For ZEDO, 2016 was the year the ZINCbyZEDO Innovations Suite of video formats pulled out to lead the market in both completion rates and viewability. It was also the year we became known for our ability to outperform much bigger competitors, even those who offered customer incentives we didn’t match. At the end of the day, results count, and in head-to-head trials, we almost always emerged the winner. You can imagine how excited we are about 2017.
While ZEDO has long been known as one of the largest independent ad servers, ZINC is a relative newcomer to the scene. ZINC is a division of ZEDO that we launched three years ago for the express purpose of providing a secure, end-to-end platform for both advertisers and publishers to combat the obvious problems associated with programmatic buying: lack of viewability, downright fraud, and malware.
ZINC’s first attempt to penetrate the market came with the Inview Slider, a tasteful display ad that only appeared when a viewed scrolled down the page. It was very well received, but we knew we had to keep innovating, and last year, we were first to market with the inArticle video format, which we developed before out-stream was a “thing.” In fact, we called it “InArticle” because we felt that best described where it appeared and there was no other category. We think we actually invented this category.
And then a Nielsen Study found that when ads are viewed in an outstream format rather than as pre-roll, even skippable pre-roll, purchase intent is increased by 50% for the advertised product. Most important, outstream increases purchase intent by 74% among those critical millennials. Outstream also produces 60% brand recommendation on the part of millennials. This format overtook most other attempts to provide video advertising, because 44% of millennials felt it fit naturally with other content and made ads more likable.
Our own experience proved that outstream could be good for both brands and publishers, and it quickly caught on. Soon we were in a very competitive landscape, in which other companies also sold outstream. But ZINC’s outstream ads showed their advantage over competitors. We saw 70% completion rates, very high for the industry, and certainly higher than the 8-12% for skippable pre-roll.
We also delivered scale, because we have 18,000 publishers in our network. We delivered 109 million monthly uniques and 80 billion monthly impressions, even after we spent most of the year purging our network of publishers we felt were not brand safe or appropriately premium. Our CTRS were among the highest in the industry, between 1.25 and 1.3%.
Half way through the year, we launched a mobile FLIP ad unit, and three variations of a SWIPE up format. And we introduced a self-service platform.
However, one of the things we are most proud of is that we made the Online Trust Alliance’s Honor Roll for the fifth year in a row, having demonstrated that our policies with respect to privacy, data security, and native ad serving were aligned with the highest standards in our industry.
Bring on 2017!