DoubleVerify is expanding its video integrations with platforms that aren’t typically top-of-mind for video ads.
Last week, the company announced a new integration with Spotify to… verify media quality, focusing on fraud/invalid traffic (IVT) and viewability for video campaigns delivered through Spotify’s self-serve platform, Spotify Ads Manager.
Today, DV is making a similar announcement, extending its capabilities to LinkedIn’s video inventory, verifying viewability and protection from fraud for campaigns on the platform.
Why This Matters:
These integrations are interesting because they highlight the growing role of video on platforms not traditionally associated with video. The same key quality metrics—viewability and fraud prevention—are being applied, but the platforms themselves are, obviously, quite different.
On the Spotify side, many might not even realize that the platform offers video ads. However, video has seen a 44% year-over-year increase in streams on Spotify, driven by its expanding podcast library, which now includes over 250,000 shows with video content. Spotify’s video ad formats, such as Video Takeover and Opt-In Video, are designed for high engagement, only appearing when the app is in use. Combined with audio ads, they’ve been shown to increase incremental sales by 66% compared to audio-only campaigns. As video ad spend grows on Spotify, the need for fraud-free, viewable campaigns is key for buyer confidence and ROI.
LinkedIn has seen similar growth, with video uploads increasing 45% year-over-year as B2B video content gains popularity. The platform has responded by launching in-stream video ads that appear alongside premium content. Display ad revenue on LinkedIn, including video, is growing 16% faster than its overall ad revenue. As the dominant B2B social platform, LinkedIn is well-positioned to capture a share of U.S. B2B digital ad spending, which Emarketer projects will reach $18.34 billion this year—a 15% increase.
The integrations hit on the broader trend of video ads becoming key for ad growth for both Spotify and LinkedIn, and DV’s role in auditing quality and fraud for advertisers.
Experts React:
Chloe Wix, Global Director of Product Marketing at Spotify, said, “It’s no secret that people come to Spotify to listen, but users are increasingly spending more time watching video on the platform, as we’ve seen a 44% YoY increase in video streams. We’re excited to expand our partnership with DoubleVerify, an industry leader in media quality and performance measurement. This new integration within Spotify Ads Manager will provide our advertisers with enhanced visibility into their Spotify video campaigns, ensuring greater transparency and effectiveness in reaching their target audiences.”
Abhishek Shrivastava, VP of Product at LinkedIn, added, “Our collaboration with DoubleVerify empowers our customers to continue reaching and engaging buyers through video with confidence. With DV’s viewability metrics for video ads on LinkedIn, customers can gain valuable insights to optimize their B2B campaigns and increase performance on a safe and trusted platform.”
Our Take:
Earlier this year, the IAB reported that all digital video ad types are projected to see double-digit spending increases in 2024. As video continues to grow, verification and measurement companies are only going to continue to expand their capabilities here. Earlier this month, for example, DV also announced new forthcoming pre-screen capabilities for Meta.
It will be interesting to see how not just platforms, but also brands—like Chick-fil-A, following yesterday’s news—capitalize on the growing advertiser and consumer interest in video. These brands could benefit from the surge in spending with their own offerings. That, of course, is a good thing for verification and measurement vendors because it means more stuff to verify and measure.
