Why Watching That

Why Watching That 2018-07-10T06:07:38+00:00

Empower all your teams with
a ‘single source of truth’ for video analytics

One of the biggest challenges video publishers face is implementing a single centralised view of video analytics and data that everybody agrees on. The day-to-day for Ad Ops, Sales, Product and Editorial teams is filled with inefficiencies, spreadsheet overload, errors and data discrepancies. Often just accepted as standard operating procedure, this issue inevitably leads to critical issues that directly affect the bottom line.

Watching That solves this through a simple video player plugin and best-in-class user interface that blends all video content and advertising performance data.  We help video content publishers drive the highest possible fill rates, CPMs, content views and engagement.

Grow video revenue by increasing fill rates

Fill rate is the single most important indicator of success or failure for ad-funded video content. Without constant measurement across key segments such as geography and device, publishers will leave money on the table. On a granular level, fill rate exposes both problems and opportunities. It acts as an initial call to action for teams to investigate the root causes of errors.

Watching That dynamically calculates fill rate in real time, over any selected period. It offers highly granular multi-dimensional filtering on all video analytics, including location, device type, domain, advertiser, player, and browser.

‘Deep dive’ into
all your video errors

For Ad Ops and Dev teams, video errors are extremely difficult to solve. Whether they are player, page or external ad serving errors, visualising granular data is essential to direct remedial actions. Standard error reports generated in DFP will not often point to an obvious cause. More often than not they will generalise and group error types, particularly player errors. You need to know what you are looking for before you discover it.

Watching That enables ‘deep dive’ error analysis over time, with the ability to apply highly-granular filters and segmentation. The interface will alert you to when errors are spiking. It will expose problems immediately before revenue is significantly impacted.

Monitor all your video demand sources

Do you lack visibility on the performance of demand sources? Many publishers rely on external sources for reporting, and trust them to maximise fill on opportunities. They are essentially flying blind when it comes to demand sources. DFP and other ad servers provide only high level 3rd party ad serving data. With limited visibility publishers aren’t able to confidently optimised or prioritise both demand sources and direct campaigns.

Watching That offers an independent view, adding the ability to apply single or multiple advertiser filters across all of our report types. Measure fill rate, ad requests, errors and even ad viewability through a single interface.

Keep tabs on your video inventory quality

Inventory quality is a major factor in determining the CPMs publishers are able to charge and the demand they attract. Having a consistent method to measure and report on viewability, view-through rates, creative sizes and time to serve, is critical. This data will build the case for you when developing your market proposition to present to advertisers.

Watching That displays inventory quality scores consistent with industry body definitions, and with the ability to segment for specific markets.

Slice and dice
content performance data

Content teams often work in isolation from Sales and Ad Ops, employing different tools and methods to measure success. Video content performance analysis has traditionally been viewed as a singular task. However to optimise both UX and revenue, video analytics should be viewed in combination with ad performance data. Content teams need to understand how content performance affects ad performance and vice versa.

Watching That captures all available content events through one player plugin. We ingest content performance and metadata via platform APIs such as Brightcove. This data is then merged with ad serving event data to create a unique and holistic view of the AVOD user experience.

Maximize CPM’s and fill
through video header bidding

Four key objectives every AVOD publisher should be aiming to achieve are:

  • An optimised user experience
  • Maximum inventory CPMs
  • Highest possible demand and fill rate
  • Retention of visibility and control of video adverting

These four objectives are the same four key objectives of video header bidding.

Watching That offers video header bidding powered by Prebid open source code. It is implemented using the Watching That player plugin plus a single line of code on the page. Once implemented, header bidding can be managed and monitored through the Watching That interface. Get in touch to learn more.