Overview
Rembrand In-Scene Media integrates seamlessly into organic content published on social platforms. Unlike traditional interruptive ads, which rely on ad-serving technology, organic content—like sponsored posts or ad reads—embeds media directly within the content itself. This unique integration brings its own set of rules and limitations.
To provide full transparency, this article outlines how ad-serving, pacing, and impression counting work for In-Scene Media. It also explains the industry-unique 45-day impression counting window post-campaign end date, designed to benefit both creators and advertisers.
Key Differences Between Organic Content and Ad-Served Media
No Ad-Serving:
Organic content does not support traditional ad-serving mechanisms. In-Scene Media is embedded directly into the content and cannot be flighted or swapped out once live.
Pacing is Traffic-Driven:
Unlike ad-served media that follows fixed delivery schedules, impression delivery for organic content depends on how the audience engages with the post. This means:The popularity of the content significantly impacts pacing.
Viral or highly engaging content delivers more impressions faster.
Flighting Limitations:
Organic content cannot be paused or re-scheduled after it is published. Generally speaking, creators do not pull content down once it goes live.
How Impression Counting Works
To accommodate the nuances of organic content and ensure fairness for all parties, Rembrand applies a 45-day impression window following the campaign's end date. This ensures creators and advertisers benefit from impressions accrued over time, even beyond the campaign's official end.
Rules and Guidelines for Impression Counting
Videos Must Go Live During the Campaign Flight Window:
Only content published between the campaign start date and campaign end date is eligible for monetization.
Videos launched outside this window violate campaign parameters and cannot generate billable impressions.
Impressions Are Counted for 45 Days Post-Campaign End Date:
Videos launched during the campaign flight window will generate billable impressions for the duration of the campaign plus an additional 45 days.
This ensures creators are compensated fairly for impressions their content continues to generate. This is particularly important for videos launched within the end of a campaign - otherwise no creators would want to launch campaigns toward the end of the campaign, exacerbating fluctuations with pacing.
Ongoing Video Launches During the Campaign Window:
Content may be published at any point during the flight window, including toward the end of the campaign.
Videos launched later in the campaign benefit from the 45-day post-campaign impression period. Without this, creators would not participate in brand campaigns after the mid-point of the campaign.
Campaign Delivery Forecasting:
Campaigns may appear under-delivered on the campaign’s end date. However, Rembrand forecasting technology anticipates impressions based on video performance trends, ensuring campaigns achieve near-full delivery by the end of the 45-day window.
Advertisers Are Responsible for Payment on All Impressions:
All impressions delivered during the campaign flight window and the 45-day tail period are billable.
Why Does Rembrand Use a 45-Day Post-Campaign Impression Tail?
The 45-day extension is designed to benefit brands by ensuring maximum value and accountability for their campaigns:
Ensuring Comprehensive Delivery:
Organic content typically generates the vast majority of its impressions within the first 7-14 days after going live. For videos launched toward the end of a campaign, the 45-day window ensures these impressions are counted without requiring brands to extend the campaign or miss out on potential reach. This tail period helps capture residual traffic, providing full value for the content’s performance.
Maximizing Impact:
The extended window allows brands to capitalize on the organic lifecycle of content, especially for highly engaging or viral posts. However the 45-day period is primarily a tail. The tail ensures fairness without significantly altering the timeline of delivery.
Examples for Clarity
Scenario 1: Content Launched on Day 1 of the Campaign
Campaign Dates: January 1 - January 31
Launch Date: January 1
Impression Counting Period: January 1 – March 15 (45 days post January 31)
Advertiser pays for all impressions delivered during this period.
Scenario 2: Content Launched on the Last Day of the Campaign
Campaign Dates: January 1 - January 31
Launch Date: January 31
Impression Counting Period: January 31 – March 15
Even though the video was launched on the last day, impressions are billable for 45 days post-campaign.
Scenario 3: Content Launched After Campaign End Date
Campaign Dates: January 1 - January 31
Launch Date: February 2
Impression Counting Period: N/A (violates campaign parameters)
The content is ineligible for monetization as it was published after the campaign window.
Conclusion
Rembrand’s impression counting model balances the unpredictability of organic content with the need for fairness and accountability. The 45-day post-campaign impression window is a deliberate design to ensure:
Content creators are rewarded for all impressions their work generates.
Advertisers receive maximum value for their investment.
For any additional questions about how organic content campaigns operate, feel free to reach out to our support team.