BARCELONA – Advertising network ExoClick announced today the introduction of a CPM (cost per mille) payment model for its in-stream video ad format, enabling advertisers to bid on CPM and “Smart CPM” in addition to a CPV (cost per view) and CPC (cost per click) basis.
“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,” said Benjamin Fonzé, CEO and founder of ExoClick. “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.”
In a statement announcing the addition of the CPM model, ExoClick offered a brief explanation of each option.
The company said CPM is a method “suitable for all for all campaigns with a high CTR (click-through rate) and view rate giving the advertiser more bidding control over the final eCPM,” making the CPM approach the recommended method 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,” ExoClick added in its statement. “Advertisers can contact their account manager to book traffic on a flat fee deal with the CPM model.”
The CPV method is advised for “campaigns having a very high CTR but a low to mid view rate,” ExoClick explained.
“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,” the explanation continued. “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.”
The CPC approach, meanwhile, is a good fit for ad campaigns with “very high view rate but a low to mid CTR,” according to ExoClick. Under the CPC method, the advertiser is charged when a visitor clicks on the in-stream video ad, rather than on per-impression or per-view basis.
ExoClick’s in-stream ad format is available pre-, mid- and post-video. According to the company, ExoClick currently 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.”
In its release announcing the addition of the CPM option, the ad network also reported that “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,” ExoClick added in the statement. “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.”
According to ExoClick, the leading verticals for the in-stream ad format are games (37.5%), followed by LiveCams (27.5%), VOD/subscription sites (19.5%) and dating sites (15.5%).
