News Corp Australia has launched a cost-per-completed-view (CPCV) programmatic solution for video, in a further bid to take back advertising dollars from digital platforms.
The model, touted as a first in Australia, was developed with video management platform Telaria.
It uses real-time bidding and allows video inventory to be traded via a client’s demand-side platform.
“This capability demonstrates to clients the effectiveness of our video solutions through performance-based buying metrics,” says Jason Denny, general manager of commercial operations at News Corp Australia.
“Our solution with Telaria provides our advertising partners with something the walled gardens of the digital platforms cannot - an efficient trading solution with independently verifiable performance measurement in a premium, trusted and brand-safe environment.”
The media company says that as marketers increasingly invest in programmatic video, measurement criteria for the format will mature from viewability and completion rate benchmarks to performance-based models.
“For the programmatic video industry to mature, the availability of performance-based metrics from which advertisers can plan and measure their campaigns is a necessity,” says James Young, general manager at Telaria Australia.
“The ability to offer CPCV measurement will allow publishers to be more flexible with their offerings and further optimise yield for their premium inventory.”
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