LADbible Group Sees 86% View-through Rate on Outstream Video Ads with Index Exchange
TORONTO, April 26, 2023 – Index Exchange Inc. (Index), one of the world’s largest independent ad exchanges, today announced the launch of a new outstream ad unit, offering media owners a new premium revenue source while creating a more engaging and effective ad format for their audiences. Media owners can seamlessly integrate Index’s outstream ad unit through Prebid and access it at no additional cost.
Index’s outstream ad unit offers a non-intrusive ad format placeable anywhere on a publisher’s site, including in-article and in-feed placements. With this new offering, media owners can now monetise their inventory without having to invest in their own video player technology. The feature is now available in general availability (GA) and available to all publishers.
“Our new outstream ad unit offers media owners a flexible and cost-efficient solution to help them succeed in the constantly evolving digital advertising landscape while delivering audiences a high-quality video experience,“ said Mike McNeeley, senior vice president of product at Index Exchange. “With access to the capability at no additional cost, publishers can fully monetise their inventory while maintaining full pricing transparency.”
LADbible Group, one of the largest youth publishers in the world with an audience of close to one billion, was one of the earliest adopters of Index’s outstream ad unit. By connecting to this new demand source, LADbible accessed new revenue sources with higher CPMs than seen on traditional banner ads.
Since implementing outstream videos, LADbible has seen impressive results:
- 86% completed video rate during the first month of implementation
- 47% higher CPMs compared to those on banner ads
- 4% additional incremental ad spend generated
“Index’s outstream ad unit is easy to set up, allowing us to connect to a new demand pool at no additional cost and better serve our audiences,” said Ben Elshaw, director of group operations at LADbible Group. “We’ve been impressed with the consistent daily returns we’ve seen with this high-quality ad format and look forward to continuing our work with Index.”
Through Index’s inventory packages, media owners can connect to marketers that have specifically targeted outstream video ad formats in the deal ID, allowing them to merchandise inventory to direct premium demand.
