Opportunities and challenges of video ad serving during live events
                     Opportunities and challenges of video ad serving 
during live events
Watson F
Writes on ad server, involved with Adspeed
 ad server solutions & Adspeed
 ad serving software.
Live events such as sport broadcasts, music concerts, game streaming, 
seminars and conferences provide great opportunities for ad serving. They 
attract and retain large audiences for a sustainable long period of time 
without many interruptions, which is a very rare thing nowadays. This 
special characteristic presents advertisers with a chance to reach a captive 
audience with their video ads. However, these opportunities also come with 
their own challenges.
Enhanced brand awareness
Super Bowl commercials are very popular and expensive for good reasons. 
Associating a brand with popular live events can significantly boost brand 
awareness and recognition. Video ads can effectively communicate a 
brand's message and positioning to a large audience during live events. 
Viewers often are more engaged during live events, making them more 
likely to pay attention to ads. When viewers are more engaged, they 
experience a wider range of emotions, creating an environment where 
viewers are more receptive to emotional advertising. Advertisers can 
leverage this emotional context to tell a story via memorable and impactful 
video ads.
However, producing an interesting, emotional or viral video ad for the targeted 
live event is easier said than done. There is no guarantee but there are factors 
that increase the ad effectiveness in promoting your brand. You need to 
understand the viewers, their motivations and needs. The advertised product 
or service must be highly relevant to the specific event and connect with the 
viewers. The video must look polished and professional. It is a good idea to 
create different versions of the same ad campaign optimized for different 
platforms and formats such as short-form videos versus long-form content.
Measurable results
Video ad serving platforms provide detailed metrics to track the performance of 
video ads during live events. You can see the number of people viewing your ad 
and how interested they are with the ads based on the progress events. You 
can even see how many people Mute or Skip the ad. These event reports allow 
advertisers to measure the effectiveness of their campaigns and make data-
driven decisions to optimize their targeting settings and ad spend. For example, 
if the number of Skip events are lower than average and Complete events are 
higher than average then it means your ad is connecting with the audience and 
they want to view it until the end.
However, measuring the effectiveness of video ads during live events can be 
complicated because advertisers need to employ a combination of metrics 
to assess the true impact of their ad campaigns. Doing this requires both 
technical and business abilities to compile, process and analyze data from 
multiple sources. Different vendors might use different adservers and have 
their own report formats. Some vendors support API or automated data 
export while others require more manual operations. Offline activities and 
indirect conversions are also a challenge because they are not tightly 
integrated within a single platform. Data integration is not a trivial skill and 
might present a challenge for some advertisers. Additionally, short-term 
impact is easy to see and measure but long-term result is more complicated 
to observe.
 
About Adspeed
AdSpeed ad server is a reliable & powerful ad serving and ad management 
solution that serves your ads, tracks impressions & clicks and reports ad 
statistics in real-time. Driven by the latest ad serving technologies, the goal 
of Adspeed adserver is to provide a reliable platform that can help in 
executing online advertising strategy more efficiently. 
 
 
 
 
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