BARCELONA, Spain—Ad creator/placer ExoClick has introduced a CPM payment model for its popular in-stream video ad format. This allows advertisers to bid on CPM and Smart CPM in addition to CPV and CPC.
For advertisers who need clarification of each payment model for ExoClick’s in-stream format, here is some explanation:
CPM (cost per mille)—Suitable for all campaigns with a high CTR and View rate, giving the advertiser more bidding control over the final eCPM, this is recommended to secure first impressions and stay ahead of the competition. Additionally, advertisers can buy in-stream on Smart CPM, allowing optimization of their bids on a second bid auction. Advertisers can contact their account manager to book traffic on a flat fee deal with the CPM model.
CPV (cost per view)—Suitable for campaigns having a very high CTR but a low-to-mid view rate. Here the advertiser sets the CPV between 0.001 and 0.10 cents ($), the video view is triggered when 10 seconds of the video ad has been displayed to a user at normal speed. Note, when a campaign is set on CPV, the advertiser is not charged for clicks, or for video impressions that are less than 10 seconds in duration.
CPC (cost per click)—Suitable for campaigns having a very high view rate but a low-to-mid CTR. The advertiser is charged when the visitor clicks on the in-stream video ad.
The format is available on pre-, mid- and post-video and currently ExoClick has 665 websites on its network using the in-stream video ad zones, with some of adult’s biggest tube sites being exclusive to ExoClick, including Bubbaporn, Perfectgirls and PornTube.
ExoClick recently released some network stats regarding the in-stream video format for Q1 this year. Such insights included:
Devices and in-stream
44% of in-stream impressions are served on desktop, 46% on mobile and 10% on tablets. Interestingly, 75% of tablet impressions were on iPad, with tablets being used mainly to watch video content. It seems advertisers are targeting what are considered to be the more affluent Apple users. On the smartphone side, iPhone impressions showed 48% of mobile impressions for in-stream with 52% on Android.
Verticals and in-stream
On ExoClick’s network, games were the leading vertical for this ad format also, at 37.5%, followed by live cams at 27.5%, VoD/membership sites 19.5% and dating at 15.5%.
ExoClick's CEO and founder Benjamin Fonzé commented, "ExoClick was the first ad network to introduce the in-stream video format to the adult industry back in May, 2017 and we have seen rapid growth for this format. We have really opened up the whole industry to the video advertising concept. 95% of content in adult is video so it makes perfect sense for advertisers to take advantage of this format by producing their own video ads. Video ads offer a huge advantage for advertisers to tell their story and engage users in order to drive clicks to their offers."
