Viewers enjoy streaming premium content, and advertisers need addressable ads at scale. An ad-supported offering from Amazon could find a lot of interest.
Concerns over transparency and ad fraud should have programmatic buying on a downward trend, right? That's not what's happening.
Our comprehensive guide to making video your #1 source of revenue
It’s a good time to be in video. But it’s not exactly easy getting into video. Some think it’s as simple as putting content online and watching the views (and revenue) roll in. But nothing could be further from the truth.
Today’s publishers face many moving parts on the road to running a profitable video business: from building a content library to implementing a tech stack to monetizing effectively. Our playbook Become a Video-First Publisher equips you with the tips and best practices to succeed. If you want to make video your #1 source of revenue—and truly become “video-first”—this guide is your go-to resource.
To learn more about becoming a video-first publisher, schedule time to speak with a video expert.
How the nature website scaled its business with 6-second mobile preroll ads and A/B testing
Tigers attacking bears. Alligators fighting pythons. Lions tackling hyenas. Such is the addictive drama that unfolds every day on the nature video website Roaring Earth. The niche publisher has mushroomed into a profitable online destination 30 million views strong. At JW Insights 2018, CEO Jan Renner shared how a viewer-centric monetization strategy helped Roaring Earth scale its business.
“Every missed view is lost money.”
From the very beginning, Roaring Earth set its sights on achieving at least two views per session.
“We knew if we could get at least two views per session, we could make this business work,” said Renner. This benchmark would not only allow Roaring Earth to sustain viewer engagement but monetize successfully. “Every missed view is lost money,” said Renner.
The website was bullish about the 6-second preroll mobile ad. As a niche publisher, Roaring Earth felt this type of preroll was especially suitable for expanding viewership and revenue.
A/B Testing for success
To support viewer engagement, Roaring Earth invested heavily in an advertising approach that prioritized user experience.
Roaring Earth A/B tested more than 1,000 videos, comparing factors like ad length, user reactions, and rate of viewer return. It looked at, for example, the efficacy of running two 6-second ads vs. one 15-second ad. Over the course of a few weeks, it amassed a data set that revealed some consistent results.
Less is more
Roaring Earth observed that shorter ads, fewer ads, or the absence of ads didn’t necessarily mean less revenue because they helped users stay longer on the site. “We’ve found that with shorter ads, you often get lower CPMs. But you also get an extended user experience. For us, we’re almost making the revenue back in additional views,” said Renner.
And in many cases, CPMs actually increased with shorter ads. By keeping ad loads “light and clean,” Roaring Earth has found that, in fact, “advertisers are rewarding us. They recognize higher viewership with higher CPMs.”
While it may seem counterintuitive, this “cleansing” of the ad load can strengthen relationships with marketers. “Now, there’s a spirit of partnership rather than advertisers asking, ‘Where is my ad running?’” said Renner. For Roaring Earth, a viewer-centric monetization strategy was a solution for better viewer engagement, ad revenue, and advertiser relations.
Want to improve your video monetization strategy? Schedule time to speak with a video expert.
Looking at concurrent views for the recent World Cup, Conviva says advertisers need to pay attention to live online sports and appointment TV.
While broadcast spending is still the far bigger area, digital broadcast is on the upswing. It reflects a new reality in how advertisers reach audiences.
MightyHive and The Guardian US ran an experiment and found 72% of some video buys were fraudulent, but ads.txt almost eliminated the problem.
Looking to make a big impression with a splashy product branding campaign? Then save costs and skip addressable advertising.
Tips, insights, and best practices for better digital video monetization
Whether you’re a novice or a veteran of video advertising, the fact is: It’s complicated out there. The ad ecosystem is a complex jungle, and video is an entirely different beast than the typical digital display ad. That’s why we created The Modern Publisher’s Guide to Video Advertising—your essential resource for navigating the landscape, maximizing ad revenue, and scaling your video business.
In plain English, this playbook breaks down:
- Key players and processes in the ad ecosystem
- The fundamentals of programmatic advertising
- How to measure and optimize video ad performance & CPMs
- Building out your ad stack
- Innovations in Video Player Bidding
- Plus: Access exclusive tips from our experienced video experts and our “Getting Started” checklist
Video will take up more than 80% of all internet traffic by 2021 — Don’t let video advertising opportunities go untapped. Get in the game today with The Modern Publisher’s Guide to Video Advertising.
To learn more about how JW Player can boost your ad revenue, schedule time to speak with a video expert.
p.s. Read the book? Test your knowledge with our Video Advertising Quiz.
The post Playbook: The Modern Publisher’s Guide to Video Advertising appeared first on JW Player.
Before advertisers can buy targeted demos on CTV, the industry needs cross-platform ratings. And that’s where Nielsen Total Audience comes in.