Noble Digital Bring Real-Time Content Targeting to Web Video

By Wayne Rash  |  Posted 2015-04-20 Print this article Print
Targeted Web Video

If the television channel were able to show you Porsche ads while it showed someone else a toothpaste ad before they went to the store, everyone would be much happier. Unfortunately, television can't do that right now.

But the Internet can. Done properly, I can respond to videos to indicate my interest, so that the advertising delivery service can give me a steady diet of German performance cars and exotic beverages, while someone else learns about toothpaste or the latest trends in running shoes.

This can make the ad network much more effective, and it will make me a lot happier as a viewer. The company providing the Website will also be a lot happier because the advertising content on its Website is more effective and that's good for the bottom line.

But behind all of this real-time technology there's a back end that measures viewers' response to this content on a much broader basis. Let's say, for example, that the sponsor is running two sets of ads for the same product.

If you knew that ad one was having a 90 percent rejection rate, while ad two had a rejection rate of 60 percent, you'd know that ad one was basically a waste of bandwidth. The sponsor would stop running ad one and send ad two to everyone. Maybe you'd also be able to find out what it is about ad one that everyone seems to hate and fix it.

The ability to view the overall performance of video content and how viewers are responding in real time is an important feature of Noble's platform. "You can see time spent and completion rate," said Noble Digital Chief Creative Officer and founder Allen Martinez. He said that you can even combine those measurements with what he calls sentiment, which is based on the social media reaction.

Martinez said that the technology behind the Noble Digital platform is useful for a lot more than just Web-based advertising videos. The same basic platform can be used for everything from producing and providing non-advertising content to providing a platform for public relations targeting.

I can see how it could become very useful for targeting other non-advertising content, including public health awareness and education, so that students could focus on what they don't know and not on endless repetition of skills they've already mastered.

This is one area where the power of the Internet can be productively leveraged to provide content that closely meets the needs of the audience without wasting time and effort on information the audience already knows.



Submit a Comment

Loading Comments...
Manage your Newsletters: Login   Register My Newsletters

Rocket Fuel