CTV和FAST的情境广告提高了cpm的标准
挑战在于 快速的广告 is how to serve appropriate ads when limited first-party data about the consumer is available. 上下文广告 能否提供目标定位 未追踪FAST观众 添加一个场景一个场景的细节，确切地说，是什么观众正在观看.
“如果你是发行商，你就没有任何信息. Hence, they struggle with the fill rate and CPMs,” says Raghu Kodige, founder and CEO at Anoki这是一家专门从事人工智能背景CTV广告的公司. “任何拥有更多数据的人都能够填补并收取更多费用. 这是你通常会从三星和Roku的世界听到的, 有时谁的需求大于供给, 因为他们有数据.”
一幕的细节
“The early versions of contextual in video was taking the audio [from video] and converting it into text, 然后在文本中寻找关键字,Kodige说. Now they do multimodal analysis of the content, audio, video, and closed captioning. “我们生成元数据，说明我们如何描述特定场景. There can be multiple outputs from that: not just ‘this is a bar scene’ but ‘this is a bar scene set in Boston.也可能是海滩的场景, 元数据说, 这是一对夫妇坐在一起的海滩场景.“这会产生很多数据. We store that in embeddings [how AI companies store vast amounts of data] so that you can stitch that back together depending on what the query is.”
“As content is being streamed to the end user, we can generate additional metadata. Then going into an ad break, we can look up, ‘What was the scene that the user just saw?，并利用这些额外的信息, 无论是投标请求还是私人市场,Kodige说. 这种场景级数据创造了更有针对性和更有价值的CPM.
This newer technology is also 非常有吸引力 for agencies because it allows them to place ads in the right context and be also privacy-safe. “你没有收集任何关于用户的信息. So, 当我们进入这个没有饼干的地方, 更加以隐私为中心的世界, 这个解决方案变得非常, 非常有吸引力,他说.
元数据提高cpm
Anoki宣布 与Amagi合作 八月初. Anoki的 ContextIQ platform generates contextual scene-level metadata on select content served by Amagi using multi-model generative AI that goes much beyond genres and text analysis. 这确保了高度相关的广告位置.
FAST广告领域的cpm会因内容质量而波动, 受众人口统计, 广告格式, 和竞争,詹姆斯·史密斯说。, 执行副总裁 & GM, ADS + at Amagi. “一般, CPMs tend to be higher than traditional linear TV due to the targeted nature of 快速的广告 and the premium audience it attracts. 我们已经观察到cpm稳步上升的趋势 FAST生态系统成熟. The promise of CTV was always based on the opportunity to reach the most qualified audiences for your ads,他解释道. “广告商越来越多地利用颗粒数据来接触特定的受众, 提高活动成效.”
“我们开始做自己的应用, 但一旦我们有了服务上的数据, (我们意识到)同样的渠道也会被分发到其他平台,Kodige说. “所以我们开始与Amagi等内容合作伙伴和平台合作, 我们可以在哪里添加上下文数据.”
改进ACR
以前只有硬件公司(Roku、三星、LG、Vizio等).)可以使用 自动内容识别 对线性观看做更好的广告匹配定位. “ACR仅适用于制造商, and that's why all the content partners struggle with targeting because they don't have access to that,Kodige说. “如果你是提供内容的广播公司或工作室，你就没有访问权限.”
They also work directly with content partners to allow their sales team to sell their share of inventory. “It doesn't have to be only through Amagi; it could be a partner that is coming in through different system, 比如Frequency或者其他供应商,Kodige说.
虽然将内容与广告相匹配似乎是一个常见的用例, 他们还可以将广告与内容相匹配. “Someone can upload one of their creatives and then we can analyze the creative and come back with, “这些都是非常适合这种创意的场景,’”Kodige说.
情境广告的CPM水平还能提高多少? Kodige说道:“我认为CPM能够提升8至10美元. They have started offering this in the US and are expanding to Australia and Western Europe later this year. This kind of contextual targeting has the ability to raise the bar on ad inventory targeting and prices, 这正是这个行业所需要的.
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