Why sticky players are important in digital video advertising

The digital landscape has seen a significant shift towards sticky players, a trend adopted by major online platforms including YouTube, Forbes, Time Magazine, Sports Illustrated, and others. Analyzing billions of player loads, the sticky player has shown a remarkably low negative interaction rate of less than 5%, indicating minimal user disengagement.

Why sticky players are essential

The advertising algorithms on the demand side prioritize metrics like viewability and viewable completion rate (VCR). Non-sticky players often fall short in these areas, leading to diminished ad bids over time. When users scroll past non-sticky players, the incomplete ad views result in lower perceived inventory quality. This reduction in quality impacts advertisers' willingness to invest, as they seek visible and complete ad views for effective reach.

The bottom line

Sticky players have emerged as a pivotal tool in optimizing ad viewability and completion rates. This format ensures that video ads remain in view, enhancing user engagement and maintaining the quality of inventory. As a result, sticky players are not just a trend but a necessity for platforms aiming to deliver quality ad experiences and maintain high advertiser demand.