Posts tagged ‘video ad network’
Reviews: SVM
In the review Post, i am going to write for different tools, technologies, algorithms which are available in opensource community. There will be lot of things common in between the review post. Most common would be their ease of use in Internet industry.
Today’s topic is SVM.
SVM stands for support vector machines. This is a method used for classifying the data and doing regression later on.
Classification: If we look down at Delhi from a high position, what do we see? We see the clusters of houses in Delhi.
What are the properties of people who had formed the clusters? is it economic, social or geographic properties which had decided for the housing of different set of people in Delhi. To classify a data we need to first figure out the dimension on which the data need to be classified. once we find that we plot the clusters on the axis. Now we have information like Cluster A has people with (A(Range1)X,B(Range1)Y,C(Range1)Z) properties. cluster B has (A(Range2)X,B(Range2)Y,C(Range2)Z) properties and so on. Now by classification we mean to find a curve which separate the clusters. To identify the curve we use set of sample data or the test data.
Regression: Once the classification is done on the real data. we do the regression for any new data coming into the system. we input a data with the properties, and the system will give us the most probable cluster the data belongs to.
use of Application: can be used for predictive analysis, like credit ranking, contextual mapping, forecasting in sales and CRM software, optimization techniques and so on.
Download the software from : SVMLight
Video ad Networks in india and international
Gabbar now know about the video ad networks, but he just don’t know the adnetworks worldwide and in india.
He need to connect with anyone of them, based on the parameters listed by the thakur in previous conversation.
He again calls for Thakur for the advice.
Thakur has a problem. he had switched to voice internet. for him browsing has become difficult. so he has started training his system for voice recognition. his expertise in video network is more and more landing him into trouble with Gabbar. he is sad.
Gabbar: Thakur give me the list of video ad networks.
Thakur: gabbar i am in no mood for a fierce conversation with you. can you be little polite.
Gabbar: {sensing that thakur is valuable resource), please thakur please give me the list. my business is suffering because of that.
Thakur: {now Happy} take this gabar.
International video ad server
· Istream from advertising.com
Gabbar: but thakur they are all international, I dont know if they operate in India. I need a desi(Indian) list.
Thakur: Hmmm!!!! take this also Gabbar.
· Vdopia
Gabbar: there seems to be very less competition in India. I think i can force a new competition around.
Thakur: Good Luck. and i am off..!!
How to decide the best technology provider for video ad network?
Gabbar has already started working for the video ad network. He now even has a sales team. The only sales manager, Kalia is good at stealing advertiser’s money. But advertisers this time are big business houses, which will not let him go away with their money.
Again the pressure has started mounting on him. He summons Kalia and his collection team to get the Thakur.
Thakur as usual was sipping team with a straw. Kalia and his team got him on his knees. Viru and Jay are out on business travel.
Following are the excerpts from the fierce conversation between them.
Gabbar: Oye Thakur!! I have a team for the video ad network, I have the advertisers, but I don’t know how to show video ads on the publisher.
Thakur: Hahaha. Now those biggies will get hold of you.
Gabbar: Tie him down. Thakur!! how do I get out of this?
Thakur: hmmm!! Only a video ad serving platform can save your skin. (VASP)
Gabbar: what is that? And how do I find the best one?
Thakur: you need to look for the following signs in a platform
A VASP which can
- Serve ad dynamically within a clip (can rotate and show different ads to different users)
- Serve ad statically, within a clip (can embed an ad in the clip)
- Serve ad on Pre. Post and mid roll
- Serve clip on bandwidth connection
- Serve clip on dial up connection
- Serve ad at nonintrusive position
- Serve ad with keyword targeting
- Serve flv ad with flv content
- Serve wmv, mov, avi, mpg and silverlight ad
- ad with clickable URL
- with companion ads
- Banner overlay on video content
- only video ad
- automate workflow for advertisers, publishers, networks
-
Key Process Indicators (KPI), like
- No of views
- no. of clicks
- no. of leads generated
- % of view
- Unique user view and click data
- No of views
Gabbar: cool hain!! Who else can give the gyan? Also explain me some of these terms, they are Greek to me?
