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Video Ad Networks: Everything You Need to Know

This past decade has proved to be successful for the marketing world. With billions of people being active on the Internet and social media taking the world by storm, it was a perfect setting for marketing to become a billion-dollar industry. Today, we can safely say that video content is at the heart of this industry. Video has made a splash in recent years what with the increasing interest of people in this medium. In fact, 55% of internet users watch online video every day.

It’s not surprising that video’s popularity shows no sign of declining then. After all, this marketing tool is entertaining, engaging, and captivating. And seeing that video added to your emails can increase click rates by 300%, it’s obvious that video advertising should become a part of every brand’s marketing strategy. So, if you’re looking to increase brand awareness and build trust, turn to video.

Unlike some other content types, video ads help you come up with creative storytelling that connects your brand with consumers. Thus, it’s no wonder why publishers are embracing video. Back in 2018, video marketing revenue amounted to more than $27 billion. Since then, the industry has been growing, with more businesses discovering all benefits it can bring to them.

Considering the above, we can surmise that videos in ads are here to say. Then, why don’t you profit from this trend and start investing in video ads? To help you, we’ll delve deeper into video ad networks, what they are, and which one you can use in 2020.

Today, we’ll go over the following:

Let’s start!

What Are Ad Networks

An ad network is a platform that acts as an intermediary between publishers and advertisers, looking to curate ad inventory from publishers and then sell it to advertisers. Most content creators and publishers who have ad space turn to advertising networks to find buyers. On their part, advertisers go to these platforms in search of suitable inventory for their needs. As a publisher, you will earn money from selling ad space, however, these networks will also take a cut of your revenue.

If you want to tap into online advertising, but don’t know much about impressions or cost per mille, then ad networks can help you. Namely, they are the ones who negotiate all the terms with buyers, including audience targets and cost per impression. After sealing the deal, they then perform tracking, targeting, and reporting on the ad campaign.

You’re probably wondering how they work. Well, the technology behind them is both sophisticated and state-of-the-art. Namely, they use ad servers to deliver advertisements to your website. Of course, they track performance for every ad they place on publishers’ websites with the help of a tracking pixel. With these ad servers, they are able to track, target, and report, as we mentioned above. In the beginning, ad networks focused mainly on delivering ads to desktop computers. However, with the development in technology, video ads are now available on mobile devices as well. 

Pricing Models

Working with these advertising platforms might seem difficult at first, but it really isn’t. Before you know it, you’ll be immersed into this world and understand the terminology used. Your only task is to select the suitable ad platform and you can leave the rest to it. Once you do find your go-to network, you’ll inevitably be presented with pricing models according to which you get paid.

To help you make sense of these business models, we’ll single out the most frequent ones:

  • CPM (Cost per Mille): Also known as cost per thousand impressions, this is the model you will encounter most often. In a nutshell, this term refers to the price of 1,000 advertisement impressions on one page. For instance, if you charge 1.5 cents for each impression, then an advertiser must pay $15 for 1,000 impressions of its ad.
  • CPV (Cost per View): According to this pricing model, you get paid every time a video ad is played. CPV relies on ad plays to measure meaningful audience interest.
  • CPCV (Cost per Completed View): As you’ve probably guessed, CPCV will earn you money every time a video ad runs until the end. Instead of paying for all views (not all video ads are watched until completion), an advertiser only pays for those ads that have finished playing.

Video Ad Formats

When it comes to video ad formats, some ad networks specialize in only one type, whereas others offer just about anything to their clients. To spread the word about your brand, we suggest experimenting with different types and not using only one. Don’t worry, your customers want to watch videos. In fact, almost 50% of internet users say that they first search for videos concerning products or services and then visit a store. So, don’t be afraid to try out as many video ad types as you can.

Here are some of your options if you choose an ad platform:

  • Display ads: This format is all about attracting the attention of visitors. People usually see them while reading something on a website or scrolling down social media platforms. With these ads, you can encourage consumers to take a desired action once they reach your landing page. For instance, they can subscribe, fill in a survey, or buy your product.
  • Outstream video ads: As for this ad unit, its unique characteristic is that it shows up in a non-video environment. So, it can emerge while your target audience is checking social feeds or reading editorial content. In other words, outstream video ads involve a video player that appears in the middle of the page and then automatically starts playing an ad.
  • Instream video ads: Most of us have been exposed to this video ad format during our time on the Internet. While watching your selected video, these ads usually appear during the course of its run (pre- or mid-roll) or after it ends (post-roll). Instream video ads are frequently used and for a good reason. Namely, they are quite effective at getting into the mindset of those watching them.

Now that we’ve mentioned what you can expect in terms of pricing models and video ad types, it’s time to give you some suggestions on what to look for while choosing your video ad network.

What to Look for in a Video Ad Network

Most of you are probably wondering how to go about selecting a video ad platform. What kind of features should it have? Well, we’re here to help  you. When choosing your perfect partner, here’s what to look for.

Targeting Options

Go with a platform that enables you to be as specific as possible about your audience. This means that you want to have additional targeting options like contextual targeting and geo-targeting. Not only that, but it will also be a plus if that network allows you to show ads based on behavior patterns of your audience. Displaying relevant ads can actually exert a positive influence on your conversion rate. 

Powerful Analytics

A video ad platform should provide you with powerful analytics that evaluate your ad campaigns and inform you how your video ads are performing. With this information, you can actively work on and perfect your strategy.

A Wide Range of Formats

We tend to consume information and media on all sorts of devices today. Indeed, mobile video consumption rises by 100% every year. This data proves that your ads should be able to reach consumers on different devices. Therefore, choose a network that supports a wide range of devices.

But remember, having a variety of video ad formats is also crucial. With different types, you can experiment and determine which format is the best for your video ad campaigns. 

Video Ad Networks on the Market

As you might already know, there are numerous video ad networks on the market. In the end, we suggest choosing the one that meets your requirements best. However, we’d be remiss not to mention two video ad platforms that might be suitable for your brand. 

Google AdSense for Video

With Google AdSense for video, you can monetize your website and native app-based video content. This platform doesn’t have minimum traffic requirements. However, if you want to use it, you need to integrate a video player through the Google IMA SDK. Your success will largely depend on whether or not your website is established and if your video ads are seen by the right audience.

Bear in mind that one requirement of this ad network is to have a high volume of video content. In other words, at least 40% of your video content needs to have more than 2 million video impressions every month. Not only that, but Google AdSense states that your content shouldn’t be hosted on YouTube. But if it is, then you can monetize videos through the YouTube partner program.

SpringServe

SpringServe is definitely at the top of the video ad network summit. This platform understands that publishers want to have control over their ad inventory. Therefore, it ensures it offers transparency, profit, and control. But it doesn’t stop there. Namely, you can expect to have access to effective ad serving tools. And with recent updates, publishers now have a speedy and intuitive user interface at their disposal, including improved Header Bidding that simplifies and speeds up your monetization.

Remember those analytics we mentioned? Well, with SpringServe, you’ll have real-time analytics that help you monitor KPIs and so much more! Also, its product is fully customizable, allowing you to satisfy all your business needs.

Closing Thoughts

Admittedly, there’s enormous wealth of options on the market. So, it can be difficult to decide which video ad network is right for you and your business. However, if you take the things we mentioned into consideration, including video ad types, targeting options, and analytics, we’re sure you can narrow your search down. Don’t forget that it’s vital that an ad platform also offers mobile advertising, thus avoid the ones that do not.

Once you choose your video ad network and start monetizing, we hope you’ll see that the search was well worth it!

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