Answering publishers questions about the new IAB Video Spec

We’re breaking down their top questions to help all publishers put in place a tangible action plan to adopt these new definitions and thrive in the future.

Let’s start with a quick refresher on the new definitions and values…

Instream

When an ad plays before, during, or after video content requested by a user and is the main focus of the page. The video player must be either sound-on or show clear user intent to watch the video (i.e. click-to-play or video matches article exactly).

Accompanying Content

When an ad plays before, during, or after discoverable video content (i.e. content that’s not the primary focus of the page, but not ad-only). The video only plays once in-view and the player may convert to floating or sticky. Note that any instream player that converts to floating or sticky subsequently becomes accompanying content. 

No Content / Standalone 

This is true outstream. A video ad plays without any streaming video content.

Interstitial

Video ads that are played without video content. During playback, it must be the primary focus of the page and take up the majority of the viewport and cannot be scrolled out of view. This can be in placements like in-app video or slideshows.

You asked, we answered! Navigating the new IAB video spec 

We know change can be difficult, and these new values brought up a lot of questions from the publisher community. Here are the top questions we received from our partners.

1. What classifies a video as instream under the new spec? Is it sound on only? What about autoplay content that matches the article but is not sound on by default?

There are two ways for a video to be classified as an instream experience under the new spec. The first is if it is sound on by default. However, since auto sound on is not supported by browsers like Google Chrome and doesn’t provide a positive user experience as 69% of users watch videos without sound, the latest spec now also classifies a video as instream if there is clear intent from the user to watch it. This means that user requests and content matching are important – if the video is the main focus of the page, if its content is an exact match to the article (shown by signals like those from our Deep Contextual™ tech) or if it is about a topic that a user requested to see then it is considered instream regardless of whether it automatically plays with sound. It’s also important to note that if you are using a floating player, once it transitions to float it becomes accompanying content. 

2. User intent seems to be an important part of the new guidelines for instream video, but how is user intent indicated?

When a person clicks on a link to learn more about a topic, they expect to view content about that topic, but may be indifferent to the format in which it's presented. If the video is about the exact topic the person is looking for, it is instream because the intent was there to consume more info about the subject. If a user clicks to play a video after following a link, they've also shown intent - so that's instream too. With both of these examples, audio doesn't signal intent, but it mirrors the way people consume content on the internet. Then there's the last way to look at intent; someone watching a video about a topic they requested with the sound on. DSPs will be looking at supply partners to QA this process. If a supply source shows to be untrustworthy on sending the correct signals they may default to accompanying content for all placements, even those that qualify for instream. Because Connatix is directly integrated with major DSPs including The Trade Desk, we are speaking directly with them about content classification and have been identified as a trusted source with fewer hops to get to the page. 

3. What about contextual? Where does that come into play, especially for the new accompanying content value?

With about 90% of what was previously considered instream no longer being classified that way, there is a huge opportunity for publishers to elevate accompanying content by pairing it with contextual signals. Contextual targeting helps make discoverable video experiences (i.e. accompanying content) more relevant and engaging for readers, keeping them on site longer and giving advertisers more opportunities to reach them around topics they care about. 

Connatix is also involved in ongoing discussions with the IAB Tech Lab working group about adding more to the spec to reflect the value of an exact contextual match for accompanying content. Stay tuned for more updates here. 

4. How has the buy-side reacted to the new standards? Are they accepting the new definitions, or are they still only considering Instream and Outstream?

The feedback we are hearing from buyers across brands and agencies is that they are happy with the transparency that the new spec brings to the industry. It’s important for them to better understand what environment a video is in and where their ads are showing up, so the new classifications for instream vs. outstream and the addition of the new accompanying content field were a welcome change.  

Similar to other industry changes, like the implementation of ads.txt for example, these updates are being driven by DSPs. In this case, The Trade Desk (TTD) is leading the charge and adding the new designations into their system. As an active member of the IAB Tech Lab working group, TTD had a bit of a head start for implementation, but we know other DSPs will be following suit and supporting the new values soon. 

5. What KPIs do you anticipate buyers look at most when optimizing their video spend toward accompanying content?

We anticipate the KPIs that buyers currently use to track success of campaigns, including video completion rate (VCR), viewability, and others, will remain the same with accompanying content. The main change will be around the growing importance of relevancy for both instream and accompanying content. Connatix’s Deep Contextual not only helps our publishers automate and update contextual playlists, but this proprietary technology also helps advertisers ensure their ads are showing up in relevant environments and reach audiences with the right message at the optimal time. 

6. Do you anticipate changes or drops in CPMs/eCPMs with this reidentification? How will this change in the short and long term? 

While eCPMs depend on domain and property, the research we’ve conducted on average buying habits across video formats specifically through our integration with TTD has shown that most buyers are not exclusively targeting one type of inventory. And based on conversations we’ve had with all of our partners, while avails are now much lower for instream, there haven’t been any CPM ramifications so far. This is why we’re recommending a portfolio approach with a mix of video formats on different pages as a long term strategy. 

In the short term, given the scarcity of instream inventory, pricing will go up. But because of the pressure that higher prices will put on advertisers primarily focused on instream, they will need to refocus their strategies to also include accompanying content and other formats. We believe that in a relevant environment matched with the content a user is expecting to see, accompanying content will have the next highest CPM available. Outstream will also see interest, but given that it will be in less relevant environments for users and a standalone ad experience, it will only be used for specific instances and more performance-driven advertisers. While the pricing dynamics will change in the short term, these updates will drive fair market value for high quality, engaging content in relevant environments. And publishers creating valuable instream and accompanying content experiences will be in the best position to navigate these changes in the long term. 

For publishers looking for tools to create more instream and accompanying content, check out Connatix’s new suite of video creation tools. 

7. The Trade Desk recommended that video labeling changes be made by June 1st. Is Connatix now passing placement (old spec) and plcmt (new spec)?

Connatix is working closely with TTD on this, and we are actively working on updates to our product to better comply and auto-signal the plcmnt values. As more DSPs adopt the new signals, we will send the new values to them as well. This is why it's important for publishers to prioritize partners that can dynamically detect what value to signal so you can adapt quickly as adoption grows.

8. Will dynamic ad signals be passed across a publisher's own first party demand? If so, how can publishers QA their integrations to ensure that the correct ad signals are being passed?

Connatix will enable publishers to dynamically signal their inventory according to the new values using our platform. We can enable this across all demand sources. If a publisher would like to understand more about what signals are being sent to certain partners, they can work with the Account Management team to access and update.

9. Once the industry comes together to adopt these guidelines, how do you envision they will help publishers in the future?

As the industry continues to adopt and implement these changes, publishers who are prioritizing high quality experiences for their readers through instream and contextually relevant accompanying content will thrive, securing higher budgets from advertisers and more engagement from audiences. And more transparency around video placement environments will also benefit buyers. With value added to all sides of the ecosystem, and by improving connectivity and transparency between buyers and sellers, we are hoping to see even more investment in video in the future and an enhanced experience across the board for consumers.

Looking for more information on navigation the new video normal? Download Connatix’s helpful guide to understanding & adapting to the latest IAB video specifications.