By Alberto Scioscia,
By Alberto Scioscia,

Senior Business Development Manager

Video as a trend grew greatly in 2020 and became even more evident in January, as we saw ad-supported streaming services skyrocket, such as Roku Channel, Hulu, and Pluto. With over a third (34%) of US households having video streaming capabilities using their services (2). This opens the door to a profusion of marketing opportunities in the video advertising arena.

But this growth also presents great challenges for marketers to meet their ROI and scale their businesses in an increasingly competitive and saturated market, while still maintaining an engaging user experience and a native look and feel. With that in mind, we have compiled a list of the most important dos and don’ts of video advertising.

Dos

Implement infinite scroll pages to achieve longer user time on page.

Infinite scroll pages constantly and automatically add new text as users scroll, keeping them engaged with the content rather than focused on navigating to another page.

Consider how and where the video player will blend into your website layout.

Viewability and placement are golden, so your player should fit natively into a website. An editorial video unit as a centerpiece above the fold? A smart video unit (out-stream) sliding-in? Both are great options. Just remember that a video ad is considered viewable if at least 50% of it is visible on the screen while the video is playing for at least 2 seconds.

Keep complete control over the ads' aggressiveness.

Make the user experience a priority, reduce latency, and maintain control of the number of network requests for ads.

Boost your articles with relevant video content.

Learn what your users want to consume so you can keep them engaged with relevant content. When users are engaged, you can create viewable opportunities for serving ads.

Conduct A/B testing before you commit to a video player solution.

A/B testing before you commit to a video player solution is essential to getting the best results. Compare features like video monetization capabilities, content management tools, customizing options, integration, and more.

Dont's

Don’t use content that may drive away quality advertisers.

A brand’s online reputation must be protected, so brand safety is a big factor for advertisers. While advertisers want users to see their ad campaigns, they don’t want to risk having those campaigns appear next to unsafe, negative, or inappropriate content.

Don’t overload users with banners or video ads running non-stop.

This practice can cause banner blindness and video fatigue and make your audience stop engaging with your ads. Ads shouldn’t be disruptive, and audiences should view them as useful and relevant.

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By Alberto Scioscia,
By Alberto Scioscia,

Senior Business Development Manager

Video as a trend grew greatly in 2020 and became even more evident in January, as we saw ad-supported streaming services skyrocket, such as Roku Channel, Hulu, and Pluto. With over a third (34%) of US households having video streaming capabilities using their services (2). This opens the door to a profusion of marketing opportunities in the video advertising arena.

But this growth also presents great challenges for marketers to meet their ROI and scale their businesses in an increasingly competitive and saturated market, while still maintaining an engaging user experience and a native look and feel. With that in mind, we have compiled a list of the most important dos and don’ts of video advertising.

Dos

Infinite scroll pages constantly and automatically add new text as users scroll, keeping them engaged with the content rather than focused on navigating to another page.

Viewability and placement are golden, so your player should fit natively into a website. An editorial video unit as a centerpiece above the fold? A smart video unit (out-stream) sliding-in? Both are great options. Just remember that a video ad is considered viewable if at least 50% of it is visible on the screen while the video is playing for at least 2 seconds.

Make the user experience a priority, reduce latency, and maintain control of the number of network requests for ads.

Learn what your users want to consume so you can keep them engaged with relevant content. When users are engaged, you can create viewable opportunities for serving ads.

A/B testing before you commit to a video player solution is essential to getting the best results. Compare features like video monetization capabilities, content management tools, customizing options, integration, and more.

Dont's

A brand’s online reputation must be protected, so brand safety is a big factor for advertisers. While advertisers want users to see their ad campaigns, they don’t want to risk having those campaigns appear next to unsafe, negative, or inappropriate content.

This practice can cause banner blindness and video fatigue and make your audience stop engaging with your ads. Ads shouldn’t be disruptive, and audiences should view them as useful and relevant.

Getting the most out of programmatic video advertising

Getting the most out of programmatic video advertising requires strategic planning regarding your content’s relevance, placement, and execution, but done right, the rewards of video ad monetization campaigns far surpass the effort it requires. With 87% of marketers claiming that video has increased traffic to their website and 80% saying video has directly increased their sales, marketers can’t afford to get their ad monetization strategy wrong.

About Rise Programmatic

We provide a full Programmatic Media Solution for publishers, including our own player technology, robust content video library, and premium marketplace. We utilize in-house smart data and optimization algorithms, and capabilities that allow our clients to be in control and maximize their RPMs and revenues.

About Rise Programmatic

We provide a full Programmatic Media Solution for publishers, including our own player technology, robust content video library, and premium marketplace. We utilize in-house smart data and optimization algorithms, and capabilities that allow our clients to be in control and maximize their RPMs and revenues.

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Sources

• Video Advertising Trends Going Into 2021
• Ad-supported video viewership is on the rise, and so are marketing opportunities