Optimize Video Ads: Beyond the Struggle, Towards Mastery

The struggle with video ad optimization is real. Juggling top-notch content, client demands, and a constantly evolving tech space is enough to make anyone yearn for simpler times. 

Industry shifts and changing user behavior feel like unpredictable fastballs, keeping us all on our toes. 

But here's the thing, these intricate challenges hold the key to unlocking significant ad revenue potential. The question is, how do you navigate this complex terrain with maximum efficiency? 

Gone are the days of simple pre-rolls - today's viewers demand seamless integration, high-quality experiences, and engagement that resonates with their preferences. 

• Are you attracting the top video advertisers? 
• Do you possess the tools, technology, and data-driven strategies to command premium CPMs? 

Impact of Video Advertising

Smart publishers are integrating video seamlessly into their platforms, capitalizing on the skyrocketing demand for video ads. This is translating into higher CPMs, offering a substantial revenue boost. 

Here are a few stats that prove them.

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• In 2023, online video viewers crossed a staggering 3.1 billion, and 54% actively seek video content from brands they support. 
• Video ads are 6.7x more effective in maintaining attention than display ads.
• In-video ads have 4x stronger breakthroughs and 3.9x higher purchase intent.
• Regular video ads have 0.6 seconds of attention vs. 4 seconds for in-video ads.
• Video audience is booming, reaching 527 million viewers in 2022 alone.

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A Quick Refresher: The Various Types of Video Ad Formats Through Which This Is Made Possible  

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1. Display ads

Often referred to as banner video ads, these creative pieces involve carefully designed images, text, or videos. They are the go-to video ad formats among publishers and advertisers alike.

In contrast to their textual counterparts, display ads don't pop up in search results. They exclusively grace websites. Moderate pricing and appeal to their fans are their biggest strength. 

Among the various design types, animated display ads are the top choice, representing 63.66% of the display ad sector.

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2. Instream Video Ads 

Capture attention with pre-roll, mid-roll, or post-roll placements. Remember the high 72% completion rate from 2014? Instream ads still pack a punch, driving double-digit CPM lifts and attracting premium programmatic buyers. 

Choose your instream video ad powerhouse:

• Linear (15-30s): Grab attention like TV commercials, pre-roll, mid-roll, or post-roll. Ideal for high-impact brand awareness.
• Non-linear (5-15s): Lighter touch with interactive overlays. Faster delivery and lower completion rates. The user controls the experience (watch or skip).

Remember to match the format to your goals - attention, engagement, or user choice.

3. Outstream Ads

Go beyond traditional video players with seamless integration within your content. These user-friendly formats work even without pre-existing video, offering engaging experiences that don't disrupt reading flow.

4. Rewarded Ads 

Foster a mutually beneficial relationship with your audience. Offer exclusive content, like ad-free access or premium features, in exchange for watching short video ads. 

With a 79% user opt-in rate and high completion rates, this win-win strategy transcends genre limitations.

5. Bumper Ads

Make a micro-impact in just 6 seconds with these bite-sized brand awareness boosters. 

A 90% recall lift translates fleeting attention into website traffic, social engagement, and conversions – a powerful reminder of the lasting impact of impactful storytelling.

6. Companion Ads

Don't let the engagement end with the video. Extend the experience with user-centric options for further exploration, fostering conversions without disruptive interruptions.

7. In-banner Video Ads

Transform static banners into captivating interactive micro-cinemas. Enjoy exponentially higher completion and click-through rates, commanding premium CPMs while offering viewers a richer experience.

These ad formats are great but need to be backed by articulated planning and advanced technologies.

Ad Technologies Every Publisher Should Use to Optimize Video Ads

Tired of stagnant video ad performance? Maybe it's time to get rid of the outdated tactics and revisit your strategies. 

Video ad optimization is critical for publishers to maximize revenue without compromising user experience. 

Luckily, a plethora of sophisticated technologies can help you achieve this goal. 

Here are some basic key offerings.

• Video header bidding delivers premium bids through discreet real-time auctions. 
• Protect your brand through Ad Verification and safeguard both reputation and user trust. 
• Use video analytics to get data-driven insights to optimize like a pro.
• Maximize ad value by using VAST tags for basic delivery, VPAID tags for richer experiences (remembering the development effort), or both for best results. 
• Optimize, personalize, protect, and analyze to maximize your video ad potential.

But the key is also to go beyond the basics.

