Video Ads Optimization Strategy for Publishers in 2019

Video being an easy, versatile, engaging content format has become the most popular Advertising tool. Video ad serving operates similarly as ad serving, where an ad creative is ‘served’ from an ad server into multiple websites or applications. The video ad optimized platforms follow the IAB standards, using an XML specification called VAST. It allows video ads to be served into any online video player on different platforms like mobile, desktop, web or app that supports VAST. Video not only transformed marketing techniques of several brands, consumers interaction and buying but also revolutionized how sales team connect with and convert prospects, also how service teams support and delight customers

How to Choose the Right Video Ad Network?

One must choose their preferred video ad network depending on their niche, audience, user demographics, user engagement patterns. 

Inventory Size – Numbers do matter. The larger the size of inventories & more advertisers ensures better performance.

Reputation – Customer feedbacks, testimonials are a great pointer to how the Ad network is doing in the market, also the portfolio if it contains reputed brands are also an assurance. Preferably one should go with an Adtech with a good reputation in their particular niche. Dig deep into customer feedbacks & user testimonials & go with the Ad network with a good reputation in your particular niche

Performance – When running any type of advertisement through an Ad network, it’s best to test the Ads first with a small budget, it’s even better to do A/B split testing. This means to have 2-3 similar ads that are all running at the same time to see which performs better. A/B split testing will help form a clearer idea of the possible analytic data of the actual Ad on the particular Ad network thereby helping a client to choose the best-performing ad network for their campaign.

Technology – Factors like how much the Ad network is using AI or Machine learning in its algorithms, how much approximations it is doing with the analytical data, how user-friendly is the UI that shows the analytics are also factors that need to be assessed before proceeding with an ad tech network. Look for an Ad network that uses high-end technology, has a quality & prompt customer service & supports a large number of Ad formats

Supported Formats – Ad networks offer multiple Ad formats like standard IAB display units, rising star IAB display units, custom display units, text ads, rich media ads, video rolls, interstitials, pop-ups, pop-unders, in-text ads, search box, tag cloud, & other proprietary formats that are exclusive to them. It makes sense to go with a network that offers multiple ways of displaying Ads so that one can test them over a period of time & know firsthand which ones work best.

Customer Service – It is important to choose an Ad network with good Customer Support, because it takes firms a bit of time to get acquainted with the software & or the working process of the ad network, also situations may arise during a campaign where a firm may need to talk to a representative of the Ad network for support.

Recommended Video Ad Networks for Publishers in 2019

Instream

Vdo.ai

VDO.AI is a leading native video advertising network whose technology helps the web access through the power of video content and advertising. Publishers can leverage the power of video advertising using smart contextual instream video solutions and boost their monetization by 50%. It is perfectly suitable for websites looking for a video monetization partner to boost overall ad revenue.

Features:

  • Contextual videos with high-grade user experience.
  • Custom Video Ad Server with cutting edge automated video ad serving solution.
  • Easy integration with a single line of code.

Google ADX

Google ADX is a part of Google’s integrated ad-technology platform DoubleClick Digital Marketing (DDM) that offers agencies and advertisers the ability to effectively create, manage and grow high-impact digital ad campaigns across multiple channels. The platform helps users with real-time insights and data from marketing campaigns across different channels connecting to a network of advertisers. This real-time market place offers a huge inventory to a large number of advertisers through programmatic  Real-Time Bidding. Here publishers can set floor prices and control the bidding on their available ad units and there are more possible buyers through different types of auctions. They can also sell their ad unit inventories through Open Auction, Private Auction or Preferred Deal.

Features:
  • Ad Inventory Controls
  • Automatic Conversion Data Upload
  • Access Google AdWords
  • Access Display Network for Ads
  • Bid Management
  • Campaign Management
  • DoubleClick Search API
  • DoubleClick Ad Exchange
  • Real-Time Bidding
  • Robust Tools and Insights
  • Track Offline Conversion Data

OutStream

Setupad

Setupad is a marketing and advertising company which specializes in website monetization and yield optimization connecting several ad platforms into a single auction. Users abroad are able to receive quality targeted advertising if publishers are willing to separate their foreign traffic and sell it purely in RTB fashion. Setupad does all necessary yield optimization and allows publishers to get back to their true calling – quality content creation. It connects website’s media space to top SSPs in a Header Bidding way allowing more buyers to participate and CPM prices to increase. Their top priority is to monetize cross-border traffic and to help publishers gain incremental revenues. 

Features:
  • Header Bidding
  • Server-side bidding
  • Loading speed
  • Fill rate
  • Customized optimization
  • Ad audit
  • Online reporting

Video Ads Optimization Strategy for Publishers 2019- Best Practices

Do not use more than 2 video players – There are several video players in the market. Test different players to check their response to various ad settings but not more than two for an effective impact on monetization.

Ensure a smooth user experience

Use DFP or an Ad Server to waterfall your video ad tags – Small header bidding tags for videos are still at its initial stage. Waterfall set up is still prevalent so as to backfill ads from video ad networks and an optimized waterfall should be the most appropriate way.

Optimize Outstream units for best performance

Monitor page loads and delays – Timeouts and video delays are most annoying for viewers. This occurs when the ad fails to process within the defined time frame.

Wrap Up

Various video ads formats are present in the digital market of 2019, each with their strengths and weaknesses. Selecting the right video advertising network depends on the requirement, product and the target audience. A lot of factors are to be considered while choosing the appropriate ad network for your video marketing campaign like audience targeting options, customer service, supported video formats, support for mobile devices, analytics, user-friendliness, transparency, ad formats, daily traffic, average site on time, presence across different countries, etc. Supported by the expertise of an effective operational team to refine the auctions publishers also need new advertising partners. A composite Video Monetization strategy in 2019 for a publisher will require the ad technology stack for Ad Servers, Video Players and Ad Units. Publishers must balance their own monetization objectives with the interests of both viewers and marketers.