Nautanki.tv launches new version of video ad player

Nautanki.tv, the online video advertising platform, has incorporated new features to its video feed player to let advertisers target audiences more accurately.

The video ads distributed by Nautanki.tv will now have city and country specific campaign options, known as IP targeting. It will also have a content intelligence system to monitor the content on a website and deliver relevant ads. This will help advertisers place their ads on relevant websites and target niche sets of people. The system chooses what ads will play in the pre- and post-roll videos.

The new video player has click-through abilities where, by clicking on a streaming video, customers can be routed to the website of the product. Nair claims that even a low-interest social campaign on HIV/AIDS awareness got a click-through rate of 3 per cent, while for other campaigns, it is much higher, going up to 7 per cent. The video ads now also have a call to action message built into the video that will include a click mechanism in the ad. This message can be a discount or an offer, which increases the click through rate of a campaign.

The content of the video player can also be customised by advertisers with the new time-band optimisation tool that lets advertisers control the time when an advertisement can be viewed, and how often. Nair adds, “As video consumption in India generally happens between 10am and 7pm, the advertiser can actually opt for a time when the maximum numbers are online.”

The ad platform allows for demographic targeting, based on age group and gender, for instance. This demographic detailing is based on categorisation at the time of registration.