Video-specific offerings:

• Video ads: Transform non-video pages into potential revenue streams by integrating video content and a complete monetization solution.
• Dynamic ad insertion: Insert ads strategically based on a user's scroll behavior, ensuring fast loading and better engagement.
• AMP monetization: Optimize mobile video ads with a dedicated server-side solution for faster loading and improved revenue efficiency.

Technologies applicable to video and other ad formats:

• Ad layout optimization: Balance user experience and revenue with dynamic layouts and formats optimized through real-time data and testing.
• Innovative ad refresh: Generate more revenue by dynamically refreshing ads based on user engagement and ad visibility.
• Ad block recovery: Recover revenue from users with ad blockers while maintaining a safe browsing experience.
• Unified auction & global demand: Maximize competition and demand for your inventory through a custom header bidding solution and access to diverse advertisers.
• Contextual signal enhancement: Enhance ad relevance and yield by appending contextual signals (like page content) to ad requests.

So, how to get it right? We have summed down five strategies that work like wonder. 

5 Strategies to Optimize Video Ads as A Publisher

Try vertical video focus

Produce and integrate vertical video content across your platforms (website, social media) to cater to Gen Z preferences and platform trends. Utilize tools like Firework's vertical video player for interstitial ads, shoppable overlays, and easier social media syndication.

For example, MailOnline's video content delivers 3,000 more attentive seconds per 1,000 impressions than YouTube, showing higher engagement with vertical formats. Also, the top-performing vertical video had a 76% view-through rate, indicating strong engagement with shoppable elements.

E-commerce integration

Make content shoppable by adding seamless click-to-buy options within video content using overlays, carousels, and text descriptions. 

Partner with retailers to develop sponsored content and product recommendations that drive affiliate revenue with relevant advertisers.

Data and measurement

Utilize your first-party data platform to identify audience segments and target ads/recommendations effectively. 

Always prioritize owned-and-operated data. Collecting user behavior data across your platforms to build audience profiles and target advertising more effectively with social media walled gardens.

Attention metrics

Move ahead of clicks and views! For impactful video ads, delve into attention metrics. Track real-time eye movements, mouse hover duration, shares, and even emotional responses using tools like heatmaps and social analytics. 

Analyze top-performing social video content to adapt for your own platforms. This deeper understanding allows you to optimize ad placements, targeting, and the content itself for maximum and real audience engagement, ensuring your video ads truly resonate. 

Remember, clicks are just the surface. Dive deeper and capture real attention!

Find your perfect monetization partner

Partner with a comprehensive video ad monetization service provider. Someone who takes the guesswork out of the equation, guiding you through a streamlined process from start to finish. 

Team up with partners that can help you choose the optimal ad formats (in-stream, out-stream, vertical, and more) to seamlessly integrate with your content, maximizing ad fill for video content and viewer engagement.  Look for a partner who provides in-depth analytics to track performance, optimize campaigns, and maximize your ad yield. 

Focus on having a dedicated team of experts to offer strategic guidance and support every step of the way.

Video Ads with Mile: 

We at Mile are your programmatic experts. We guide you through the complexities of format selection, optimization strategies, and maximizing every impression.

We improve your programmatic video ad revenue models through technology, tools, and support. Our focus is to help you move forward from traditional ad networks and take more control of your own ad operations. 

Our products are built on machine learning and cutting-edge technology. We have a strong customer service and support team to aid you at every stage.

• Video headerbidding: Videos need extra effort, and you deserve extra rewards. So, we bring video headerbidding to the picture ensuring you are getting premium video demands for your inventories.
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• AI powered flooring: To ensure that you sell your special inventory at its best market value in the Prebid ecosystem, we bring our dynamic flooring module. Based on real-time performance data, and continuous reinforcement learning, the module ensures to set the best floor price for your ad inventories.
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• AMP monetization: Optimize your mobile video ads with faster loading times and improved revenue efficiency.
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• Cookieless inventory optimization: With this, you can improve video ad targeting and relevance in a cookieless environment.
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• Contextual signal enhancement: Use this to enhance video ad relevance by analyzing page content and user behavior. Such as;
  • Dynamic insertion based on user behavior and scroll position.
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  • Ad refresh based on engagement and view time.
    

• Data-driven yield optimization for video: Our machine learning and analytics capabilities extend to videos as well. With it, we help publishers optimize ad placements and formats for video content based on audience behavior and performance data.
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• Integration with video content libraries: Our partnerships include access to video content libraries so that you can leverage them to maximize ad fill for video content or diversify content offerings.

Interested in propelling your video ad journey? We are just a click away.

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