Thakur: And you are Freak to me. Any way Try this site
IAB (Interactive Advertising Bureau). And for more clarity e-mail me. I am off now.
for more on “why video ad network” click.
Why Video Ad Network in India?
Gabbar is pretty inquisitive in nature. On his recent visit to internet he tumbled on online video network.
Now what? He called all his IT engineers and kidnapped our so called Thakur Saab. And he starts pushing him for the answers.
Thakur as usual is pretty cool with gabber. It is now a common habit of gabber to kidnaphim now and then.
Following are the excerpts from the fierce conversation between them.
Gabbar: What is a Video Ad Network?
Thakur: Video Ad network is an entity which connects video advertisement to the publisher who are willing to play videos on their sites.
Gabbar: how do you measure the return on investment by an advertiser?
Thakur: this is measured with help of KPI’s like number of unique views.
Gabbar: What are the total number of views per month in India?
Thakur: it is approx 15m per month.
Gabbar: How it is calculated?
Thakur: approx there are 5-6 m broadband connection. Assuming at least 3-4 users share a connection on an average. So in total there are at least 15million users in India per month.
Gabbar: how do I create this business? Or which all entities are involved in the lifecycle of video ad serving?
Thakur: Dekh Gabbar (look gabber), there is an advertiser, {an Agency, Network}, content provider, publisher. In general there are three entities. But a fourth and fifth entities (agency or network) are also involved as service providers.
Gabbar: how do I make money from this?
Thakur: you can do so, by becoming the service provider.
Gabbar: What is the cost involved in this?
Thakur: we can divide the cost into following sections.
- Cost of content
- Share of publisher
- Cost of technology and Serving
- Cost of dealer (agency)
Gabbar: Elaborate more?
Thakur: cost of technology and serving,
Bandwidth cost
Cost of bandwidth approx = Rs 7/Gb
Bandwidth usage for one video ad =
Video ad, if played twice (pre and post rolls) = 5 * 2 = 10 mb,
If placing a banner with the Ad = 1 * 2=2 mb.
Size of the content video = 30 mb
Total bandwidth usage = 10 + 2 + 30 = 42 mb
Cost of serving 42 mb = 7*42/1024 = 0.2871
Cost of serving a two ad (pre roll, post roll)= Paise 28 / video
Therefore cost of thousand impression = 0.28 * 1000/2 = Rs 140
Tech Cost
Cost of technology, it can be either a third party cost,
In that case the cost will be included in the bandwidth + tech cost.
Here the big companies charges somewhere in between 34 paisa for serving a video with 2 ads,
That makes the total cost of serving + technology to Rs 170.
Can use some free open source software also for this, to save Rs 30 for every thousand impression
: Cost of content and share of publishers
generally cost of content and payoff to publisher is a variable payout.
Depending @ the campaign is coming it gets distributed. A good publisher who owns the content and the site, will charge somewhere around Rs 150 to 300 CPM.
Agency cost
they will charge somewhere b/w 10 to 30 %. For a high CPM campaign they can charge from Rs 50 – 200.
Gabbar: What are the profits?
Thakur: after summing everything, the
Profit Calculations are
As a Network/Agency
CPM cost of average to good campaign = 750 – 1000
Agency Commission 25% average = 180 – 250
Tech cost = 170 – 170
Publisher 25% average = 180 – 250
Content 25% average = 180 – 250
On a average campaign the Agency/Network gains around, 750 – 180-180 -170 =Rs 220
on a good campaign, 1000 – 250-250 -170 = Rs 330
Gabbar: Then what is the profit %?
Thakur: That you calculate yourself, apart from this there is operating cost + sales cost for a servicing entity. Or ask your viewers. Look Jay and Veru are here, I am going now.
