As the digital advertising industry evolved it became more and more fragmented, leaving publishers scrambling to find new revenue streams, with video topping the list. With the promise for higher CPMs and better value for each inventory sold, video became the go-to solution. However, in some cases, the pivot was lacking a full understanding of the challenges that video brings with it.
The publisher’s struggle.
The proliferation of video advertising technology solutions flooding the market, lead to an even more fragmented ecosystem, where publishers need several different tools to comprise one complete video technology solution. That said, the financial potential video hold was more than enough to entice publishers and other market players to make the shift. So how is it that while video advertising is considered the holy grail and ad dollars do follow, we still see publishers fail to complete the shift or regret for even trying?
Following the ad dollars is not enough. Publishers face a constant battle balancing their revenue engines, leveraging every digital asset toward generating the highest value, whilst trying to keep latency and user abandonment rates to the minimum. Latency mistakes have become unacceptable and memorable to users so that maintaining low rates is key to good viewing experience and high monetization. So how do you come out the video side winning?
#1 An inventory is no longer just a placement. Cultivate your inventory’s intelligence, feed it not only with content but with the data, technology and monetization mechanisms that will create a sustainable content and ad experience. If you supply content that resonates ad dollars will follow, reaching higher CPMs at scale. But how do you know if your content is enough?
#2 Good content is hard to come by, even more so when its video. Publishers have had the misconception that in the struggle for impressions you must invest in video production teams. They are not wrong but there are other ways. Video can come with high overhead costs and by not taking into account your user’s interest and habits, you might find your page views declining and user abandonment rates on the rise. Using a video content unit that curates high quality, contextually relevant content in a form of a dynamic playlist, engages your users, increasing time on site, enhancing value for both publishers and advertisers.
#3 Avoid high latency and VAST/VPAID errors. publishers have been hanging on to the hopes that if they load an increasing number of tags, it will improve their header bidding efficiency, but the opposite is true, even more so when it comes to video. Overloading tags only cause technical and compatibility issues, harming the buying process, leading to high volume latency issues and eventually, user frustration. To get the best out of your bidding, you need a technology built for video. Using its predictive algorithms for yield optimization, and built-in “last mile” ad delivery verification, video header bidding, guarantees an impression for every opportunity, all within milliseconds. This smart video solution allows you with just a single tag to harness the power of an optimized bidding process, fast loading player and fresh content, thereby ensuring the best user experience with high fill rates and low latency, significantly optimizing yield and overall performance.
#4 Measure, Record, Repeat. Publishers and advertisers both rely on users data to cultivate their loyalty. In a post GDPR era, the access to users data is almost as if your holding the poisonous fruit. There is a need for alternative metrics, measuring your inventory KPIs beyond impressions and RPM. Publishers have the advantage, as they have access to data that can serve as the alternative to curating users/audience data. Using a fast loading video player with built-in machine learning capabilities, collecting significantly more engagement points than just clicks and views, such as completion rates and engagement. Thereby supplying unique insights into the content’s relevance, increasing inventory value and as a result delivering higher CPM’s.
#5 Consolidate your content and monetization solutions; you can’t get the highest value if you only look at one piece of the puzzle. In the pursuit for improved revenue streams and transparency together with the desire to capture more audience data, publishers have neglected user experience and the cost is high. Video content solutions often don’t take into account integration with monetization solutions, leading to compatibility and latency issues, failing to load or integrate with DFP and thereby undermining both engagement and revenue. A video content unit that has both technology and monetization mechanisms built-in creates the ultimate video solution for publishers delivering the highest results without compromising user experience.
By using a video content solution that delivers a player, content and ads all rolled into one, you get the perfect revenue to user experience balance – delivering all the building blocks you need to create a high yield video without the hassle.