As online video consumption continues to grow, there is pressure on advertisers to engage with consumers on a specific platform. User generated content (UGC) has exploded in recent years and social media has traditionally been the go-to for advertisers looking for scale for their video campaigns.
However, thinking about video as medium and focusing on quality content in which an ad is placed, rather than just the platform, can deliver significantly improved results for advertisers.
PubMatic ran test campaigns comparing the effectiveness of premium online video available on the open web versus delivered by a leading global UGC platform. All other campaign parameters were identical.
Premium online video significantly outperformed the UGC platform in all key metrics:
- Average effective cost-per-mille (eCPM)
- Average viewable eCPM
- Average effective cost-per-completed-view (eCPCV)
- Video completion rate (VCR)