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There’s an industry myth that many publishers find hard to shake - “you have to choose between revenue and viewer satisfaction.”
Consider this myth busted. Publishers don’t need to choose. It’s possible to have revenue growth and increase viewer satisfaction at the same time - on the same content!
The answer is not to throw more interruptive ads on the screen. In fact, ad loads can stay the same, while audience attention increases.
The solution is in-content ad placements. This unskippable ad format respects viewer experience while opening up new revenue opportunities for publishers without increasing ad load.
Monetize 3X While Keeping Ad Loads Steady
Publishers are constantly battling short term revenue goals with long term business health. On one hand, they need to sell more ads this month to make their numbers. If content is sold out, especially on premium content, the answer is often to carve out more space for ads. This approach can open up new inventory for the sales team, giving the company a quick hit of added revenue.
On the other hand, adding higher ad loads hurts the viewer experience, which can create a drag on long term viewer satisfaction. Ultimately, too many ads will reduce loyal, engaged audiences, creating a long term decline in performance.
This scenario often becomes a vicious cycle, where sales opens up ever more ad slots on content with ever-declining audience engagement.
Consider this vicious cycle a thing of the past.
With in-content advertising, the opposite cycle begins now. Publishers can add in-content advertising to their portfolio, and charge premium prices for placements that don’t hurt ad load and don’t interrupt viewers. Content becomes more profitable, viewers are happier and finally - short term revenue goals align with long term business health.
This monetization is special because it’s sustainable and scalable! We see publishers that leverage in-content advertising monetize at levels 3x higher than when they started.
In-content placements: the format that respects both sides of the equation
In-content advertising is a complementary ad placement that can be woven seamlessly into video content. There are two major types of in-content placements:
- Product placements: The incorporation of a brand’s product into a specific scene, such as a cereal box on a kitchen table.
- Messaging and signage: An ad message that’s integrated into a scene to look like a billboard, poster, sign or other relevant advertisement.
These two placements open up infinite possibilities for publishers. Brands work with Rembrand’s AI technology to place ads seamlessly into pre-existing content - it’s easy and highly scalable process for publishers.
The viewer perspective: Product and messaging placements become part of the viewer experience, just like traditional product placements that used to require planning and negotiations before the content was created. This well established advertising approach doesn’t interrupt, and delivers higher attention and recall.
The publishers perspective: In-content placements from Rembrand give publishers a premium product to offer brands high performance. There’s no drag on ad-load and preexisting ad placements are unaffected. In fact, selling ad slots in combination with in-content placements enhances performance even further.
The results speak for themselves:
- 47% increase in awareness - Rembrand used CreatorDNA(™) and its Spatially-Aware AI(™) to create and launch a bespoke channel of creators with a mix of posters and 3D assets.
- 22% improvement in brand recall - A beauty brand used AI-powered in-scene media placements, embedding digital branding and product visuals seamlessly into high engagement beauty and lifestyle video content.
- 7% increase in awareness - Rembrand strategically inserted the healthcare brand’s products into diverse video content, utilizing AI-generated 3D media placements.
Traditional ad pods are becoming obsolete
In a linear world, the only way to incorporate advertising at scale is to add spots for more commercials. In the pressure to deliver higher revenue, over time, cable and linear broadcasters devote nearly one third of air time to commercials. Many streamers have also added more commercials over time, even though many are on a subscription model. Despite the prevalence of commercials, it’s well known that viewers go out of their way to avoid them.
All of these premium media companies know they are dealing with a finite set of viewers who only have a certain number of hours in the day to view content. In order to grow, they can either increase the number of ads per viewer, or increase the value that can be gained from the content that a viewer sees.
Rembrand helps media companies deliver revenue that increases value. In-content advertising provides infinite placement potential for media companies without reducing viewer experience. Instead of taking away content time from a viewer, they can add in-content placements that deliver seamless advertising opportunities. This math makes in-content advertising significantly more scalable.
In-content monetization is an audience enhancement
The good news for publishers is that in-content advertising is a win-win. Finally, a new advertising opportunity that actually improves audience experiences. Publishers can seamlessly insert products and messaging into content while preserving audience attention. Over time, this can help publishers reduce the ad load from commercials and banners as in-content advertising becomes a larger percentage of the overall monetization strategy.
Not only has the myth been busted, it’s been turned upside-down. It’s time to deliver higher viewer value and increase monetization opportunities with in-content advertising.
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