average cost of $1.50-$2) maximising the ROI for the client
We’ve had the pleasure of working with Hungarian roof manufacturers, Gerard, for many years. The work we do together is mostly focused on raising awareness for their products among untapped audiences through native, display and video advertising.
Challenge
As a roofing manufacturer, Gerard’s target audience is broad and could apply to any homeowner but the timing of when you may make a purchase makes the audience niche, not everyone will be in the market for a new roof in the near future. We’ve been using display banners, native and video formats to raise awareness among users currently in the market for a new roof.
Solution
Our team uses contextual targeting to reach out to untapped audiences through display banners. The list of publishers is typically pre-set and targets people aged 30-64 currently constructing or renovating their homes. A typical campaign gets well over 1m impressions through whitelisted premium publishers.
Results To us, client retention is the biggest proof of success and something we’re incredibly proud to say we’re smashing! We’ve been managing Gerard’s campaigns since we were just one year old (back in 2016), and look forward to many more years of collaboration together.
Check out our case studies from some of our other long-standing clients including Austrotherm.
We’ve been running native, display and programmatic video ads for insulation-pioneers, Austrotherm, for many years.
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In-Stream Video Advertising – Programmatic Advertising – Advant Technology
