Sweet Streams

Seven years ago, SeenThis revolutionized video campaign delivery within the advertising industry, shifting away from the traditional VAST system that required integration with a publisher’s player. This older method dominated by a few major players often led to exorbitant costs, forcing many mainstream advertisers to blend static ads with video ads to achieve a cost-effective eCPM appealing to larger brands.

The drawbacks of VAST, including buffering and empty ad slots due to connectivity issues, meant advertisers paid a high price for a less-than-ideal viewer experience. In contrast, static display ads have always been more accessible, allowing for straightforward and quick ad runs with minimal setup—just upload creatives to a platform or directly to a media partner, generate tags, and launch campaigns via a DSP or sell-side partner.

At SeenThis, we recognized a significant opportunity to streamline this process further. Why should brands and agencies not apply the considerable investments made in display advertising—such as ID solutions for targeting, established media partnerships, and years of data insights—to enhance their video campaigns?

Over the past seven years, we’ve engaged forward-thinking brands to adopt our streamlined video solutions. Now, as we approach the latter half of 2024, a substantial number of agencies and their brands use our services. We’re helping build global marketplaces, enhancing performance and sustainability products, and amplifying TV and CTV campaigns with video-in-display features, leading to more efficient and impactful advertising.

Also, we’re observing a shift in social media campaigns from the walled-garden platforms to the open web and mobile apps, motivated by cost efficiencies and better performance metrics for 3-6 second videos compared to the 15-30 second video clips traditionally favored on social platforms.

Our teams across the globe continue to advocate for the use of streamed video whenever possible, simplifying the integration of streaming technology into existing advertising strategies. This approach not only enhances engagement but also ensures efficient data usage.

I’m looking forward to visiting the US later this year to work closely with our American teams and discuss how we can further support your campaigns. Let’s explore how video streaming can invigorate your advertising efforts, leaving behind the less engaging static banners for more dynamic and engaging video content.

Also published in:  Martech360