“The Promote Sider” is a column written by the promote aspect of the digital media neighborhood.
Neglect the post-cookie future. For Dailymotion, user-based concentrating on is already a factor of the previous.
“We do little or no to no user-based concentrating on,” stated Hamza Kourimate, VP and world head of gross sales advertising and information options at Dailymotion. “Ninety-five % of the time, we’re utilizing contextual concentrating on.”
Kourimate spoke to AdExchanger on how the video platform is utilizing its first-party information trove to construct a contextual framework for video.
AdExchanger: Does Dailymotion take into account itself extra of a video platform or a writer?
HAMZA KOURIMATE: Dailymotion is a video platform powered by an in-house video participant. However we’re additionally a tech firm that gives that video participant to publishers.
Do you principally promote advertisements programmatically or direct?
We do each. We constructed our personal SSP. We used Freewheel, however we determined, for the sake of optimizing the provision path, it might be higher to have our personal SSP and to have extra management over our stock and our costs.
For direct gross sales, we’ve a group of greater than 50 sellers worldwide. We additionally promote PMPs [private marketplaces] and programmatic assured.
What’s Dailymotion’s strategy to contextual concentrating on?
Each video uploaded to our servers – on-site or from our companions – is algorithmically analyzed for content material body by body. We additionally transcribe the audio and run a textual evaluation. And we analyze the video’s metadata, like the outline and title. Every video will get related to a sequence of matters that may be utilized to the IAB’s content material taxonomy or different content material taxonomies, and we cross these classes within the bid request.
Our analysis wing analyzes cohorts of individuals partaking with sure content material and what different behaviors they exhibit. For instance, our latest research on World Cup viewing habits discovered individuals who watch soccer content material usually tend to watch political and residential and backyard content material. Knowledge like that helps us construct extra complicated contextual concentrating on.
Is Dailymotion’s advert income rising?
We’ve seen progress the previous two years. Our greatest progress space the previous three years isn’t video however show placements on Dailymotion.com offered by way of header bidding.
We focus solely on instream video and don’t do any outstream. We’re seeing alternatives from businesses driving budgets from outstream to in-stream, as a result of in-stream attracts extra person consideration and gives higher view-through charges (VTR) and viewability.
What are Dailymotion’s plans for weathering a potential recession?
H2 goes to be powerful, particularly after we had an incredible H1. However I used to be studying an IAB research on which industries are going to drive progress in H2, and it was primarily excessive tech, gaming and CPG. We focus loads on contextual concentrating on for the high-tech vertical. We’re engaged on a gaming research so we will provide purchasers a technique to focus on these audiences. And our second greatest shopper within the US is a CPG model.
Are you interested by consideration metrics?
When there’s a video advert enjoying, your eye is interested in the skip button. So interactivity is essential. When an individual interacts with a recreation mechanic in your pre-roll, you get extra of their consideration. Interactivity boosts incremental efficiency in video completion charge (VCR), advert memorization and model consciousness. Proper now, we’re operating assessments to know how customers behave once they see an advert on Dailymotion.com or our community of publishers.
What do you suppose of the present push for platforms to emulate TikTok’s vertical video format?
One of the best ways to optimize consideration metrics is by having a large video participant, [not vertical video]. We see a transparent relationship between having a big, broad participant and good efficiency.
We offer writer pointers on one of the simplest ways to embed our participant. And we see the identical degree of efficiency on websites that comply with our pointers as we see on Dailymotion.com. However for others who don’t adjust to our pointers, we see worse efficiency in comparison with broad participant integrations.
What’s your strategy to model security?
As a result of we don’t monetize UGC, we assure that advertisements is not going to run on movies that we’ve no understanding of or suggestions on.
Our participant is natively built-in with third-party companions like Moat, IAS and DoubleVerify. And we’ve a group that screens content material on Dailymotion.com and our community of publishers.
Is Dailymotion benefiting from a shift in advert spend away from linear TV towards streaming video?
We don’t have information on this for the US. However Dailymotion is a part of Vivendi, a French media group that additionally owns broadcasting community Canal+. Over the previous 12 months, Canal+ has seen a 30% improve in funding on digital, which means on related TV (CTV) and streaming, and a slight lower in linear TV. France is a fairly conservative media market, the place TV, print and radio are nonetheless sturdy and CTV is much less mature than it’s within the US. And even on this conservative market, we’re observing that pattern.
How is Dailymotion in CTV?
Our Dailymotion app is current on CTVs. We’ve some stock within the US. However CTV is just not our essential concern at present. We’re specializing in embedding our participant into extra publishers.
This interview has been edited and condensed.
