Cedato Intent-Based In-stream Video Advertising Format

Jul 05, 2018

Cedato, a programmatic operating system for video, announced the launch of IntentView, a truly engagement-driven video unit. This new patent-pending in-stream video format says it provides marketers with a greater value from user-initiated impressions while publishers gain higher revenue for quality impressions.

The IntentView video format appears as a unique in-stream picture-in-picture overlay, engaging with the user in the form of a dynamic video thumbnail preview. Upon the user’s show of intent, the thumbnail expands into a full-view video ad with sound on, while the video content is paused. Thumbnails that are not engaged disappear after several seconds.

Thus far, Cedato says its customers have reported 50-90% lift in completion rates from IntentView when compared with standard video ads. The activation of each impression is based on the user’s show of intent thereby delivering more accurate and reliable engagement metrics. Adding to this the benefit of guaranteed viewability for all IntentView inventory, the end result is higher exposure for marketers as well as an improved viewing experience for users.

With IntentView, marketers only pay for user-initiated views. Not only do they benefit as their spend reflects user-initiated engagement, a better measurement of intent, they’re also gaining free brand exposure in premium content with users who do not initiate the ad. IntentView inventory can be accessed via all standard programmatic buying platforms using existing video creative.

For publishers, IntentView introduces a new source of revenue from video. IntentView can be easily integrated to run any in any video with any existing video infrastructure in minutes by adding a simple script.