NEW YORK, March 23, 2016 /PRNewswire/ -- Mediabong, a global video advertising platform, today announced the launch of its video re-targeting tool that is based on actual user attention and interest levels. The release of this feature comes on the back of Mediabong's patented Syncroll platform which was also released earlier this year, the only video advertising platform that guarantees 100% attention and viewability standard.
The re-targeting feature works dynamically in real-time by gauging user interest and calculating the attention coefficient level. This then triggers different scenarios that correspond to the brands objectives and user behavior towards the video advertisement.
Re-targeting is a common technique employed by e-commerce properties that target advertisements to users who have visited a site or were about to purchase a product.
Deploying this across a video ecosystem however is challenging, and given that the majority of video advertisements are not user initiated it becomes complex to understand a user's actual interest level. Thus, on most occasions, each user would essentially be treated in the same manner - seeing the same advertisement all the time. This is a growing pain for users and has essentially resulted in the widespread adoption of ad blockers, which Mediabong aims to resolve.
Laurent Bury, CEO of Mediabong says, "This feature allows brands to get granular in their video campaign initiatives. From a backend perspective, different user scenarios can be managed and deployed seamlessly." Bury adds, "The strength of our interest coefficient relies upon a combination of fifteen different data sets, and not just on high completion or viewability rates."
Priyesh Patel, COO adds, "As soon as you know that a user has shown interest in your product, you should be able to interact with them in a variety of ways, and in turn create a personalized experience. Our experience is more of an opt-in type as opposed to forced viewing which allows us to better understand our users and provide an overall better user journey, but at the same adding unique value to the brand."
The re-targeting solution launched earlier this year and resulted in an average increase in 71% on all the major key performance indicators.
Founded in 2011, headquartered in Paris with offices in New York and London, Mediabong is the pioneer and inventor of actual video attention through its patented Syncroll video platform.
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