Optimizing Ad Fill Rate: A Guide to Boosting Video Ad Performance
Understanding and optimizing your ad fill rate is crucial for maximizing video ad revenue.
Here’s a guide to help you enhance your ad fill rate.
Ad Fill Rate Defined:
Ad fill rate is calculated as the number of ads served divided by the total number of ads requested (x100). For instance, if your videos generate 100 ad requests and only 50 ads are served, your ad fill rate would be 50%.
Balancing Supply and Demand:
Ad fill rate is like a weighted scale balancing demand (advertisers with a budget) and supply (publishers with ad space). Due to an imbalance in supply and demand, it’s essential to optimize your ad fill rate strategy.
Identifying Low Fill Rate Causes:
Common causes for low ad fill rates include technical issues, ad placement issues, insufficient ad networks, and high CPM floors. Keep in mind that a higher ad fill rate doesn’t always result in more revenue; finding the right balance is key.
Six Steps to Increase Ad Fill Rate:
Create Quality Targeted Content:
Ensure your content is targeted to a specific industry or demographic and engaging enough to keep users interested. Monitor engagement metrics such as play rate, completion rate, average percentage watched, and overall watch time.
Test Different Ad Networks and Exchanges:
Expand your pool of advertisers by joining multiple ad networks and exchanges. This diversification offers a fallback option in case an ad network fails to serve an ad. More demand you have, the better fill rates you will get.
Develop Custom Ad Schedules and Better Ad Inventories:
Maximize your ad fill rate by creating custom ad schedules. Focus on optimizing ad revenue by considering the ad fill rate and the total number of ad units available.
Adjust Timeout Based on Provider:
Troubleshoot technical issues and check error codes; like timeouts by adjusting the timeout setting to accommodate complex ad setups and slower-loading pages.
Minimize Loading Latency:
Reduce loading latency by removing unnecessary scripts, plugins, or redirects, and adjusting IMA SDK settings if possible.
Analyse Your Ad Performance:
Use video ad analytics provided by hosting platforms to track fill rate trends, identify common errors, and gauge overall ad performance.
Conclusion:
Ad fill rate is a key metric for evaluating video ad performance. When monitored alongside other ad analytics, it can help identify ways to increase total video ad revenue. MonetizeGo help businesses boost their video ad fill rate and optimize their video content investment. Contact us to connect more demand to your supply and increase your ad fill rates.