Waterfall calls multiple partners (or ads) in a sequential manner. There are two competition models usually used: waterfall and programmatic. This is beneficial for both publishers and advertisers. Furthermore, they want to auction their inventory to multiple partners and match the best ad response with their most fitted inventory. Publishing networks with large follower base want to have multiple ad sources. The savvy-folks of the online video advertising, go beyond just one ad server. A best HTML5 online video player for video ads monetization has multiple tags competition models Varrando engine, knows to take the IMA component and improve on all the mobile issues, while still serving DFP outstream ads. The draw-back with IMA is that it has a lot of issues on mobiles. Any online publisher who wants to monetize their inventory with Google DFP ads needs a video player that knows how to “handle” and integrate the Google IMA component. It also has a proprietary library named Google IMA that serves VAST ads. Google is a big player on this market and, often, the first option for new comers to video monetization. However, most times, direct deals are insufficient to cover all available inventory. One powerful such ad source is made through direct deals. Online publishers, regardless of their type of available inventory, need some ad sources. A best HTML5 online video player for video ads monetization has Google IMA integration So, if publishers want to tap in this adjacent source of ads they still need a video player that knows how to “handle” VAST, VPAID responses. Details about it here: īut, outstream ads are still VAST, VPAID complaint. and they look amazing on mobile devices.īesides the huge benefit of opening up all types of inventory to video ads, outstream formats have an even higher CTR rate and CPM. They work against editorial content, games, photos, etc. But, unlike instream ads, they are not limited to video inventory only. Since the emerging of the new outstream ads formats, everybody can run video ad campaigns. A best HTML5 online video player for video ads monetization supports outstream ads formats What about editorial content? Are things changing lately? Yes, but…there is a “ but”.Ģ. So, all online video publishers who want to monetize inventory through ads need a VAST/VPAID compliant video player. (Examples and details about what is VAST and VPAID here: )Īnyhow, most if not all video ads out there are VAST/VPAID complaint. Now, for this chain to work, the ad responses are VAST/VPAID complaint. The industry calls this serving instream ads. This means, before actually allowing the video content to play, a video ad is first shown to the viewer. Most widely-known model for video publishers to serve ads is to put pre-rolls against their content. All quite good incentives to monetize publishers’ inventory with video ads. So, naturally, it has better engagement, better CTAs and higher CPMs. Still, video was and still is the most compelling way to tell a story. A best HTML5 online video player for video ads monetization is VAST/VPAID compliant As it were, video publishers could monetize their content with display ads, but editorial publishers could not run video ads because they didn’t have video content to “place” the ads against. Well, online publishing was, mainly, divided in video publishers and text-based publishers (I’ll refer to them as editorial, although they can also be: photos, games, apps, etc). So, around showing ads, and the various ways a good video player can help and improve the “ad showing” process is this article about. (CDNs are fancy servers made specifically to host large-size files.) And since videos are large files in size, all video publishers have quite a spine in their side with covering CDN costs. That is the cost of hosting their content somewhere. Mind you, aside from the costs for actually producing the content, online publishers have at least one huge extra-expense that needs to be covered. And since few of them have extra-revenue models such as subscriptions, and, because the internet loves free content, ads remain a primary go-to revenue stream for online publishers everywhere. Simply put, because online publishers make money from showing ads. So why should publishers have their eyes set on these features, anyway? We’ll cover: CDN cost reduction, low-latency, multiple ad serving competition models, VAST, VPAID, Google IMA compliance, outstream ads support, etc. This article shows how the best HTML5 online video player for video ads monetization can really help online publishers.
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