October 21, 2014 / by Lina
Back in 1998 the Sega Dreamcast launched with the line of ‘up to six billion players‘ – meaning, access to the world’s population at the time. By 2011, this had hit seven billion. According to Wikipedia, we’re going to hit eight billion in 2026. But right now, at the tail end of 2014 however, LoopMe can reach just over one in seven of us – that is, LoopMe can reach over one billion unique users globally, with full-screen ads on mobile devices that support rich-media and video HTML5 formats.
This is no mean feat. We have achieved it by integrating via Real-time Bidding (RTB) with major mobile ad exchanges and large direct publisher integrations. This programmatic route gives advertisers access to massive scale for mobile video, with numbers comparable to TV size audiences. Suddenly TV’s major gambit – reach via video – is no longer exclusive. We do it too.
The main reason mobile video ad delivery is limited in scope is that the Internet Advertising Bureau (IAB)’s Video Ad-Serving Template (VAST) standard, created specifically to enable video advertising, lacks wide-scale adoption. More to the point, it lacks adoption across ad exchanges that enable bidding – buying and selling – of mobile advertising inventory on mobile sites and apps. This means that volumes available to mobile video fall short of the audiences commanded by formats such as TV.
Enter HTML5. With HTML5 smartphone penetration now running at approximately 2 billion devices worldwide, HTML5 solves this problem because it is an open standard, so it enables video and rich media in any full-screen ad space, via any ad exchange. This is why today, LoopMe can reach one billion users. The open format means the greatest reach across an already installed user base. VAST is good, but VAST plus HTML5 is far better.
For advertisers, as well as reach there are additional benefits to the HTML5 approach. For example, it provides creative flexibility for brands to align their integrated marketing communications campaigns by supporting features such as call-to-action end cards that appear once a video has completed.
Advertisers also benefit from the richer data environment of RTB. Bid requests typically pass more data from apps and sites than ad networks and direct publishers, including demographic and location latitude and longitude coordinates. This richer data environment is a key consideration for advertisers when thinking about how to scale up so that they can be everywhere, but zero in so that they find the right inventory.
The programmatic route also enables much improved transparency to support brand safety. Again, it’s the data that enables us to do this, through measures such as black- and white-listing to restrict which publications are acceptable; private exchanges that facilitate exclusive agreements between advertisers and publishers; and RTB content categories that zero in on specific types of publishers.
If you’re interested in reaching the widest audience with the best-performing format with accurate targeting – that is, buying mobile video programmatically – then get in touch with out LoopMe sales team on sales[at]loopmemedia[dot]com.