Online video content is a rapidly expanding, ever thriving market. Advertisers are looking for better ways to incorporate video ads into their campaigns. Several trends are now spreading, each one of them making video content an even bigger potential for publishers. Businesses small and large are looking to spread the word about their products and video is the quickest and easiest way to get in touch with consumers. Also, people are acquiring endless amounts of products online, so now publishers have put two and two together and are mostly seeking platforms or sites that allow them to reach and engage audiences as quickly as possible.
In 2016 #brands increased their #ad spend on #videoplatforms by 43% Click To Tweet
The Need for More Video
At the beginning of 2017, it was forecast that during the whole of 2017 69% of all IP traffic is going be video, growing to 80% by the year 2019. Meanwhile, it has been noted that sites that contain video boast an average 4.8% conversion rate, as opposed to 2.9% for sites that do not have video. In short, this type of content is far more engaging than content that’s static. Digital marketing experts estimated that one minute of video content equals to 1.8 million words. In other words, no matter what consumers are searching for — be it stuff like explanations, walkthroughs, commercials, guides, how-to-do’s — they prefer to have their information given to them visually. All these things have become tools to achieve tremendously profitable new revenue stream for the video publishers and their affiliate networks
The Quick and Easy Road to Video Content Monetization
Brid.TV offers a very easy-to-get into monetization scheme. As soon as you start using the Brid.TV CMS, whether you’re in the video or player, you’ll always have access possibility to join the Brid partnership program. As soon as your site is approved by the validation team, Brid monetizes 100% of your ad inventory and share revenue with you on a 60-40% basis (publishers get 60%, while Brid gets a 40% cut). Of course, bear in mind that CPM depends on a lot of factors. Frequently, CPM starts out on the low end but ramps up according to your web traffic. The best part is that Brid allows you to monitor everything, via monthly reports to track your ad performance.
ROI and Understanding Market Trends
Publishers and retailers are now cooperating and looking to focus exactly on what audiences want. Recently gathered data has shown that 51% of marketing professionals across the globe claim video is the type of content that has the best ROI. To cut a long story short, video content has to be attention-grabbing, relevant and entertaining. One of the crucial strategies is to spread the word via social media, which brings better brand recognition for publishers. Social network sites like Facebook and Twitter enable brand owners to learn what audiences think and how they feel about products and brands in general. After all, social video generates 1200% more shares than text and images combined. Apart from selling pre, mid, and post-roll ads there are formats like in-video advertising and in-video purchasing to their advertisers.51% of marketing professionals across the globe claim video is the type of content that has the best ROI Click To Tweet
Formats and Waterfalling
Brid.TV supports various ad formats. But more importantly, it also utilizes the Waterfall ad tag feature. Many ad tags do not have a 100% fill rate, but luckily for publishers a technique called “waterfalling” is employed to maximize revenue. And the best news is, it works. The process is straightforward: if an ad error is detected, Brid Player cascades to another tag and attempts to play a different ad. It’s important to realize that the waterfall process takes longer to display an ad (often a few seconds for each ad tag attempt); so publishers need to take this into account when deciding how long your ad tag list should be. Up to 4 ad tags can be included in a waterfall this way on any ad slot (pre-roll, mid-roll or post-roll). Here’s how the typical ad formats breakdown:
Pre-rolls, the most common type of video ad units, appears before the video begins playing. The user usually has the possible to skip over these ads to the content. If you don’t want that to happen you should create fun, informative and/ entertaining pre-rolls. If done right, they can be great for raising awareness, brand recognition, driving traffic etc. The most effective pre-rolls are between 5 and 15 seconds long.
Mid-roll video ads appear in the middle of the video content. They usually appear in long video formats, like television shows etc. Mid-roll ads enjoy a higher completion rate than both pre- and post-roll ads. The explanation for this is that viewers have already watched some of the video content, and if they make it to a mid-roll ad, it means they have remained engaged through roughly half of the video, so they are more willing to be patient and watch the whole ad.
Post-roll ads appear at the ending of the video. This type is not so common, as most viewers won’t stick around to see an advertisement that’s playing after they have consumed the content. But there are some examples how you can make effective post-roll video campaigns. This type of video ad can be effective if you’re using the ad as a call-to-action. If you keep video content streaming by using a hidden playlist, a post-roll ad can be effective when it is aired while the player lines up the next piece of content.
Many videos feature traditional display ads that appear during the video content. This type of monetization is common on many video sites, like YouTube. In this situation video content is simply a vehicle for displaying banner ads.
Why Video Ads Pay Off
So, why exactly video monetization pays off? Some publishers avoid turning to video content because making a good piece of video content takes time and money. We are here to prove they are wrong. Firstly, because video ads generally command premium rates from advertisers, compare to average CPM rates. CPMs for online episode players are in the $21 to $30 range while video with professional content comes in at $11 to $20.CPMs for online episode players are in the $21 to $30 range while video with professional content comes in at $11 to $20 Click To Tweet
According to L2 research firm, in 2016 brands increased their ad spend on video platforms by 43%. The study was based on data collected from nine markets across the world, including the U.S., UK, Brazil, Germany, Canada, France, Japan, Russia, and South Korea.
When it comes to deciding which option you should choose for video monetization, it’s up to the number of views you earn. For example, if your video content accounts for 1,000 views per month, it’s not recommended to think about direct advertising relationships. But if you earn up to millions of videos on a monthly level, you might think about direct advertising relationships.
Besides choosing the right type of video ad, and the right type of video ad monetization, what can be very effective is deliver your content to the targeted audience. After going through all of these steps you are ready to start creating your video marketing campaign.