Broadpeak Click2 – interactive advertising brought to Streaming
BaM Award® – Monetize
In the evolving video streaming market, targeted advertising has become a critical component for monetization of OTT streaming services. As the demand for more engaging and effective advertising solutions grows, Click2, Broadpeak’s unique new interactive advertising feature, offers a unique proposition that caters to the needs of advertisers, video service providers, and viewers alike. Click2 opens a new type of ad inventory for video streaming service providers, helping them increase viewer engagement, boost monetization opportunities, and stay ahead of competitors.
The feature enables viewers to interact with ads as they consume video content via streaming, boosting their engagement with the content they watch — and their overall experience with that particular service provider. Click2 allows viewers to click on banner ads within the video ad stream, which then sends them a notification on their phone or other mobile device with information about the product featured in the ad and an opportunity to purchase it. This provides a premium user experience, as viewers can continue to watch video content while simultaneously looking at branded products on their companion device. This is crucial for customer retention, as irrelevant or disruptive ads can take away from the content end users are trying to watch, causing them to cancel subscriptions or turn to a platform’s competitor.
The solution is a win-win for end users, advertisers and video service providers, as it opens up a way to measure conversion in a Connected TV world. The technology is compatible with streaming TV devices, including CTV and SmartTV, and is based on the IAB SIMID standard. This ensures broad compatibility and adherence to industry standards, facilitating easier adoption.
By creating clickable video streaming ads, Click2 guarantees that advertisers will receive engagement from end users, without any work needed from their side; video service providers can simply leverage existing standard instream ads to generate interactive ads. This also allows video service providers to start charging for ads per click, instead of or on top of per impression. In addition, Click2 provides advertisers with performance indicators about ads, not just impressions, thus helping them increase the value of targeted advertising; they can review the ads they are putting out and make sure they’re targeting audiences with the best, most relevant options.
Click2 is a feature of Broadpeak’s Dynamic Ad Insertion solution, available as a service on the company’s SaaS platform broadpeak.io.
In choosing Click2 as the Monetize BaM Award® winner, the judges said: “An innovative application that drives viewers into a more shoppable experience…there is huge room for growth in this area… more intuitive, faster and easier to interact with and incorporating not only advertising products but potentially recognizing product placement. This is an interesting evolution in the interactive advertising arena.”
